If, indeed, your product brings something to the party, journalists will want to know more about it, and about your company. This, of course, requires far more thought and effort, but the ROI is greater as well. Just because something is of importance to your company, doesn't mean it is automatically newsworthy. Ask yourself if you'd be interested if it weren't your company. That is what your news release is about.
Journalists get hundreds of releases each week.
The more a release looks like a time-sink, the less attention it gets. Make your release short and to the point. If you can't get your message across in a page or so, don't send it. And remember that news releases are not your marketing communications campaign. They are only a part of it.