It helps to relate new things to familiar things. Personal notes, comments and asides fit the format, and work. About now, it's absolutely normal for a writer to experience one of two responses to this advice about how to write a Bulletin item. Some will just scream, fearing that this totally foreign way of writing PR materials is against the grain of everything any school ever taught or any organization ever expected. Well, yes and no.
Content is, indeed, more important than style.
But style is a huge help in getting your items read, and in getting responses to them. And on the bottom line, we're all doing this to get you responses from journalists. And that brings up the question of what role the Bulletin edition's editor plays. First and foremost, the editor will not write your item. But he or she is trained to help you and guide you.