Your news releases talk about you too much. Your news releases are an advertisement. They sell, sell, sell. You're sending your news releases to the wrong media. Okay, so you've made some or all of these mistakes at one time or another.
Most people fail to focus on the needs of the editor.
They don't create information that is aimed at the editor's audience. So they fail to get the editor's attention, and ultimately fail to get publicity. If you have a newsworthy angle, it hooks the editor into reading every word of your news release. Make the subject of your headline sound as big and as startling as possible. You need to make a huge impact because you just don't know what other news releases you may be competing against at any given time.