The most important part of an online press release is that it needs to attract readers who are looking for something new or important. An online press release must be newsworthy. No-one uses news search engines to look for a description of a product, company or service that only tells them what they already know.
For a press release to be Newsworthy, it must do at least one of these things:
Think about it: what are the kinds of stories that feature prominently in newspapers? either something new, or something that reflects what people are wanting to know more about right now. If your press release is newsworthy, it won’t be ignored.