Avoid any marketing hype. A focused headline leads journalists to read on, where an unfocused headline means the recycle bin for your release. Journalists tend to ignore them or simply don't have the time to read them. Be concise, direct and to the point. If they want more they will contact you.
People are very visual.
They also like to touch, feel and smell. Studies reflect that the more senses you stimulate, by using pictures, sound or video clips and animation, you increase readers' response rates. Every day, we are surrounded in our lives by advertisements, billboards, TV and Radio commercials, newspapers, and the internet. Even when we go to see our children play sports at local schools and parks, we see sponsors' logos. Sending releases to the media on a regular basis can ensure that they remember your company or organization when they need something related to your products service or offering.