Building a Pitch / Press Release

I think sometimes we have or create a blind spot for our own projects. I've written releases before for other clients in other industries but my brain just isn't working right when trying to talk about chocolate. That, or, I'm overthinking it because it's personal and my current writing style is pretty close to being on.With that said I want some outside reference on talking with press, magazines, and the media at large when trying to get attention to our products. Do you have some examples you can link to that have the right tone and character? Anything that has worked for you that we can grow from?What's a good pitch for chocolate [products] vs a bad one?I feel like I'm at that stage when you read your work and the words stop making sense as words hehe!