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Emily Probst from Modern Machine Shop discusses how to write and submit a press release effectively. She emphasizes that it is a straightforward process involving a few key steps. First, identify the topic of the press release, which can range from new products and technologies to events and mergers. The press release serves as a vital communication tool to convey what is happening in a business and why it matters to the industry. Probst notes that these releases can often lead to larger stories, as valuable information may emerge from them. Lastly, she stresses the importance of being concise, as she receives numerous press releases weekly, making it crucial for them to be easily digestible.