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! One of our clients have said it best when they told us, 'Our sales have grown into millions per year from talk radio interviews alone! Regular, consistent radio publicity really works!'

How about if YOU were getting that sort of exposure during YOUR campaign!

Appearing as a guest on talk radio is a fantastic marketing medium, but if you are not media savvy it is difficult to know where to begin. 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. Make sure that all of your time and work is channeled into the write direction. How to Get Started

The most challenging part of writing anything is getting started. Looking at a blank page with a head full of ideas can be 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. Is this easier said than done? Well not necessarily easy, but it is your chance to flex those creative muscles. Consider how you would tie your message to a story that is out there in the news, while creating an attention grabbing angle. Don't limit yourself when going through this process. Allow yourself to think outside of the box!

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! To cut right to it: who knows your product better than you do? 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 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 budget busting 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.