If you print publicity materials — news releases, fact sheets, biographies, backgrounders, etc. — make sure every sheet includes 24X7X365 contact info.
Make it easy on your readers. Include

Your name,
Company name,
Phone number(s), and
Email address

on every page.
That way, no one will have to look very hard (or far) to know how to get in touch with you.

In spite of the fact that the entire public relations / marketing communications world is going digital, there are still occasions where printed news releases still matter.
In fact, not only do printed press releases still matter, in some cases they are absolutely crucial.
Occasions (and venues) where printed news releases are still valuable include

Press conferences,
Trade shows,
Industry [...]

Be honest with yourself for a second.
Does every bit of news coming out of your company (or client) deserve a full-blown news release? Probably not.
Does that mean said news isn’t “news worthy?” Not necessarily. You the reader are probably better equipped to answer that question than I am.
But rather than abandon certain news nuggets because [...]

Be honest with yourself: Not every thing that happens at your company (or client) is newsworthy — certainly not to every reporter or media outlet – regardless of what your boss or client may think.
Nevertheless, I’d bet that something newsworthy is happening each and every week at your company/client organization.
The challenge is to

Set proper expectations internally,
Target the [...]

Want better pick-up on your press releases? Then consider what artwork you can use to help tell your story.
Such artwork can include

photographs, 
video clips,
pie charts,
diagrams,
drawings/illustrations,
screen captures,
and more.

Your artwork might even be a provided via one-on-one, on-camera interview with a key executive or employee.
Remember the cliché: A picture is worth a thousand words?
Just because it’s a cliché, [...]

Public Relations Tips — Tip No. 10:
If you’re still writing (and distributing) news releases, media alerts, public statements and/or news briefs, I seriously recommend you use a commercial wire service.
The best commercial wire services have relationships with all of the leading media outlets and the top search engines on the Internet. As a result, by [...]

Public Relations Tips — Tip No. 8:
Shorter headlines are harder to write than long headlines. I get it.
Nevertheless, short headlines are typically better than long headlines.
This works for news releases, email subject lines, articles, columns, ads, brochures . . . just about anything that needs a headline.
Rule of thumb: Write shorter headlines.