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Now - hold on a minute. Before you go thinking...

You're probably thinking: "OK, I've heard all this before. You're going to tell me that all I need to do is send out a press release and all of a sudden the press is going to be beating down my door. Well - I've tried it, and it ain't that easy!"

Guess what? You're absolutely right. We all know that getting press is probably the best thing that can happen to our businesses. But getting that press is just plain tough.

And you, of course, already know that 90% of the news you see originated in the form of a press release. It's also true that just about every huge business success that started as a small enterprise owes a big part of its success to the news media.

Why, then, is it so damn hard to "get ink"?

The Problem:

Editors and reporters are busy people. Heck, any editor or reporter facing extremely demanding deadlines knows that "busy" is a gross understatement.

Can you imagine what it's like when editors come face-to-face with stacks of a few hundred news releases everyday? About how many seconds do you think they give each one?

And after they give it 2 seconds, and then quickly decide that it's "not a story" - where do you think it goes?

That's right - straight to the trash bin.

The Solution:

History and experience have proven that in order to get news coverage, you need to send a press release that stops that editor 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 out, "Now that's a story!"

In other words, you need to send a news release that is, well – trash proof.

How to Write Trash Proof News Releases

At this point you're probably thinking: "That's great, Matt and Kevin. It's easy for you to say that the news release needs to be trash proof. You've been in the national media before - so what? How does that help me?"

You know what? It doesn't help you one damn bit.

As for me, I've just been really lucky. I know a guy, though, that didn't have the luxury of relying on luck. A guy who has sent out over a million news releases and knows exactly what works and what doesn't.

His name is Paul Krupin and for years he's been the foremost PR and Media Consultant, with over 2,000 clients. He's probably sent out more news releases and had more PR success stories than anyone I've ever met.

As you might have guessed, he’s also the media expert who helped Jeff DeLong achieve his phenomenal success.

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