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In this tutorial, Emily Probst from Modern Machine Shop explains how to write and submit an effective press release. She emphasizes that press releases can cover various topics, such as new products, technologies, events, or management changes. The primary purpose of a press release is to serve as a communication tool that highlights significant developments in a business and their relevance to the manufacturing industry. Probst advises keeping the content concise, noting that she receives numerous press releases weekly, making brevity crucial for capturing attention. The tutorial suggests that well-crafted press releases can lead to larger stories, ultimately benefiting businesses by increasing visibility.