The document provides a 10-item checklist for writing an effective press release, including tips for crafting an attention-grabbing headline, writing a compelling lead paragraph, including relevant links and quotes, optimizing for search engines, incorporating multimedia, and making the release shareable on social media. It stresses the importance of targeting the right audience and competing with other press releases editors receive. The document also shares tips on learning from proven press release successes and provides contact information for press release consultants.