Tell us what the release is about. Is this a new product or an updated one? Is this an event, promotion or partnership announcement?
Who are the key players? Sponsors, attendees, award recipient, inventor, researcher, writers, etc.
Where will (did) this new item occur?
When will (did) this new item occur?
Answer these questions: What does your audience need to know? Who will be affected by this news item? How will they be affected? What's interesting about this news item? Is there anything controversial.
Please have someone from outside of your organization (actor, book distributor, buyer, etc) give insight about working with you or your product.
Please have someone who has used your product or service to provide a brief statement.