What the reporter says to produce an effect (7)

I believe the answer is:

impress

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'effect' is the definition.
The answer and definition can be both to do with creating things as well as being verbs in their base form.
Maybe they are linked in a way I don't understand?

I don't understand the remainder of the clue.

Can you help me to learn more?

(Other definitions for impress that I've seen before include "Wow" , "Slay" , "Create an effect in the mind of" , "Make mark or pattern by applying pressure" , "Affect deeply" .)

I've seen this clue in The Irish Independent.

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