Editorial/Press Release - What are some points to consider while writing?

["Jennifer C. Bennett" <fritillary -at- gmail -dot- com>]

Hello,

I will be writing an editorial/press release for a software application.  I 
have not written one before, and I am interested in finding out what points 
need to be considered before and while writing.  I have written the help 
system and user manual for this application, so I am very familiar with the 
application.

What questions should I ask myself and the subject matter expert before 
writing?  From the examples I have seen, the important thing is to outline 
the key features of the software.  Is it more important to give a brief 
overview of the product, then go into the new features, or is it more 
effective to describe the new features first and then go inot an overview?

I think a couple of important questions to ask would be "How familiar are 
the readers with the product or similar products?"  and "What 
method/software do the typical potential customers currently use?"

What are some others I should consider?

Thanks!

Jennifer 


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