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In today's session of PR decoded, the focus is on press releases—their creation, dos and don'ts, and tips for making them effective. The presenter acknowledges the challenges brand owners face in condensing essential information into a concise format, especially if they aren't natural writers. There’s a reference to a cheat sheet for crafting attention-grabbing press releases. The discussion will cover the fundamental rules governing press releases to help clarify what is permissible and what is not. The overall goal is to guide viewers on how to effectively write and structure a press release despite the difficulties they may encounter.