Limit your release to two pages or less, double-spaced. The less a person knows about a subject, the more words he or she tends to write about it. Requires too much rewriting. Editors are busy people. If your release is poorly written or doesn't conform to the newspaper's style, it's often not practical to contact the author and then rewrite the release.
News value is relative, because any story is weighed against other news occurring at the time.
If an element in your story will broaden its appeal to the readers, move that element up front. But keep in mind that a story about your company's plans for a major expansion will get pushed back if there's a major fire in the downtown district. Your company's expansion is news, even if that expansion is in another state or country. A fresh story is printed as soon as possible after the event. This freshness is greatest the first time the story is published.