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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. The first step would be to know how to write a powerful press release for this specific medium. But hold on one second. It is good to know that there is more to writing and distributing a press release than meets the eye. So, all of that time and work goes down the drain bringing you back to square one. How to Get Started

The hardest part of writing a press release: 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. They are looking for the hottest show ideas that their listeners will enjoy.

So, 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. 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! 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!

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, 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 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.