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. Talk radio is a fantastic vehicle that allows you to speak to sometimes millions of listeners who will be listening 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. The first step would be to know how to write a powerful press release for this specific medium. 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 hardest part of writing a press release: getting started. Gazing down on a blank sheet of paper with a head full of awesome ideas is frustrating. Which one is the best? Which one will interest the producers?

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.

So, come up with a show idea. Easy? Well not necessarily easy, but it is your chance to flex those creative muscles. Think about how you can tie your product, service or message to a newsworthy story that would grab the attention of a producer. Think outside the box a bit!some of the best radio show ideas live there!

Now that you have your show idea there is something else to consider: why should a producer interview 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? Tell them about the solutions that your product provides to problems that their listeners face, and do it all with enthusiasm and passion!

Combined with your expertise on the subject, a terrific show idea that ties your message to the news, will get producers interested in setting up an interview with you!

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 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 Marsha has the ability to get the media attention that you desire without breaking your budget with 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.