The best advice we can offer is to give the readers of your Press Release or News Media Release a Special Offer of some sort: a discount , a gift etc.
Make sure your release covers the who, what, when, where, why, and how. Make it objective, not "sales-y."
Include names and contact information for anyone the journalist might want to interview for more details.
Make sure it has a news tone--not an advertising tone. Don't use any gushing adjectives. Your business isn't "great," "revolutionary," or "unbelievable." That sounds more like ad copy than an objective news story.
Write it in news style. Get an AP style book and consult it when you're not sure. Journalism uses its own type of English sometimes! For instance, after mentioning a person's first and last name, you should only call them by their last name in subsequent mentions.
Format it in the acceptable press-release way--that gives it a patina of professionalism and credibility that shows that you've done your homework.
Send it to a specific reporter or section editor whenever possible, instead of just sending it to the publication. Very important!
If you're targeting a particular publication, watch their stories for several months. What's their style? What do they cover? What don't they cover? What's their stated audience and mission? If you notice that they don't seem to be covering the topic of your release, which DOES fit their audience, query one of the editors--would they be interested in it? If they have covered it a bit, chances are they won't want to again anytime soon--unless you can bring an entirely new angle to the topic.
Quote yourself or other experts in the release to expand upon your topic and to bring credibility to your information.
If you're sending the press release via e-mail, make your subject line count to explain your key message. Use 6 or 7 words that will get attention.