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Don't bother with cutesy ways of getting your press release in front of journalists. They don't have time for singing telegrams, and fruit baskets usually stay in the mailroom. Stick to email or fax, and be sure the send your release using the method the journalist prefers. These days, that's usually email. Also follow any guidelines on the Web site regarding follow up. Some publications will give you a timetable, others have a 'don't call us, we'll call you' philosophy.