People used to use recipe books. They had a list of ingredients and short instructions describing how and when to add each of the ingredients…boom, you had your dish. The problem is you never really knew where you were going until you got there.
Now we watch YouTube videos. The good videos start with the finished product. You start by seeing the end, you get to see that hunk of meat come out of the oven and get cut. The directions START at the END.
Before you figure out your forever lines, before you draft the release or decide how your going to release the info, START with what you want to achieve. START with the headlines. What do you desire to see in the newspaper the next day. Once you figure that out, the rest will fall in place.
ProTip: In our office we have a Headline Production Party. To start off our PA planning for a pending operation or event, we get together in front of a whiteboard and start shouting out the headlines we want to read the next day. We start at the end.
