Be natural, there isn't a wrong or right answer, it's about the authenticity and the approach. And admit where you have made mistakes, we all make them!

Outline your objectives up front and provide absolute clarity over how you performed against them.

Tell a good story. Prove it worked (beyond buying some eyeballs). Make me jealous. I want to leave thinking 'Cor - wish I'd done that'...

Write simply. succinctly, and with delight. Dramatise insights, amplify executions, go hard on metrics. Big results matter.  

Give yourself enough time. Plan - outline of what you want to get across before writing it. Less is more. Don't overdo it. Keep it simple and avoid media jargon.

Consider the criteria carefully and really crucially tell us if it worked!