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 pr 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, Managing Director of EMSI, a national public relations firm says, " That's a lot of hard work down the drain."

So what's your first 'media marketing' step? Simple. You need to find the media 'niche' that best suits your message.

You first need to look at your message and ask yourself a few questions. Is it newsworthy? Is it consumer related? 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. Producers are searching for topics that can be communicated to the audience in a visual and entertaining way, while being informative at the same time. "So if your topic doesn't lend itself to visuals, then I would think again about using television to communicate your message", 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!"

All newscasts are directed to a specific demographic. 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.

Now, how about 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. Is there a 'community angle in your message?

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.

And don't discount those 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.

The print media are similar to talk radio and television because they are suckers for hot, entertaining, news stories. 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." Whenever appropriate, photos can help you make the grade. If you would like to learn more about gaining national and local media exposure for your company, product or service, without the financial burden of monthly retainers, Marsha 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 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.