The making of a press release

As a small-time industrial marketer, PR consists mostly of 'new product' releases. While I prefer my own writing, I've let my ad agency write and release such documents, with significant editing from me, assuming they know better what needs to be done.

I've got a new product release on my desk to review. It is factually accurate, and generally usable. But it doesn't seem especially 'benefit' oriented. Yes, I remember that engineers want technical data, but in this case they also need to know why they should consider this type of equipment.

The release does open with the product's main benefit (cost savings), but not in terms of the user's needs or experience. The benefit, in terms of the user, makes this type of equipment a viable choice, and could radically change their testing methodology. How much of this 'sizzle' can I get them to squeeze into this dry document so that it is newsworthy to editors and their readers? (Dave wanders off to get a red pen and see...)