- key message; usually in one or two sentences
- primary public (audience)
- benefits sought by the primary public that your product, service or cause will fulfill
- desired outcome from the press release ie awareness, information, recall, follow-up, etc
After you have done this the next step is to write the press release as if you were a journalist. Make it easier for the journalist and the better your chances of having your press release read. Do a very good job and the press release will end up in the news.
To learn more about FORMATTING a press release see Part 2 of 3; and to learn more about the CONTENT of the press release see Part 3 of 3.