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Michael from MSA shares tips on writing an effective press release. Start with an attention-grabbing, bold headline with proper capitalization. Your opening paragraph should include the city, date, and an engaging first line. Structure the release to make it easy for journalists by clearly stating the who, what, when, where, why, and how. Including a quote can add a personal touch and enhance the narrative. At the end, include an "about" section introducing your organization to provide context for the journalist. Make sure to provide all essential information to help them understand your story better.