I’m not a PR person, or a career coach; I’m just a journalist who gets a lot of press releases. A LOT of press releases. If I had a dime for every press release I deleted or threw in the recycling bin, I wouldn’t need a second job.

I’ve had quite a few people ask me for advice on pitching products or events to journalists, and I found myself giving the same bits of advice over and over again — so, this time, I wrote them down. Here are 10 tips for crafting a press release that will actually get read, from someone who is on the receiving end:

1.) Pitch it to the right person. Make sure you’re sending your press release to the right place. I write a regular column about gear and gadgets for family travel; any press releases about exotic destinations, fabulous cruises, or new hotels in other countries go right into the trash.

2.) Spell everything right. Especially the name of the person to whom you’re sending the press release. Use spellcheck, of course, but be sure to proofread carefully as well (”so” and “sew” go through spellcheck just fine, but aren’t interchangeable). And make sure you get the name right; any press releases I get addressed to “Lyla” or “Lydia” go right into the trash.

3.) Get to the point, and keep it short. People are not going to look through a three-page press release, they’re not going to click on an attachment, and they aren’t going to bother to sift through a lot of chit-chat to find out what you’re pitching. (Stick with who, what, where, why, and how — who you are, what you’re pitching, where it is, why it’s significant, and how to get more information).

4.) Spotlight what’s different or important, and highlight how it fits into the writer’s beat. If there’s something really unique about your product or event, say so! If it’s a reoccurring event, mention how long it’s been running; if it’s the first of it’s kind, mention that. If someone well-known will be there, say so. If it would provide a service that’s perfect for a particular demographic that the writer is trying to reach (working moms, families who travel, foodies, whatever), point it out.

5.) Make sure your contact info is easy to find. Don’t slip it at the bottom of the press release, and don’t bury it in the middle of the text. Put it at the top of the file with the word “contact” next to it.

6.) Keep it clean and professional-looking. Don’t clutter your press release up with graphics and fancy, funky fonts. If it’s hard to read, or if it looks sloppy, it’ll go in the trash.

7.) Don’t overload the reader with information. If you’re pitching a product, it’s OK to include a photo, but don’t attach a slideshow to the press release; if you have some great photos or testimonials or additional information, direct the reader to your website.

8.) Offer to send samples or provide access. If you’re pitching a product, a legitimate reporter won’t write a review if he or she has never tried it before. Be willing to send samples — and if you want it back, be sure to include a self-addressed, postage-paid envelope or box. If you’re pitching an event, be sure to mention if there’s a press screening, a discounted or free pass for whomever you want to cover it, or any after- or before-hours availability for interviews and research. Make it easy for them to give you the coverage you need.

9.) Don’t be cute or gimmicky. Don’t sprinkle the press release with glitter, douse it in perfume, put it on a little keychain, include a special party hat, or package it in anything that’s difficult to open and read. It’ll go right in the trash. If you want to grab someone’s attention, do it by providing the information they need quickly and easily.

10.) Don’t push it. If no one responds to your email right away, send a follow up a few days later, but don’t keep emailing and, for goodness sake, keep the phone calls to a minimum. If you must call, the first thing out of your mouth after “hello” and your name should be, “Do you have a minute to chat?”

Do you have any advice to share about crafting a good press release? Have you been on the receiving end of any doozies?