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Make sure you understand your audience when writing a press release. Keep in mind that your audience is both the reporter to whom you'll send your release, and their readers. Avoid industry jargon and acronyms that the average person won't understand. If you have to use an abbreviation, define it the first time you use it (e.g., "Customer Relationship Management (CRM) is critical to both internet businesses and brick and mortar shops.") Leave it up to the reporter to determine if readers are savvy enough to do without the explanation.