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Emily Probst from Modern Machine Shop explains how to write and submit a press release. She outlines basic steps, starting with determining the topic, which can include new products, technologies, events, mergers, or management changes. A press release serves as a communication tool to inform the industry about your business activities and their significance. Probst emphasizes the importance of being concise, as she receives numerous press releases weekly, making brevity essential for processing them effectively. Well-crafted press releases can sometimes evolve into larger stories, highlighting their potential impact.