I've seen both perspectives of media releases - both as the creator of press packs and a journalist tasked with disseminating the news. Ultimately, the narrative needs to intrigue the reader while rapidly connecting them to the story's essence.
Captivating the reader's attention in the opening statement is essential in creating a newsworthy release - from this keystone content, the body copy organically flows. Researching the product was vital in finding the interesting applications of the product's form and function. Peppering the content with snippets of interviews from various voices (such as the company owner, the designers and manufacturers) ensures the copy is fresh, bright and relevant to the reader.