Participate in online discussion groups and offer lots of helpful advice. Use a signature file in your e-mail that explains what you do and how you can help solve peoples problems. Link to your web site.   8 Deadly Press Release Sins by Joan Stewart   1. Providing insufficient or wrong information, particularly telephone numbers. Releases must be complete, accurate and specific.   2. Writing too long. They should be no longer than two pages. 3. Sending too late. Mail or fax a release at least two weeks before an event, preferably three or four.   4. Sending a release with no news value. News is what happens that is different. If it isnt different, it isnt news.   5. Blatant commercialism. Using flowery words and phrases such as "spectacular," "incredible" and "the only one of its kind."   6. Omitting a contact name and phone number. At the top of the first page in the left corner, let editors know who they can call if they have questions.   7. Calling after you send a release. Questions like "Did you get my news release?" or "Do you know when it will be printed?" will brand you as a pest. Dont follow up with a phone call to see if the media got your release unless you are absolutely sure that someone in the newsroom will check for you. Most reporters and editors dont have time.   8. Using outdated media reference books. Double-check to see if the person to whom you are sending the news release still works there, and if the address is the same. A news release sent to an editor who left the paper ten years ago eventually will be routed to the right person, but theyll think you dont care about the paper or who works there.   10 Tips from Susan Harrow, President of Harrow Communications, a media coaching and marketing firm in Northern California.   1. Pitch a producer or editor in 20 seconds. Within that 20 seconds pitch something thats newsworthy, not yourself, your service, product or book.   2. Study the style of the publication or show and match your style to theirs.   3. Propose a topic that is relevant to the producer or editors audience. The number one question a media person asks after, "Is it news," is "Will this information serve my audience now."   4. Prove you are the expert on the topic youre proposing by telling ONLY the information in your biography that is relevant to the idea youre pitching.