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If you use an abbreviation in your release, even if it's common in your industry, spell out the first instance and follow it with the abbreviation in parentheses. For example, "Customer Relationship Management (CRM) software." You can then use the acronym alone on subsequent references in the same press release. You never know who will be reading the article that's generated by your release, so leave it to the journalist to determine what level of jargon his or her readers can tolerate.