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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. Marketing guru and strategist Al Ries says , '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! Regular, consistent radio publicity really works!'

Imagine that being your success!

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. 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. Looking at a blank page with a head full of ideas can be 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.

It is your job to come up with a show idea. Is this easier said than done? Not easy, per se, but a chance to let those creative juices flow. 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 media exposure for your company, product or service, without the financial burden of monthly retainers, Marsha is available to be of service . 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 costly monthly retainers .