Resources & Articles - RE-Leesburg.com

Marsha Friedman, CEO of EMSI, a national public relations firm says " In my nearly twenty years of experience in the public relations industry the missing link to many publicity campaigns is positioning! I have found that by correctly positioning each book, product or service you can literally double your media exposure." Friedman continues, "So what is positioning? Presenting yourself to the media in a way that immediately grabs and holds their interest in your topic." This will position your topic next to other hot and similar news stories!which will really help people have a quick and simple understanding of your topic. Positioning has been used for decades by Madison Avenue with much success, yet there is little understanding of it. So what this means is that when you consider your press release, the rules need to be rewritten.

Marsha Friedman adds, "A creative and well thought out presentation of your product to the media is an absolute must! The competition will always grow exponentially, so you need to get aggressive. But, positioning is the missing link that will pull you through." Let's let Marsha Friedman share some tips that her firm uses to position her clients at EMSI:

1. Your press materials must have a good understanding not only of your unique message but also how it is relevant to today's society.

2. Take a look at what you are promoting and find the "pearls" - those pieces of information that set it apart. Or, those statements or assertions that are alarming or ground-breaking about your product and service.

3. Find out how similar topics are being portrayed in the media. How does yours compare? How is it different? Is there a new slant to it?

4. Then start writing your press release! Make sure that you get all of these "pearls" of wisdom down on a two page (maximum) release and slap an eye-catching headline at the top. The audience of your press release is a very inundated producer, so make it eye catching!

5. Be plain and obvious. If you the producer or editor has to really think hard to decipher your message, they will pass over you. Give them an instant concept!

6. Don't send out the same release to the different media. Remember that they are each looking for something different. A 20 minute interview on a talk radio show is not the same as a 5 minute television news interview.

7. Always include those special features about yourself (or your spokesperson) that make you an authority on the topic; why you would make a good guest (and not put the audience to sleep) and what questions could be asked during the interview.

8. You can be a bit more sales-y with your talk radio press releases, but always remember to give a clear idea of the show and why you are an expert to talk about your topic.

Marsha Friedman says, "Lastly, bear in mind that no matter how good your press materials are, without a good follow-up campaign by phone, your efforts may not pay off. Often times the media never receives your materials or was interested but just too busy to call for more information. Following up by phone puts you ten steps ahead of the hundreds of publicists desperately vying for their attention."

If you would like to learn more about gaining national and local media exposure for your company, product or service, without the financial burden of monthly retainers, 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 monthly retainers .