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@artsyhonker I had some training for PR writing once. From memory:

1) write 3 paragraphs, each should have at least one quote from a named party; 1st para should be catchy and give a rought idea what it's all about

2) write so that journos can easily copy-paste into an article

3) at end list at least 1 person who can give more info, with phone number

4) keep it short, simple, clear; PRs are for getting attenion, not explaining everything