Describe how your site or company was developed. Keep in mind that you are going to send your release to people who have hundreds or thousands of releases to read through. Make your company stand out with a well-written press release. When you write your press release, make sure you consider how your material could catch the editor's eye. If possible, find out about the editor or the audience of the magazine or newspaper where they work.
Editors consider the demands of their audience.
If your work fails to meet subscriber needs, the story will not be published. Keep your writing timely and be truthful. Personalize your work and whenever possible, emphasize the local angle, especially for small-town papers. Don't forget to also tell local customers where to find your business off of the web, whether you have one location or several branches. Be consistent to gain a good reputation.