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Marsha Friedman, Chief Executive Officer of Event Management Services Inc, a national PR firm says " In my nearly twenty years of experience in the public relations industry the missing link to many publicity campaigns is positioning! I have found that by correctly positioning each book, product or service you can literally double your media exposure." Friedman adds, "What do I mean by positioning? Presenting yourself to the media in a way that immediately grabs and holds their interest in your topic." 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. Even though positioning has been around for years, it is still an elusive fact for many people looking to promote their book, product or service. So what this means is that when you consider your press release, the rules need to be rewritten.

Marsha Friedman adds, "A creative and well thought out presentation of your product to the media is an absolute must! The competition for attention makes the job of publicity increasingly more difficult. Positioning is the missing link to your promotion that will really help you add lots of media successes to your public relations initiative." Let's let Marsha Friedman share some tips that her firm uses to position her clients at EMSI:

1. Your press materials must have a good understanding not only of your unique message but also how it is relevant to today's society.

2. Really look at what you are actually promoting and find the "hot" pieces of information that really put it in front of the pack. Find out what is ground breaking about it.

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. Then start writing your press release! Make sure that you get all of these "pearls" of wisdom down on a two page (maximum) release and slap an eye-catching headline at the top. The audience of your press release is a very inundated producer, so make it eye catching!

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 says, "Lastly, bear in mind that no matter how good your press materials are, without a good follow-up campaign by phone, your efforts may not pay off. Often times the media never receives your materials or was interested but just too busy to call for more information. Following up by phone puts you ten steps ahead of the hundreds of publicists desperately vying for their attention."

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 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 PR expert Marsha has the ability to get the media attention that you desire without budget busting monthly retainers.