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In this tutorial, the presenter discusses the essentials of crafting effective press releases, addressing common questions about what to do and what to avoid. They acknowledge the challenge for brand owners to deliver concise information in a press release, especially if writing isn't a natural skill. The session will cover the key rules and best practices for creating attention-grabbing press releases. Additionally, the presenter mentions a cheat sheet linked below that provides guidance on producing an impressive press release. The goal is to simplify the process and help participants understand the necessary components of a successful press release.