For a media release I like to use the Who, What, How and What IF formula I began to use a while back. WHO – is the article focused on and WHO is it trying to reach?. WHAT important message it is conveying? This can include statistics but add a sense of mystery ‘ it comes as no surprise to find there is a hidden layer within her work’ and be a little poetic, such as.. a recent collector said ‘ there is a richness, a diversity, a vibrant strength at the core of this work ’ WHAT can include other important things related to the person or event. Make it enjoyable to read so they will want to be involved.