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In this video tutorial, Emily Probst from Modern Machine Shop explains how to effectively write and submit a press release. She outlines important steps to follow, starting with choosing a relevant topic, such as a new product, technology, event, merger, or management change. A press release serves as a communication tool to inform the industry about significant happenings within a business. Probst emphasizes that concise communication is crucial, as she receives numerous press releases weekly, making it essential to capture attention quickly. Effective press releases can lead to larger stories and greater coverage in the manufacturing sector.