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Emily Probst from Modern Machine Shop explains how to write and submit a press release effectively. She outlines the process in basic steps. First, determine the topic, which could range from a new product or technology to events or management changes. A press release serves as a communication tool to inform the audience about significant happenings in the business and the industry. Probst emphasizes the importance of being concise, as she receives numerous press releases weekly. This brevity helps the media process the information efficiently, allowing for potential coverage of your company's news.