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Emily Probst from Modern Machine Shop discusses how to write and submit an effective press release. She outlines basic steps to follow, starting with deciding on the topic, which can range from new products and technologies to events and mergers. A press release serves as a communication tool to inform the public about your business activities and why they matter, potentially leading to larger stories in the media. Probst emphasizes the importance of being concise, as she receives numerous press releases weekly, making clarity essential for capturing attention.