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Emily Probst from Modern Machine Shop discusses how to write and submit an effective press release. She emphasizes that it’s easier than it might seem if you follow these basic steps. First, decide on the subject of the press release, which could be about a new product, technology, event, trade show, merger, or management change. A press release serves as a communication tool to inform others about significant happenings in your business and why they matter. Probst notes that sometimes these releases can evolve into larger stories. Second, she highlights the importance of being concise, as she receives numerous press releases weekly, making brevity essential for effective communication.