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Emily Probst from Modern Machine Shop discusses how to effectively write and submit a press release. She outlines key steps, starting with choosing a relevant topic such as a new product, technology, event, or management change. Press releases serve as a communication tool to inform the industry about significant developments. Probst emphasizes the importance of conciseness, noting that she receives numerous press releases weekly, making it crucial for submissions to be clear and to the point. By providing well-crafted press releases, businesses can potentially lead to larger stories in the media, showcasing what is happening in the manufacturing sector.