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Emily Probst from Modern Machine Shop explains how to write and submit a press release effectively. She outlines the process in basic steps, starting with selecting a topic, such as a new product, technology, event, or management changes. A press release serves as a communication tool to inform others about significant developments in a business, helping reporters understand what is relevant in the manufacturing industry. Probst emphasizes the importance of being concise, as she receives numerous press releases weekly, making brevity essential for capturing attention and potentially leading to larger stories.