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In this tutorial, Emily Probst from Modern Machine Shop explains how to write and submit an effective press release. She outlines key steps to follow: 1. **Decide the Topic**: Choose what to write about, such as a new product, technology, event, trade show, merger, or management change. A press release serves as a communication tool to convey important developments in your business and their relevance to the industry. 2. **Be Concise**: Given the high volume of press releases received weekly, clarity and brevity are crucial for effective communication and processing. Probst emphasizes that well-crafted press releases can evolve into significant stories that highlight industry happenings.