Marsha Friedman, Chief Executive Officer 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. 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? 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 adds, “A creative and well thought out presentation of your product to the media is an absolute must! With the infinitely growing competition in the market, there’s a demand on businesses to get more aggressive about their promotion. 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. Take a close look at the media and see how other items like yours are being handled and portrayed. Are they being treated well? Ignored?
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. Always include those special features about yourself (or your spokesperson) that make you an authority on the topic; why you would make a good guest (and not put the audience to sleep) and what questions could be asked during the interview.
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. Often times the media never receives your materials or was interested but just too busy to call for more information. 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 media attention 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 Friedman has the ability to get the media attention that you desire without 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.
- Marsha Friedman
Highlights 
November 25th, 2008 