Remember what the Greeks said about News Releases - Pathos, Logos, Ethos.

Pathos - too much emotional focus and testimonials make a news release boring and probably unusable.

Logos - basic information the reader needs to know to make an informed decision and act upon is advisable.

Ethos - "Just the facts ma'am". Fluff and superlative laden press releases which ramble on and on are less likely to be picked up by publications.