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In this tutorial on press releases, the speaker addresses common concerns about creating effective press releases, emphasizing the importance of knowing what to include and avoid. They share a previously created cheat sheet for crafting attention-grabbing press releases. Acknowledging the challenges brand owners face in condensing information, the speaker reassures viewers that clarity and conciseness are achievable. They recognize that many may not feel confident in their writing abilities and may lack understanding of the essential rules governing press releases. The session aims to guide viewers through the do's and don’ts of press release creation.