Chances are that whether you are the owner, manager, or public relations director of a company, you are always looking for ways to be in the public eye. While advertising is important, it doesn't provide the credibility that PR can. Al Ries, marketing guru and strategist says in his book The Fall of Advertising and the Rise of PR, 'For most companies today, PR is far too important to take a backseat to advertising. In many ways the roles are reversed, PR is in the driver's seat and should lead and direct a marketing program."

A smart way to apply Ries's advice is to secure valuable publicity for your company by appearing as a guest on talk radio. Talk radio is a fantastic vehicle that allows you to speak to sometimes millions of listeners who will be listening in to hear what you have to say! In the enthusiastic words of one of our clients Dr. Cass Ingram, 'Our sales have grown into millions per year from talk radio interviews alone! Consistent talk radio publicity really delivers exposure that is worth its weight in gold."

How about if YOU were getting that sort of exposure during YOUR campaign!

Although talk radio is great, it is tough to know where to begin. This is especially true if you have never tried the medium before. The first step would be to know how to write a powerful press release for this specific medium. But hold on one second. It is good to know that there is more to writing and distributing a press release than meets the eye. Make sure that all of your time and work is channeled into the write direction. How to Get Started

The most challenging part of writing anything is getting started. Gazing down on a blank sheet of paper with a head full of awesome ideas is frustrating. Which one is the best? Which one will interest the producers?

The first step is to understand that you're writing to radio hosts and producers who are inundated with press releases and phone calls every day. Their goal: find great show ideas that their listeners will enjoy.

It is your job to come up with a show idea. Is this easier said than done? Well not necessarily easy, but it is your chance to flex those creative muscles. Think about how you can tie your product, service or message to a newsworthy story that would grab the attention of a producer. Don't limit yourself when going through this process. Allow yourself to think outside of the box!

Now that you have your show idea there is something else to consider: why should a producer interview ME? The answer is easy: They want experts, not just anyone voicing their own opinions.

You are that expert! To cut right to it: who knows your product better than you do? Tell them about the solutions that your product provides to problems that their listeners face, and do it all with enthusiasm and passion!

Combined with your expertise on the subject, a terrific show idea that ties your message to the news, will get producers interested in setting up an interview with you!

If you would like to learn more about gaining media attention for your company, product or service, without the financial burden of monthly retainers, Friedman would love 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 Marsha Friedman has the ability to get the media attention that you desire without breaking your budget with costly monthly retainers .