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Gaining exposure using public relations for your business is a fantastic idea in order to drive sales. Although advertising constantly may not be the most cost effective way to achieve your goals.

When it comes to publicity though, most people who are new at the game believe they can write a press release, send it to a radio or TV station or local newspaper, then just sit back and wait for the calls. Then, when the phone doesn't ring, they might make a follow-up phone call or two to the newsroom!only to learn that no one's even glanced at their release!

Marsha Friedman, Chief Executive Officer of EMSI, a national public relations firm says, "Taking a passive approach with the media will not get you many positive results."

What would be Marsha's first public relations tip? "Find a media niche for your message!"

When it comes to effective PR, Marsha Friedman says, "Take a look at your message and see if it can be tied to the news. Is it timely?" Does it have a local twist? Is there a financial income I'm targeting? The answer to these questions will help you determine the correct medium.

First Up? Television.

Whether a morning, noon or evening newscast, they communicate to their audience through pictures. It's all visual. A producer is looking for something 'camera-worthy' that's also newsworthy, entertaining, informative, or a 'how-to.' "If you don't think your message can be visual, think again", says Marsha Friedman.

"We once had a life insurance agency that wanted us to arrange local and national TV appearances for their CEO. The segment pitch we prepared was an interview about the importance of life insurance and why it's vital for women to protect themselves for the future."

Marsha Friedman continues, "Sounds boring right? Wrong! But we had our client prepare big, attractive graphs showing the mortality rate of women versus men, and that told a powerful visual story. In the end it was a very successful interview for our client!"

Every newscast is targeted to a precise market. To give you an idea, early morning news shows are usually watched by working adults and families getting ready for school. Noon shows are aimed for stay at home moms and retired individuals. 11pm news shows are directed towards a young professional audience.

Matching Up with the World of Talk Radio.

Talk radio shows, unlike TV, solely use spoken words to communicate to their listeners. Friedman adds, "Talk radio is conversational, so be ready to talk." This medium also loves hot, newsworthy angels. Can you tie your topic to a news story that is hot in your area?

Like TV, radio talk shows vary from morning to night. Morning shows, as you might suspect, generally have shorter interviews during 'drive time.' As you would expect with the news, weather and traffic segments, there is not really time for an interview. Noon shows, really cover an array of topics across the board as now many people tune in at their office. Today, you'll find lots of business shows airing during the work hours. After work is the second 'drive time' of the day. "Listeners are more relaxed then, and it's more conducive to a longer interview", adds Friedman.

Let's not forget about the overnight shows! Think no one's listening? You'd be mistaken. Evening and overnight interviews reach a broad audience of listeners, including 2nd and 3rd shift workers, public service employees, truckers and many people who work overnight.

Getting Yourself in Print.

Magazines and newspapers resemble radio and TV in that they're looking for the newsworthy, the entertaining, the informative as well. But certain segments of print also like visuals.

Marsha Friedman says, "For example, if you're pitching a story about a new clothing or jewelry line - send photo's with your pitch." If you believe your story can really be supported with a photograph, graph or other related visual, then have one at the ready when pitching your story to newspapers and magazines. If you would like to learn more about gaining 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 PR expert Marsha 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.