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Most people seem to believe they can write a press release, mail or email it to a radio or television station, and sit back and wait for the avalanche of phone calls. As the days pass by, there are no calls and no interest. And even better, when you make a couple of calls to check on the status of the release!no one has read it!

The following are components of radio and TV press releases that will make your show idea come to life for producers and hosts, and also position you ahead of the pack.

1. Make Your Headline Jump Off the Page

Arguably the most important aspect of your press release, headlines are so vital that entire books and seminars are dedicated to the art of constructing the most effective ones. Now, don't let this scare you. You can write a killer headline by simply keeping a concise overview of your topic.

Ok, now write that idea down on a piece of paper. Now look it over again, remembering that it should be an idea for an interview that relates to your book but most definitely not a summary of the book's theme or content.

What is your key message? Is your show idea newsworthy? Are there any well-known people you can tie into your topic? Do you have any impressive statistics that are relevant? Does anything controversial tie directly into your subject? These answers will help you pull out the hot topics of your message that will make the producers sit up and take notice.

First and foremost, your headline must instantly communicate the topic of the show. If you can come up with a conversation based on the headline!you have found the perfect one! Generally, headlines should be no longer than one sentence. Sometimes you need a subhead. If you are using both of these elements, they should work together to form a cohesive view of the show.

Here are two examples of the successful headline and subhead combination:

Global Economic Chaos? Expert Reveals Predictions on Grim Future of US Economy

Are Personal Conflicts Hurting Your Life? How to Successfully Resolve Squabbles in Everyday Life

2. Topic Summary

This is your chance to present a concise summary of your show topic. It should continue naturally from the headline and expand on it. The headline gets the attention, and the discussion topic gives the reader more.

The discussion topic component of your press release should be two or three sentences, tops. Again, try to tie your topic to current events, big names, big money, or controversy. Don't be worried about repeating yourself in different sections of the press release. After all, you want to get a cohesive point across! Tip: Try writing the headline and topic summary together.

Below is an example of what we have discussed.

Global Economic Problems? Expert Reveals Predictions on Grim Future of US Economy The United States is about to move into a period of major economic chaos and poverty that will wake up people to overthrow the rule of money in society in a ballot-box revolution. Let an internationally renowned expert reveal predictions on the grim future of our economy.

3. Questions

These are an absolute must for radio and TV because they are the shaping tools that guide the host through your topic. Often, hosts read directly from press releases during an interview. This not only makes them look knowledgeable; it saves them heaps of time. So why not have them ask you questions you've created, enabling you to get your specific message heard? It is a terrific way to look good and makes your interview even more interesting.

Yet again, you will need to tie in current events and any controversy that will stir interest. Generally, it is good to give no more than 7 or 10 of these conversation shapers. For instance, here are a few questions that were used in a release for a radio show on "How to Find the Perfect Pet for Your Lifestyle":

*What are the reasons people get a pet? *Is there a criterion that people should follow when seeing if a pet fits into their lifestyle. * What can families do ahead of time to determine what type of pet is best for them? * How can families prepare children for the responsibility of caring for a pet? *What do people have to consider before they adopt a young animal?

If you do get invited as a guest, your interviews will generally last anywhere from 10 to 30 minutes for talk radio and 3 to 5 minutes for TV. So make sure that your message is in bite size chunks that are easy to digest.

Focus the questions on the topic of your book, and the audience will get interested in hearing more about it. There you go! Three quick tips to get make your press releases sizzle

If you would like to learn more about gaining national or local media attention for your company, product or service, without the financial burden of monthly retainers, Marsha 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 monthly retainers .