Gaining exposure using public relations for your business is a fantastic idea in order to drive sales. Although advertising constantly may not be the most cost effective way to achieve your goals.

When it comes to public relations though, most people who are new at the game believe that you simply pen an effective release, send it out to the print media and wait for success. Then, when the phone doesn't ring, they might make a follow-up phone call or two to the newsroom!only to learn that no one's even glanced at their release!

Marsha Friedman, Founder of EMSI, a national PR firm says, "Taking a passive approach with the media will not get you many positive results."

So what's your first 'media marketing' step? Simple. You need to find the media 'niche' that best suits your message.

You first need to look at your message and ask yourself a few questions. Is it newsworthy? Is it consumer related? Is there a financial income I'm targeting? "These answers will point you to the correct medium", adds Friedman.

First Up? Television.

Whether a morning, noon or evening newscast, they communicate to their audience through pictures. It's all about the pictures! Producers are searching for topics that can be communicated to the audience in a visual and entertaining way, while being informative at the same time. "So if your topic doesn't lend itself to visuals, then I would think again about using television to communicate your message", says Marsha Friedman.

"We once had a life insurance agency that wanted us to arrange local and national TV appearances for their CEO. The segment pitch we prepared was an interview about the importance of life insurance and why it's vital for women to protect themselves for the future."

Friedman continues, "That probably sounds to you like a visual sleeping pill, right? But we had our client prepare big, attractive graphs showing the mortality rate of women versus men, and that told a powerful visual story. In the end it was a very successful interview for our client!"

Every newscast is targeted to a precise market. For example , early morning news shows are usually watched by working adults and families getting ready for school. Noon shows are aimed for housewives and retirees. 11pm news shows are directed towards a young professional audience.

Now, how about talk radio.

Talk radio talk to their audience through words and not through pictures. Friedman adds, "Talk radio is conversational, so be ready to talk." This medium also loves hot, newsworthy angels. Can you tie your topic to a news story that is hot in your area?

Like TV, radio talk shows vary from morning to night. Morning shows, as you might suspect, generally have shorter interviews during 'drive time.' As you would expect with the news, weather and traffic segments, there is not really time for an interview. Noon shows, now run the gamut of topics since so many people listen to the radio at work. Today, you'll find lots of business shows airing during the work hours. When work is finished for the day, when you turn on the radio you will be hearing the 2nd drive time of the broadcasting day. "Listeners are more relaxed then, and it's more conducive to a longer interview", adds Friedman.

Let's not forget about the overnight shows! Don't think that no one is listening. You'd be mistaken. Evening and overnight interviews reach a broad audience of listeners, including 2nd and 3rd shift workers, public service employees, truckers and many people who work overnight.

Now, why not get your name in print!

The print media are similar to talk radio and television because they are suckers for hot, entertaining, news stories. They are also similar to television at times as they like to have visuals every once in awhile.

Marsha Friedman says, "If you have a story about a gourmet food product, make sure to include a delectable dish photo." Whenever appropriate, photos can help you make the grade. If you would like to learn more about gaining media attention for your company, product or service, without the financial burden of monthly retainers, Marsha Friedman is here to help . Feel free to contact her directly at mfriedman@emsincorporated.com or visit her firm online at http://www.emsincorporated.com. As a public relations expert Friedman has the ability to get the media attention that you desire without costly monthly retainers .

Marsha Friedman has been a leading authority on public relations for nearly two decades as CEO of Event Management Services, Inc (EMSI). If you would like to receive her free Ebook "How to Be a Great Talk Radio Guest" visit http://www.emsincorporated.com.