1.Description -What is… -For what purpose do we use… (function) 2.Strategic aspects: the tool/skill as a part of PR strategy -How can we effectively integrate this tool in a PR strategy? 3.Practical aspects -When creating the tool, you must keep in mind… 4.Example of 'good' use -How was this tool used successfully by an organization? -The example i want you to talk about and concentrate on is apple company press releases 5.References (Bibliography)