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If you are struggling with getting the media to pay attention to your press release, do not fear! Here are two great tips to getting your press release to grab the attention of the busy, inundated producer! 1. Topic Overview Once you have gained attention with your eye-catching headline, topic summary, and talking points, it is time to present your full show idea. This is when to position you as an expert on the topic. Now you are not going to go and write a sales piece here. Write the show. Make sure to work your name, quotes and book title into this section of the press release. Use the following liberally to build your topic and profile: statistics, testimonials, current facts, specifics from relevant news stories, and professional credentials. Use anything that will interest the producer, the host, and their audience. Keep this section to a page max.

Here is a Topic Overview for a show on pets:

For some people, "cute" is the only criterion they follow when choosing a new pet. But choosing a pet based on looks can set new "pet parents" up for disaster. Consider the fact that kitties don't look so cute when they are tearing down the curtains. This leads to 6-8 million unwanted pets ending up at local animal shelters each year. This is where pet expert Dr. Diane Pomerance, author of the new book "Pet Parenthood" comes in. As a bonafide animal lover, she wants to help prospective pet owners understand how to make the best decision when choosing a new pet - and to recognize that adopting a pet is a lifetime commitment and responsibility that requires much thought and planning.

"There's no denying the attraction to a cute puppy or kitten," says Dr. Pomerance. "But people need to be fully prepared for what's truly involved in caring for that animal. Realistically speaking, they are bringing a child into their home. Make sure that your pit fits your lifestyle!"

How the children will interact with the pet is another important factor. Pets make wonderful companions for children and can help teach them compassion, responsibility, and respect for all living creatures, as well as boost their self-esteem. Just make sure that the pet you choose really does fit with the lifestyle of your child and family as a whole.

Money also comes into play when adopting a new pet. Think about all of the veterinary bills as well as all of the day-to-day upkeep.

"The reality is, pets can be expensive and time intensive. When you love your pet, obviously you want to provide the best care possible. So understand the responsibilities and cost before you jump in."

5. Biography This is the one piece of the press release that many people omit, play down or play WAY up! It is important to position the author as an expert. Cite a variety of qualifications - education, career, relationships, memberships, travel history, odd pets, and more. If the book is about religion, for example, anything the author does that pertains to religion is applicable.

Two warnings: Sensationalizing and author's credentials will immediately turn producers and hosts off; and simply rehashing a resume with bullet points is an absolute no-no.

If you put lots of work into these aspects of your press release then you will command the media's attention.

Want to learn more about gaining national or local media attention for your company, product or service, without the financial burden of monthly retainers, Marsha 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 PR expert Friedman has the ability to get the media attention that you desire without monthly retainers .