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Emily Probst from Modern Machine Shop explains how to effectively write and submit a press release. She outlines key steps starting with selecting a relevant topic, such as a new product, technology, event, or management change. A press release is fundamentally a communication tool to inform others about significant happenings in your business, emphasizing its role in the manufacturing industry. Probst highlights the potential for press releases to evolve into more extensive stories, noting that many successful articles originated from submitted information. Lastly, she stresses the importance of being concise, as she receives numerous press releases weekly, making clarity essential for effective communication.