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The video discusses the role of press releases in book marketing, particularly for book launches. Julie, from Book Launchers, explains that while press releases, which typically include a headline, quote, and book details, seem beneficial for gaining media attention, their effectiveness for authors is questionable. She emphasizes the importance of professional self-publishing, promoting nonfiction books that can significantly impact readers and help authors grow their brands and businesses while retaining all rights and royalties. The video aims to clarify the relevance of press releases in today's marketing landscape, comparing its past significance in the 1990s.