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Emily Probst from Modern Machine Shop explains how to write and submit a press release effectively. She outlines basic steps starting with identifying the subject, such as a new product, technology, event, trade show, merger, or management change. A press release serves as a communication tool to inform the media about important developments in the manufacturing industry, potentially leading to larger stories. Probst emphasizes the importance of being concise, as she receives numerous press releases weekly, making it essential to provide clear and focused information to capture attention.