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 public relations 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. But when the requests DON'T come in, maybe you would make a couple of call to the newsroom with little to no success.

Marsha Friedman, Founder of Event Management Services Inc, a full service national PR 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 consumer related? Is there a financial income I'm targeting? "These answers will point you to the correct medium", adds Friedman.

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.

"My firm had a life insurance agency as a client and they really wanted television exposure for their Chief Executive Officer. 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! What we did to make the segment really terrific is that we told our client to create large, colorful graphs in order to really create a compelling and visual story. In the end it was a very successful interview for our client!"

Each newscast, believe it or not, is written specifically for a targeted audience that's based on age, profession, and income. For example , 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. Late night news is usually targeted for younger business people.

Matching Up with the World of Talk Radio.

Talk radio talk to their audience through words and not through pictures. Friedman adds, "Talk radio is conversational, so be ready to talk." What's more, many radio shows love local angles. Is there a 'community angle in your message?

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, 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. 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. Don't think that no one is 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. They are also similar to television at times as they like to have visuals every once in awhile.

Marsha Friedman says, "If you have a story about a gourmet food product, make sure to include a delectable dish photo." 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 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 public relations expert 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.