- the headline that grabs the attention
- the issue and the research that supports it
- what should be done about it
- the spokespersons comment
The headline is vital. Try to sit in a newspaper editors shoes. Every morning that he comes in to work, there are 600 shiny new press releases screaming at him "LOOK AT ME. I'VE GOT THE BEST NEW WIDGET EVER IN THE HISTORY OF THE UNIVERSE". So he skims though hundreds of releases, pressing "delete, delete, delete". The only thing that stops your release getting deleted is your headline. So think long and hard about it.