Here's how you release a press release: you write it, you submit it to a PR distribution service like PR Newswire or Business Wire, and you simultaneously post it in HTML format to your web site. Honestly, how hard is that, people?

Here's what you don't do. You don't email bloggers with the press release itself, because bloggers by and large don't "rewrite" digested press releases and pretend that's their own news, the way trade magazines do (unless, of course, they are the in the pocket of Wal-mart). Bloggers want to link to news, not rewrite it. That means, if you're going to call their attention to a press release, have it posted to your web site already, not two days after it goes out on the wire service.

And don't post it in PDF format. HTML will do just fine. PFD requires a special reader to launch when I click the link, and that freezes my browser for a minute or two, and that annoys me. But, for God sake, don't post it in Microsoft Word format. Not only does it likewise lock up my system while my word processor launches, but, hello, have you ever heard of macro viruses (you know, the things Microsoft Outlook warns you about every time you open a Microsoft Word attachment)? Better yet, how do you like the idea of your competition editing your Microsoft Word press release, inserting some disinformation, and then passing it around on your behalf.

But, seriously, if you're going to post your press release in Microsoft Word format, please, please make sure you've saved it as a version that has accepted and left no trace of all the Track Changes comments, because otherwise you just look like completely ridiculous.

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