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In this tutorial, Emily Probst from Modern Machine Shop explains how to write and submit an effective press release. She outlines the process in two key steps. Step one involves selecting a topic for the press release, which can range from new products and technologies to events, mergers, or management changes. A press release serves as a communication tool to inform the industry about significant happenings in your business. Step two emphasizes the importance of being concise, as editors receive numerous press releases weekly and need to process them efficiently. Successful press releases can lead to broader stories, showcasing the significance of sharing information about your business activities.