Follow the old media adage
- "Tell 'em what you are going to tell 'em"
- Introduction, abstract, background, or synopsis
- "Tell 'em"
- The body of the material, and
- "Tell 'em what you told 'em!"
- Summary, conclusions or recommendations
- Compose in the first and second person
- If you want to be friendly
- In the third person, if you need to be formal