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Emily Probst from Modern Machine Shop explains how to write and submit a press release effectively. She outlines key steps, starting with choosing a topic, such as a new product, technology, event, trade show, merger, or management change. A press release serves as a communication tool that highlights important developments in a business, making it essential for informing media about significant industry happenings. Probst emphasizes the need for conciseness, noting that she receives numerous press releases weekly, which require efficient processing. The information shared can lead to larger stories, and many of the magazine's significant articles have originated from press releases submitted by businesses.