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In this tutorial, the speaker discusses the essentials of writing effective press releases, addressing common questions and concerns. They will provide guidance on what to include and avoid, acknowledging the challenge of condensing important information as a brand owner. To aid in this process, a cheat sheet for crafting attention-grabbing press releases will be linked below. The speaker recognizes that many may not consider themselves natural writers or understand the rules governing press releases. The session aims to clarify best practices and techniques to improve press release effectiveness.