There are four components of a press release that will help it stand out.
The headline, which is the initial hook – the first thing the journalist will focus on. Many press releases are discarded at this stage.
The first paragraph is important because it should succinctly convey what the news story is about, and why a journalist should use it.
Then the body of the press release will confirm whether the whole story is strong enough, and has sufficient quotes and supporting information.
Finally, including a good image will increase the likelihood of a press release being used.