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Emily Probst from Modern Machine Shop explains how to write and submit a press release effectively. She outlines basic steps, beginning with the selection of a topic, which can range from new products and technologies to events and management changes. A press release serves as a communication tool to inform stakeholders about significant developments in the business and the manufacturing industry. Probst emphasizes the importance of being concise, as she receives numerous press releases weekly and has limited time to review them. Clear and focused messaging increases the chances of catching the attention of industry reporters.