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In this tutorial, Michael from MSA shares tips for writing an effective press release. First, create an attention-grabbing headline in bold, capitalizing the first letter and proper nouns. Start the first paragraph with your city, the date, and an engaging opening line, known as the "grabber." Write the release as it should appear in print, making it easy for journalists by clearly answering the who, what, when, where, why, and how of your news. Including a quote can add a personal touch to your story. Finally, at the end of the release, add an "about" section to introduce your organization and its work, giving journalists a better understanding of who you are.