When I was a journalist, I received more than 100 news releases each day, and that was for a small local newspaper. Imagine how many news releases flood the newsroom floor of a large, national publication. And with the pressure of limited time and strict deadlines, I had to sort through the releases speedily, leaving myself a very small pile that looked promising for articles -- and tossing the rest aside.

I had only a few minutes to spend on each news release. And it wasn't a process of picking out a great news release; it was a quick process of elimination. Here are seven tips to make sure your press release ends up in the small, select pile.

Include the five W's of journalism -- who, what, when, where, and why -- at the beginning of your release. This is the most important information, and it belongs in the first paragraph, with less important information following. I often had time to read only the first paragraph or two of a news release, so I had to grasp the entire story quickly in that small space of words.

Offer news, not just hype, and definitely not jargon from your marketing collateral. Remember you're not trying to get the media to buy from you. And journalists have seen and heard it all before -- they're skeptical. So make it substantive. If you want to throw in an opinion, present it as a quote from your CEO, further down in your release. Better yet, use a quote from an outside party, such as a business partner or an analyst.

Avoid high-tech jargon that might turn off your audience, including journalists. While the media and the general population are becoming increasingly comfortable with technical terms, you should still play it safe. Write so a reader at any level of education or expertise can understand what you're saying. If journalists are interested, they'll contact you for the specifics. If a news release made me feel technically inadequate, I trashed it.

Back up your claims with facts. I can't tell you how many times I saw news releases from several competing companies with each one saying it was "No. 1," "the first," "the best," "the biggest." Use factual information. Don't say you're No. 1 unless you really are -- and if you really are, I'd probably already know. If you claim to be No.1, or anything superlative, refer to a survey or a study that proves the point, or quote a third-party expert who states it as a fact.

Be concise -- cut out the underbrush. I was often amazed by the lengths, quite literally, some companies would go to in order to tell me a simple story. I'd think, "Do they really think I have time to read all this?" The answer is an emphatic "No!" Keep your release short, simple, and to the point. Don't go beyond two pages; just one page is best. Remember that the purpose of your release isn't to give the whole story, but to intrigue journalists so they'll want more details.

Check and double-check -- proofread your news release, have one or two other people proofread it, then proof it again. Be sure there are no spelling or grammatical errors.

All communication coming from your company reflects its professionalism -- or lack thereof. Errors in your releases, or a cavalier attitude between the lines, give the impression that bigger problems lurk below.

Use the correct format, printing your news release on single-sided 8 1/2-inch by 11-inch paper, preferably letterhead, with double-spaced text and a 1 1/2-inch margin on all sides. In the upper left-hand corner, type "For Immediate Release." Under this, type the date of the release.

The contact information goes a few spaces below the date, including contact name, telephone number, e-mail, and address. Place the headline centered in bold below the contact information. The body of the release should start with the city and state of origin.

If the release goes beyond one page, use " -more- " at the end of the first page and an identifying phrase and page number at the top of the second page. End the release with the hash marks ###.