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Michael from MSA shares quick tips on writing an effective press release. Start with an attention-grabbing headline in bold and capitalize the first letters of words and proper nouns. In the opening paragraph, include the city and date, along with a compelling first line, known as the grabber. Structure the release to be easily readable for journalists, addressing the who, what, when, where, why, and how clearly due to their busy schedules. Incorporate a relevant quote to personalize the story. Conclude with an about section to introduce your organization and its work, providing context for the journalist.