Every business is looking for new and exciting ways to get attention for your products and services. 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!

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. 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 is the best? Which one will interest the producers?

The first step is to understand that you're writing to radio hosts and producers who are inundated with press releases and phone calls every day. They are looking for the hottest 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. Don't limit yourself when going through this process. Allow yourself to think outside of the box!

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.

You are that 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 Friedman 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 PR expert Friedman has the ability to get the media attention that you desire without 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.