Keep in mind your target audience. A large news or TV outlet is unlikely to be interested in your news unless there is something truly unique about its subject matter, making it appealing to a multi-demographic audience. Research the media channels you will send your release to and find out what stories and subjects they tend to cover. In your writing, approach the subject as though you are a news reporter, emphasizing the news and facts. When you send your release to a television or radio outlet keep in mind that the two mediums are different - radio relies on sound alone, where as TV news stories combine images and sound. You should tailor your news release for the medium you are sending it to.