To get attention, don't do a bland product release. Tie it to something interesting and newsworthy--something that might attract the eye of a reporter covering your subject area, or who wants to use you as a subject matter expert.
This Release is an example of promoting a new report by highlighting the likely regional consequences to what the research had uncovered. Local and regional papers often picked up this type of release, and they were a good way to build relationships with local reporters.
Find a trend your business knows about that hasn’t hit popular consciousness yet. Everyone worries about pharmaceutical costs but who knew radiology costs were so high? Trade journals cited this one.
Try to find something unique. No one had ever done a physical examination of all Massachusetts daycare centers. Who knew? It was a way to make the client's work, building inspection, relevant to reporters.