Don't mention the actual product anywhere on the first page of the press release. This is important. Be sure to bury not only the name of the product but also any specfic description of it in the middle of inscrutably dense text. If you can't come up with vague generalities, be sure to inundate the reader with as many technical terms per linear inch as possible. Never use bulleted lists or charts.
Editors are in love with the English language.
They like words, sentences, and paragraphs. So use as many of them as possible. When using subheads, be sure to never actually cover the subject mentioned in the subhead. Don't talk about anything of relevance to the market to which a particular product or service is targeted. If you are pitching a printer, never actually mention its resolution, consumables cost, or connectivity options.