Gaining exposure using public relations for your business is a fantastic idea in order to drive sales. In order to do this you have to be really smart when it comes to the advertising and public relations tactics that you employ.

When it comes to publicity though, most people who are new at the game believe that you simply pen an effective release, send it out to the print media and wait for success. 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, " That's a lot of hard work down the drain."

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?" Is it a topic I can have a long conversation about? Is there a financial income I'm targeting? The answer to these questions will help you determine the correct medium.

First Up? Television.

All newscasts talk to their viewers through visuals. 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."

Friedman continues, "That probably sounds to you like a visual sleeping pill, right? But we had our client prepare big, attractive graphs showing the mortality rate of women versus men, and that told a powerful visual story. It wound up being a very successful interview for the media as well as our client."

All newscasts are directed to a specific demographic. To give you an idea, early morning news shows are usually watched by working adults and families getting ready for school. Lunchtime shows are aimed for housewives and retirees. Late night news is usually targeted for younger business people.

Matching Up with the World of Talk Radio.

Radio talk shows, in contrast to TV, communicate through words rather than pictures. Friedman adds, "Talk radio is conversational, so be ready to talk." What's more, many radio shows love local angles. Can you tie your topic to a news story that is hot in your area?

A similarity held by TV and talk radio is that each show is targeted to a specific demographic. With news, weather sports and traffic, talk show hosts don't have time for 30-minute interviews. Midday shows, now run the gamut of topics since so many people listen to the radio at work. So now more then ever you can expect to catch a business program during the typical workday. When work is finished for the day, when you turn on the radio you will be hearing the 2nd drive time of the broadcasting day. "You will find longer interviews here as the audience of listeners are more relaxed and susceptible to longer interviews", adds Friedman.

And don't discount those overnight shows. Think no one's listening? Overnight shows are heard by a hoard of people that have a different schedule from the norm.

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. They are also similar to television at times as they like to have visuals every once in awhile.

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 national media exposure 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 Friedman 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.