This means is you need to describe and pay attention to every word in your bio/press release, since odds are this is exactly what is going to end up in front of reviewers eyes. Conveniently, whatever would capture a readers eyes will probably make a writer want to write about you as well. Make sure you describe what you do thoroughly and describe what is unique about it in a clear and coherent way. If you do this right you are bound to end up with much better press.
Whether it is record reviews, press releases for a new business, or just news about what you are doing, the content you write about whatever you are promoting is very important. While many people think of a bio/press release as something to describe what they are selling this isn’t always the best way to look at. What you really want to do is write what you want the articles to say about you. My Father is an advertising copywriter of 30+ years and has told me time and time again that more than half of the press releases he sends out get copy and pasted right into the articles written about what he writes. Between running this blog (we copy and paste press releases all day long) and working for bands for the last ten years I have seen the same results.