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Michael from MSA shares tips for writing an effective press release. Start with an attention-grabbing headline, formatting it in bold with capitalized initials of proper nouns. Begin the first paragraph with the city, date, and a compelling hook, known as the grabber. The release should be crafted as it would appear in print, making it easy for journalists by clearly stating the who, what, when, where, why, and how. If possible, include a quote to personalize the story. Finally, add an "about" section at the end to introduce your organization and its work, helping journalists understand your mission.