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In this tutorial, Emily Probst from Modern Machine Shop explains how to write and submit an effective press release. She highlights the importance of choosing a relevant topic, which can include new products, technologies, events, or management changes. A press release serves as a communication tool to inform others about significant developments in your business and attract attention to the manufacturing industry. Probst emphasizes the value of conciseness, noting that she receives numerous press releases weekly, making it crucial to present information clearly and efficiently. Well-crafted press releases can lead to larger stories and increased coverage.