Articles

Marsha Friedman, CEO of Event Management Services Inc, a national PR firm says "From my experience it seems that the missing thing in many people's pr plan is positioning. If you perfectly position your product you will maximize your media exposure and media opportunities." Friedman continues, "So what is positioning? It is simply the art of presenting your book, product or service to the media in such a way as to convey an immediate interest and understanding of the subject. It "positions" your topic with other similar topics in the news so that those reading your press materials can easily understand the subject and see how it compares to others like it. Positioning has been used for decades by Madison Avenue with much success, yet there is little understanding of it. So what this means is that when you consider your press release, the rules need to be rewritten.

Marsha Friedman says, "You always need to put a well-thought out strategy, mixed with creativity into the presentation of your product and service to the media. Let's face it. The competition will always grow exponentially, so you need to get aggressive. But, positioning is the missing link that will pull you through." Let's let Marsha Friedman share some tips that her firm uses to position her clients at EMSI:

1. Make sure that the materials you will be supplying the media with will present a good, clear communication of your message and it's relevance in today's world.

2. Take a look at what you are promoting and find the "pearls" - those pieces of information that set it apart. Or, those statements or assertions that are alarming or ground-breaking about your product and service.

3. Find out how similar topics are being portrayed in the media. How does yours compare? How is it different? Is there a new slant to it?

4. Distill this information into a two page release jam-packed with information and an exciting headline. Keep in mind that you've got to grab and retain the attention of a very busy producer.

5. Don't require the producer or editor to use their imagination to see how the topic would be of interest to their listeners/viewers/readers. Give them an instant concept of the show or article you are suggesting.

6. Personalize the press release for each of the mediums that you are pitching to. Everyone is looking for something different, so know the formats and pitch accordingly.

7. Don't forget your bio! This is your time to really establish yourself as an expert on the topic that you are presenting in your release. It's time to build some credibility.

8. You can be a bit more sales-y with your talk radio press releases, but always remember to give a clear idea of the show and why you are an expert to talk about your topic.

Marsha Friedman adds, "So there you go, some tips to really get your press release in order. But don't forget that without a relentless phone follow up campaign you may not be able to reap the fruits of your labor. You should realize that these are busy, busy, busy people. So many times your release will not even pass their eyes. If you want to get your press release noticed, you will need to call them to follow up. This will definitely put you heads and shoulders ahead of the pack."

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 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.