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In this tutorial, Emily Probst from Modern Machine Shop explains how to write and submit an effective press release. She outlines key steps starting with choosing a relevant topic, which can range from new products, technologies, events, trade shows, mergers, or leadership changes. A press release serves as a communication tool to inform the media about significant developments in the business and the manufacturing industry, potentially leading to bigger stories. The second step emphasizes the importance of being concise, as journalists receive numerous press releases weekly, making it essential to capture their attention quickly.