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Emily Probst from Modern Machine Shop discusses the process of writing and submitting a press release. She outlines basic steps, starting with choosing a relevant topic, which could include new products, technologies, events, mergers, or management changes. A press release serves as a communication tool to inform the audience about important updates in the business and the manufacturing industry. Probst emphasizes the importance of conciseness, noting that she receives numerous press releases weekly, and appreciates clear and direct information that can potentially lead to larger stories.