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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. It's a great vehicle for speaking directly to thousands (and sometimes millions) of listeners tuning 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. Your first step: write a powerful press release focused on talk radio. When it comes to press releases most people believe they just can write one, email it to a list of radio stations and sit back and wait for the avalanche of phone calls. But as time passes and no producers are beating down their door, they make a few phone calls to the producers and hosts only to discover that no one even read the release in the first place. So, all of that time and work goes down the drain bringing you back to square one. 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 do I use? Which one will get the response that I need?

First you need to grasp the fact that the people you are sending these to are busy. Producers and hosts receive floods of releases every day. Their goal: find great show ideas that their listeners will enjoy.

It is your job to come up with a show idea. Easy? Not easy, per se, but a chance to let those creative juices flow. Consider how you would tie your message to a story that is out there in the news, while creating an attention grabbing angle. Think outside the box a bit!some of the best radio show ideas live there!

Once you have a show idea it is best to ask yourself the question: Why would an interview choose me? The answer is easy: They want experts, not just anyone voicing their own opinions.

And, you are an expert! Think about it: who knows your product better than you? You can talk about the problems your product solves with more knowledge and enthusiasm than anyone else out there.

With a good show idea that ties your message into the news -- combined with your experience and expertise on the subject -- you now have the tools to start working on a radio release that will get producers calling you!

If you would like 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 is available to be of service . 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 .