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Emily Probst from Modern Machine Shop discusses how to write and submit an effective press release. She emphasizes that crafting a press release is straightforward if you follow certain steps. Step one involves deciding on the topic, which can range from new products and technologies to events or management changes. Press releases serve as communication tools to inform the media about noteworthy happenings in a business. Step two highlights the importance of being concise, as journalists receive numerous press releases weekly and have limited time to process them. Lastly, she notes that well-crafted press releases can lead to larger stories, showcasing the value of sharing information with the industry.