A: You mentioned one thing in your question that is very important, and that is the word "news."
I've said it before, but it bears repeating: Editors hate promotion.
Yet the reason you do PR is to get exposure for your business.
The more effective you are in your delivery, the better the chances that your news will be covered in the press.
I recommend putting the headline in all capital letters, short and to the point, including some type of action and, if possible, relating a benefit.
Just like book titles, in most cases there should be a subtitle to the headline.