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Whether you distribute the release yourself or use a service, make sure it's easy for editors to get in touch with you for more information. In addition to accurate contact information (the name and phone number of someone who's willing and able to answer questions on the spot) include a live link to your Web site and a live email address in any release that's distributed electronically. Nothing kills a story faster for an editor on deadline that not being able to get the answers they need in a timely fashion.