I think it depends on what the reporter wants. In other words, READ and then REREAD the reporters instructions. If it is a gift guide, keep it simple. Product description/price/picture/website - send what the reporter requests.
If it is a story, do your research. Learn everything you can about the reporter and the outlet they are writing for. Taylor your response to what they are asking for. It also helps to be able to make a "human" connection in your response.
I do not respond to HARO requests unless I firmly believe I fit what the reporter is looking for. I usually spend a lot of time when I do respond and have had wonderful success. I have landed a monthly article featuring my business in Inventor`s Digest for next year and another feature that is still in process.