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1. Be concise and clear: use short, concise sentences and clear language to get your message across directly and clearly.
2. Stick to the facts: Avoid speculation and stick to the facts to add authenticity to the press release.
3. Use professional headlines: Headlines should be short, informative and encourage the reader to read more.
4. Publish the name of the spokesperson: publish the name of the spokesperson and his/her position to authenticate the content of the press release.
5. Use cross-references: Use cross-references to remind readers of other relevant information or to help them find more information.
6. Add quotes: add quotes from the speaker or other relevant people to make the press release more lively and interesting.
7. Add contact information: add contact information so readers can ask questions or request more information.