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The video discusses the role of press releases in book marketing, particularly for book launches. Julie, from Book Launchers, explains that while press releases can theoretically generate media attention with a headline, quote, and book details, their actual utility for authors today may be questionable. She introduces the video by affirming her team's mission to assist authors in writing, publishing, and promoting nonfiction books, aiming to enhance their impact and profitability while retaining rights and royalties. Additionally, she notes that press releases were once crucial for media attention in the 1990s, indicating a shift in their relevance over time.