Tome tries to take 'trash' out of PR press releases

KENNEWICK, WA: Paul Krupin's motive for putting together a book on effective press releases was entirely selfish: he was tired of rewriting them for his clients.

KENNEWICK, WA: Paul Krupin's motive for putting together a book on effective press releases was entirely selfish: he was tired of rewriting them for his clients.

KENNEWICK, WA: Paul Krupin's motive for putting together a book on effective press releases was entirely selfish: he was tired of rewriting them for his clients.

Trash Proof News Releases: The Surefire Way to Get Publicity is an e-book that claims to reduce the torturous maze of press release composition down to straightforward science.

Krupin said he grew to dread reworking his clients' attempts at news releases. 'It's an anguishing sort of experience,' he said. 'You're trying to be persuasive and it's really difficult.'

He kept detailed records on the best releases and the responses they generated, then began to send examples of these to his clients. Krupin realized the best method for teaching the right technique was to focus on the practical. 'You don't want to teach them the theory,' said Krupin, 'just show them something they can copy.'

Krupin has included 120 examples of the most successful news releases in the book. Each of the releases has actually been used by clients of his company, Direct Contact, a publishing and news distribution outfit.

One of Krupin's success stories is Karen Derrico, author of Unforgettable Mutts and organizer of the Million Mutt March this year. Krupin said that Derrico used the book to pen her press release about the march, which took place in Washington, DC on Mother's Day. The march was mentioned in The New York Times and major broadcast stations.

The book is on sale for dollars 37 and is available in electronic form only, either through www.trashproofnewserleases.com or booklocker.com.



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