The question you have to ask yourself when writing a press release is this: “Why is it important to issue this press release now rather than last month or even next month?”
If you don’t have a good answer, your story probably isn’t very timely.
There’s a reason newsjacking is so effective. You’re injecting your own story into a breaking news story. You’re telling a timely story and people want to read it because it’s relevant at that moment.