Don't brag that you're better. Fill the release with specifics. For example, if your company wins an award, say how many others were in the competition. If you're No. 3 in the market, say so. Put in the number of employees, and annual revenue.
Credibility is everything.
Flash and flair. Grab the reader. Use bright verbs. If the news is so exciting that you're bursting to tell it, your excitement should come through in the writing. Hire a professional photographer to shoot appropriate pictures that will increase the chance of getting your news published.