Provide detailed background information on your company, and try to tailor the release to your local area or local target audience. Include a relevant photo, especially one that pertains to your release. Send the release also to your local newspaper, radio and television stations. Take a peek also at country specific websites, eg MediaUK (http://www.mediauk.com/). Remember to include your contact details, your web page address, the contact details of your company at the bottom of your press release.