1. The document discusses how to write an effective press release, noting that press releases should catch the reader's attention at the beginning, provide relevant and credible information in the body, and conclude with a compelling call to action. 2. It recommends using paid press release services as a cost-effective way to earn authentic media placements, especially to complement existing media contact lists. 3. Media monitoring software helps track mentions from press releases and allows targeting relevant journalists in the future, while also providing reporting on the volume and impact of media coverage.