I found this blog posting through Mark Mayerson’s site.

It applies to any media, whether a blog or Internet site and larger media outlets such as television or magazines, in addition to newspapers.

Know the writer’s outlet and market interest. If it’s an interview, prepare the bios and other info they can incorporate into their article. If it’s a product review, incorporate some background info on your company, the product and the market niche. If it’s a business article, write a list of ways they can save money, make more sales, make people happy or whatever the writer’s audience needs to do to achieve success.

Simplify the writer’s job to where the article “writes itself.” Sadly, that means you’ll have to do most of the writing, but that way you’re more likely to get the press you’re looking for.