Also watch your story length. Most editors want the story in the first 2-3 paragraphs, so that if it's a case of them making a "pick-up" of the information, you're making their jobs easier.

Look at your release when you're finished, and ask yourself, "If an editor picks up just one or two paragraphs, does the information stand on its own?"

If so, the information is a lot more likely to be used by a busy editor.