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Emily Probst from Modern Machine Shop discusses how to write and submit an effective press release. The process involves basic steps, starting with choosing a topic, which could include new products, technologies, events, or management changes. A press release serves as a communication tool to inform the public about significant developments in a business and their relevance to the manufacturing industry. Probst emphasizes the importance of being concise, as she receives numerous press releases weekly, which can be overwhelming to process. The information shared could lead to larger stories in the publication, underscoring the value of submitting such communications.