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Emily Probst from Modern Machine Shop explains how to effectively write and submit a press release. She outlines key steps, starting with deciding on the topic, which can include new products, technologies, events, or business updates. A press release serves as a communication tool to inform the audience about significant developments in a business and the manufacturing industry. Probst emphasizes the importance of brevity, noting that she receives numerous press releases weekly, making concise writing crucial for capturing attention and conveying essential information effectively. Press releases can also lead to larger stories, enhancing visibility for the businesses involved.