Press releases and free publicity.

Trash Proof News Releases
by Paul Kruipin.

A new low-cost book which teaches you how to create news
releases that JUMP off the page. Plus it contains over 100 clear,
easy and inspiring proven releases to show you exactly what works.

I've just arrived home from a hard days work on the daily newspaper I'm with, filling in for "The Chief of Staff" (sounds like a White House job doesn't it?)

Early this morning it was my job to sort through the press releases which arrive in bucketloads every day. MY job to decide which could make stories for the paper and give free publicity to the people, mainly big business, seeking it.

And do you know what I did? I tossed most of the press releases into the trashcan because there was no story involved. They were nearly all full of self promoting rubbish that would have a) held little interest for the newspapers readers, and b) should really be paid advertising.

The only ones to make it were for charities, a few that covered local government issues we needed to cover, and one for a unique pair of sunglasses because it offered a good picture opportunity.

At the moment we're short staffed, and filling the newspaper is quite hard. Remember, each day we start afresh. We, and all daily newspapers, have big gaping holes that have to be filled with stories and pictures. The media is a vacuum waiting to be filled.

So why were most press releases tossed?

Very simple. Often it wasn't the quality of the press release writing - many of them were from big PR companies with highly paid writers. They were tossed into the trash because they were not stories.

Stories are the life blood of the media. We exist to tell stories. Stories about you. About your business. About your life. About your business.

The bottom line - before you waste your time and effort in sending out a press release - is DO YOU HAVE A STORY TO TELL.

Let me help you out a bit here. I KNOW that we've all got stories that the media will use. It's just a matter of FINDING THE ANGLE. Call it a gimmick if you like, but when you're mailing out a release you need some unique twist. Think about the USP of your business (unique selling point). Exactly what is different about you?

Is there something in your background you could use to your advantage? Did you once have an unusual vacation job. Was one of your uncles a serial killer (hmm, might not be good to mention that one).

Hold a brainstorming session. Come up with a twist. Find that angle. If you're making or selling something, is there someone special you've sold it to? Is it being put to a use it was never designed for? Think hard enough and you'll come up with something.

You've got to stop the person assigned to read your press release dead dead in his tracks. You need to send a news release that will grab him by the throat, make his heart beat a little faster, and make him shout
"Now that's a story!"

A tall order, I know. But there is a book which will help you avoid the trash can. It's Paul Krupin's "Trash Proof News Releases." This new low-cost book teaches you to create news releases that JUMP off the page. Plus it contains over 100 clear, easy and inspiring proven releases to show you exactly what works.

Visit the Trash Proof site here.