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Emily Probst from Modern Machine Shop explains how to write and submit a press release effectively. She outlines basic steps starting with choosing a topic, which can range from new products and technologies to events and company changes. A press release serves as a communication tool to inform others about important developments in a business and the manufacturing industry, potentially leading to larger stories. Probst emphasizes the importance of being concise, as she receives numerous press releases each week, making brevity crucial for capturing attention.