The circular file next to the reporters desk: its the last place you want to be when trying to get media coverage. But statistics show that almost 95% of news release never see the light of day.

If you want to get out of the trash heap and onto the reporters radar, make sure you arent making any of these PR mistakes:

1. Your press release reads like an advertisement. The media is in the news business. If you focus your release on how great your product or service is, it will surely be thrown away. Find newsworthy angles that tell as story.

2. The release is laced with jargon. Big words, acronyms, and words that have questionable meaning all spell LOSER in the eyes of a reporter. You need to remember the average reading grade level is 5 or 6 grade (which is what most publications use), so keep your writing to that level.

3. Youve sent the release to the wrong person. Just sending a release to a media contact without knowing what topics they cover is just a waste. Also, dont send it to everyone in a newsroom. Do your homework.

4. Your release is in a nontraditional format, or with added stuff. Put your release on letterhead or plain white paper. Dont use big envelopes, brightly colored paper or scented handwritten stationary. And dont include samples unless youre asked. When it comes to email, no attachments.

5. Youve submitted your release during busy newsroom times. Reporters, like all of us, have deadlines each day. Know when they are and avoid any communication with journalist during that time.

6. The release contains grammatical and spelling errors. When you offer a release, you are offering a look at yourself. Do you want to convey sloppy or professional? Dont rely on spell checks and grammar checks for everything.

7. You forgot to put your contact details on the release. Even if you use company letterhead, put separate contact information on the release, including a name, phone number, and email address. A savvy publicist also includes after-hours contact details, because you never know when a reporter may call.