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Gaining exposure using public relations for your business is a fantastic idea in order to drive sales. To be able to consistently do that takes smart advertising and even smarter publicity tactics.

When it comes to pr though, most people who are new at the game believe they can write a press release, send it to a radio or TV station or local newspaper, then just sit back and wait for the calls. 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, Managing Director of Event Management Services Inc, a full service national PR firm says, " That's a lot of hard work down the drain."

What would be Marsha's first public relations tip? "Find a media niche for your message!"

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

First Up? Television.

All newscasts talk to their viewers through visuals. It's all visual. 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. What we did was to create a pitch about a segment featuring how women can protect themselves from the pitfalls of not understanding how life insurance works."

Marsha Friedman continues, "Sounds boring right? Wrong! 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!"

All newscasts are directed to a specific demographic. 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. Late night news is usually targeted for younger business people.

Matching Up with the World of Talk Radio.

Talk radio shows, unlike TV, solely use spoken words to communicate to their listeners. Friedman adds, "Talk radio is conversational, so be ready to talk." What's more, many radio shows love local angles. Is there a 'community angle in your message?

A similarity held by TV and talk radio is that each show is targeted to a specific demographic. With news, weather sports and traffic, talk show hosts don't have time for 30-minute interviews. 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. After work is the second 'drive time' of the day. "You will find longer interviews here as the audience of listeners are more relaxed and susceptible to longer interviews", adds Friedman.

And don't discount those overnight shows. Think no one's 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!

Magazines and newspapers resemble radio and TV in that they're looking for the newsworthy, the entertaining, the informative as well. But certain segments of print also like visuals.

Marsha Friedman says, "For example, if you're pitching a story about a new clothing or jewelry line - send photo's with your pitch." If you believe your story can really be supported with a photograph, graph or other related visual, then have one at the ready when pitching your story to newspapers and magazines. If you would like to learn more about gaining national media exposure for your company, product or service, without the financial burden of monthly retainers, Marsha 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 costly monthly retainers .