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In this tutorial, the speaker discusses the essentials of creating effective press releases, addressing common questions and challenges brand owners face. They acknowledge the difficulty in prioritizing and condensing information into a single press release, especially for those who may not be natural writers. The speaker plans to share a cheat sheet designed to guide users in crafting attention-grabbing press releases. They emphasize the importance of understanding the governing rules of press releases to know what is permissible and what isn't. The session aims to equip viewers with practical tips on how to write and structure press releases effectively.