Lindsay Robertson gives a list of DOs and DONTs in online publicity. A must read. Below are my favorite DONTs.

1. FOR IMMEDIATE RELEASE means FOR IMMEDIATE DELETE to any blogger with any influence. Period.

4. Don’t Lie Part 2: Stop Being Days Behind on Your Own Announcements, And Don’t Try to Cover it Up

Don’t wait on announcing new content - the blogosphere will find it on its own (we have these things called google alerts). Or worse, for the love of god, do not EVER send an email saying that something has just been posted (like a movie trailer, for example - this happens daily), when it’s actually been on the internet for more than, say, an hour. If you’re sending it to anyone with any idea what they’re doing, they saw your trailer (and, often, posted it on the blog you’re trying to court) DAYS AGO. And if for some reason they, I don’t know, took one day off from the internet and actually BELIEVE you that something is new and post it when it’s not, they will hate you and your company forever. Forever.