Gaining exposure using public relations for your business is a fantastic idea in order to drive sales. Although advertising constantly may not be the most cost effective way to achieve your goals.

When it comes to public relations though, most people who are new at the game believe that you simply pen an effective release, send it out to the print media and wait for success. 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, CEO of EMSI, a 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!"

When it comes to effective PR, Marsha Friedman says, "Take a look at your message and see if it can be tied to the news. Is it timely?" Is there a visual aspect to it? Is there a financial income I'm targeting? The answer to these questions will help you determine the correct medium.

First Up? Television.

All newscasts talk to their viewers through visuals. It's all visual. A producer is looking for something 'camera-worthy' that's also newsworthy, entertaining, informative, or a 'how-to.' "If you don't think your message can be visual, think again", says Marsha Friedman.

"My firm had a life insurance agency as a client and they really wanted television exposure for their Chief Executive Officer. The segment pitch we prepared was an interview about the importance of life insurance and why it's vital for women to protect themselves for the future."

Friedman continues, "That probably sounds to you like a visual sleeping pill, right? What we did to make the segment really terrific is that we told our client to create large, colorful graphs in order to really create a compelling and visual story. In the end it was a very successful interview for our client!"

Every newscast is targeted to a precise market. For instance , early morning news shows are usually watched by working adults and families getting ready for school. 12:00pm shows are aimed for housewives and retirees. 11pm news shows are directed towards a young professional audience.

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." This medium also loves hot, newsworthy angels. 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. So now more then ever you can expect to catch a business program during the typical workday. After work is the second 'drive time' of the day. "Listeners are more relaxed then, and it's more conducive to a longer interview", adds Friedman.

Let's not forget about the overnight shows! Don't think that no one is 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.

Getting Yourself 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, "If you have a story about a gourmet food product, make sure to include a delectable dish photo." Whenever appropriate, photos can help you make the grade. If you would like to learn more about gaining 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 public relations expert Marsha has the ability to get the media attention that you desire without costly monthly retainers .

Marsha Friedman has been a leading authority on public relations for nearly two decades as CEO of Event Management Services, Inc (EMSI). If you would like to receive her free Ebook "How to Be a Great Talk Radio Guest" visit http://www.emsincorporated.com.