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Emily Probst from Modern Machine Shop discusses how to write and submit a press release effectively. She emphasizes that it's straightforward if you follow basic steps. Step one involves choosing a topic, such as a new product, technology, event, merger, or management change, as a press release serves to communicate significant happenings in your business to the media. Step two stresses the importance of being concise, noting that with hundreds of press releases received weekly, brevity aids in processing. Ultimately, well-crafted press releases can lead to more extensive stories and greater exposure in the manufacturing industry.