PR and Marketing Podcast - Marsha Friedman

PR and Publicity expert Marsha Friedman explains in detail about the difference between PR and Marketing and the importance of those.

Special coverage is given to how to choose a PR firm so that you get maximum effective exposure in the media for your products.

What costly traps do you have to avoid, and how.

 

 Find the Right PR Firm [27:09m]: Play Now | Play in Popup | Download

August 8th, 2008 | Posted in Marsha Friedman's Public Relations Tips, PR, Positioning | No Comments

Four Tips To Get Talk Radio Hosts Interested in Your Book

Talk radio interviews are one of the bases of a writing homerun.  In fact, they’re custom-made for non-fiction authors who want quick, affordable national exposure for their titles.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your book at the grass-roots level?

* Reach America’s greatest urban markets - Boston to LA - from the comfort and convenience of your own home?

* And, talk directly to fans and fans-to-be?

Publishers and best-selling authors understand all this. They know the marketing and promotional value of appearing as a guest on talk radio.  And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1/ Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show.  Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about - get a feel for the rhythm of it.  Most of all - get a pulse of the public listening in.

TIP #2/ Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie the message of your book into them.  Look for controversy or big names, big money or even relationship issues… These are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle for your book that’s newsworthy means you might even be able to get on the air with your novel - we’ve had success doing that a number of times.

TIP #3/ Pitch Your Topic, Not Your Book or Yourself

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial for your book. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your book. The fact that you’ve authored a book gives you credibility “currency,” so spend it wisely when pitching your cause. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug your book during the interview.

TIP #4/ The Right Press Release Formula 

Nothing is more important than the press release itself - it’s your key to the media’s door.  The quality of our press releases have everything to do with our  success in booking guests.  You want to make sure your headline is enticing - it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

If you need help - give us a call.  Scheduling talk radio interviews is second-nature to us. For nearly 20 years now, we’ve been booking 50 to 100 radio interviews virtually every week for clients. Talk radio producers and hosts from the nation’s 100 biggest markets have come to rely on us for the steady stream of top guests they need.

If you want professional representation to the media, call my partner Steve Friedman at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.  We’d love to help you!

July 16th, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

Have You Started Work on Your Fall Book Promotion Yet?

The scramble for this fall’s book promotion is about to get underway.

Whether you’re a new author, new publisher, or just someone who’s been in this business a long time, you probably understand the reality here.

With nearly 300,000 books published every year, it takes real know-how and promotional intensity to make sure your book stands out from all the other new books being released.

You need that promotional intensity because, with deep pockets, your competition is very serious about how they play the book promotion game.

So, in order to win, you need to know two basic rules.

Rule 1: The Media is Your Best Path to Consumers

The big publishers know the value of great media exposure and what it can mean to the success of a new book.  The game to win is getting on the air and in the news, as soon and as often as possible….and ahead of everyone else!

Considering that fall is a prime publishing season, you need to get a jump-start on your competition - preparing your materials and creating your media strategy NOW.  Why?

First: RIGHT NOW, every book publicist and publicity department at publishing houses have their strategies defined and press materials in progress, or in many cases, in place.

Second: What many book marketers don’t realize is that there are a finite number of media opportunities available for guest interviews.  It’s not like buying advertising time to promote your book where your money is all that matters.

Third: There are a finite number of media opportunities for specific topics! Let’s say your book is about real estate investing, and there’s a similar new book just released from the big boys. Since the morning news shows are slated to only do a couple of stories, at most, about your topic, the race is on to secure those slots. Whether it’s just you (the author) or a big publishing house, it will still come down to who got to the producer first with the best pitch.

Rule 2: Know the Media Timelines

Timelines are how long it usually takes for each of the different media to “bring you to the public.” For example:

1.  Magazines. They have the longest lead time-monthly publications often schedule 3 to 9 months “out.”

2. Book Signings. If book-signings are part of your strategy-and they should be-even if only on a local level — you need to work these well in advance of radio and TV.  Particularly if your book is a fall release. Competition for book-signings is fierce this time of year. If possible, we’ll start as early as 3 months in advance.

3. Local TV. We find it best to pitch producers 4 to 6 weeks in advance. Yes, some producers ask us to call back closer to the date our author will be in town… but even in this case, we’re still there first with our pitch and have hopefully left a positive enough impression to land the segment.

4.  Radio Interviews. Two weeks in advance is a good rule of thumb. Sometimes producers will want you sooner, but this depends on the timeliness of your topic.

5.  Newspapers. We pitch local newspaper journalists one to two weeks in advance, not earlier.  Daily papers are looking for “news” and unlike magazines they’re not planning as far into the future.

As you can plainly see, you need to start your campaign plans right now, right in the middle of summer. That’s the case whether you’re handling your own book promotion or hiring professionals like us to do the job.

And, if you are looking for professionals to help you-keep us in mind. For nearly twenty years now, we’ve been getting media exposure each and every week for non-fiction authors, publishers and a host of other clients.

The difference between us and many other PR firms is our slogan: Guaranteed Media Attention. We guarantee what we’ll do for you. If you pay for talk radio interviews, you’ll get the number of talk radio interviews you paid for.  If you want TV coverage, you’ll only pay for the TV appearances we arrange. Period.

Want to ensure your book isn’t shut out of this busy Fall season?  Call my partner Steve today on 727-443-7115 x 202 or email him at steve@emsincorporated.com.  But, don’t hesitate as the media opportunities will soon be filling up!

July 16th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Radio, Related PR, Television, talk radio | No Comments

The Five Pieces of the Press Release Puzzle: Part 1 of a 2 Part Series

I thought you might enjoy reading an article I wrote which was published in the February 2008 issue of PMA (The Independent Book Publishers Association).  Since the article was lengthy, I’ve split it up into two parts so that it is easy to read.  This is part one:

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.  But as time passes and no producers are beating down the door, they make a few phone calls only to discover that no one even read the release.

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.      Headline! Headline? HEADLINE!!!

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.  Writing a killer headline is definitely a skill that can be developed; all you need is a clear and concise overview of your topic.

Write down your show idea and look it over.  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?  The answers to these questions will help you develop a headline that will capture the attention of producers and hosts.

First and foremost, your headline must instantly communicate the topic of the show.  The test is, if you can envision what the conversation will be about just from the headline - you’ve got it!

Generally, headlines should be no longer than one sentence.  As this is a lot of weight to put on a single sentence, sometimes you will need a subhead to support it.  The result is that anyone who reads the headline and subhead together will immediately click on the concept 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 Ruining 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.

Here is an example of a headline with a topic summary.  Notice the bolded words and how they tie the two together.

Global Economic Chaos?

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.      Talking Points/Question

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?  This makes you look knowledgeable and makes for a great interview!

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 primary reasons people decide to get a pet?
• What criteria should people follow when choosing a pet to make sure it 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 are some of the things people need to consider before adopting a puppy or other 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, concise is a word you should keep in the forefront of your mind.

Remember: The more you focus your questions on the topic of your book, the more interested listeners will be in it.

Well there you have it: the first 3 pieces of the press release puzzle!  Coming up: the final two pieces.

In the meantime, if you are interested in learning more about how we can get your non-fiction book the media attention that it deserves, please call my partner Steve at 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.  Nothing beats a real-life conversation!

June 27th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Positioning, Press Release, Public Relations, Publicity, Radio, Related PR, talk radio | No Comments

The Power of Publicity Series: Compelling Press Releases

Chances are that whether you are the owner, manager, or public relations director of a company, you are always looking for ways to be in the public eye.  While advertising is important, it doesn’t provide the credibility that PR can.  Al Ries, marketing guru and strategist says in his book The Fall of Advertising and the Rise of PR, “For most companies today, PR is far too important to take a backseat to advertising.  In many ways the roles are reversed, PR is in the driver’s seat and should lead and direct a marketing program.”

A smart way to apply Ries’s advice is to secure valuable publicity for your company by appearing as a guest on talk radio.  It’s a great vehicle for speaking directly to thousands (and sometimes millions) of listeners tuning in to hear what you have to say!  In the enthusiastic words of one of our clients Dr. Cass Ingram, “Our sales have grown into millions per year from talk radio interviews alone!  Regular, consistent radio publicity really works!”

Imagine that being your success!

Appearing as a guest on talk radio is a fantastic marketing medium, but if you are not media savvy it is difficult to know where to begin.  The first step would be to know how to write a powerful press release for this specific medium.

When it comes to press releases most people believe they just can write one, email it to a list of radio stations and sit back and wait for the avalanche of phone calls.  But as time passes and no producers are beating down their door, they make a few phone calls to the producers and hosts only to discover that no one even read the release in the first place.  So, all of that time and work goes down the drain bringing you back to square one.

How to Get Started

The most challenging part of writing anything is getting started.  Looking at a blank page with a head full of ideas can be frustrating.  Which one do I use?  Which one will get the response that I need?

The first step is to understand that you’re writing to radio hosts and producers who are inundated with press releases and phone calls every day.  They are looking for the hottest show ideas that their listeners will enjoy.

So, come up with a show idea.  Easy?  Well not necessarily easy, but it is your chance to flex those creative muscles.  Think about how you can tie your product, service or message to a newsworthy story that would grab the attention of a producer.  Think outside the box a bit…some of the best radio show ideas live there!

Now that you have your show idea there is something else to consider: why should a producer interview ME?  The answer is simple: Radio shows need experts, not unqualified guests sharing opinions.

And, you are an expert!  Think about it: who knows your product better than you?  You can talk about the problems your product solves with more knowledge and enthusiasm than anyone else out there.

With a good show idea that ties your message into the news — combined with your experience and expertise on the subject — you now have the tools to start working on a radio release that will get producers calling you!

For nearly 20 years my company has been arranging interviews for clients on talk radio, and as talk radio specialists we know to get the job done.  If you would like some professional help to arrange interviews for you, call Steve at 727-443-7115, Extension 202 or email him at steve@emsincorporated.com and find out about our guaranteed interview campaign for your company.

June 27th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Positioning, Press Release, Public Relations, Publicity, Radio, talk radio | No Comments

The Five Pieces of the Press Release Puzzle: Part 2 of a 2 Part Series

As I promised, here is part two of the article I wrote, recently published in PMA (The Independent Book Publishers Association):

4. Topic Overview

Once you have gained attention with your eye-catching headline, topic summary, and talking points, it is time to present your full show idea.  This is when to position yourself as an expert on the topic.

Do not write a sales piece here.  Write the show.  Work the author’s name, personal quotes, and book title into the overview.  Use the following liberally to build your topic and profile: statistics, testimonials, current facts, specifics from relevant news stories, and professional credentials.  Use anything that will interest the producer, the host, and their audience.  Try to limit this section to no more than a page; the ideal range is four to six paragraphs with no more than four sentences in each one.

A Topic Overview for the show on pets discussed earlier read:

For some people, “cute” is the only criterion they follow when choosing a new pet.  But deciding which pet to adopt based solely on the animal’s appearance can set new “pet parents” up for disaster.  After all, puppies don’t look quite so cute when they’re chewing your furniture!  Lack of foresight is one of the top reasons an estimated 6 to 8 million unwanted pets end up at local animal shelters each year.

Enter pet expert Dr. Diane Pomerance, author of the new book Pet Parenthood: Adopting the Right Animal Companion for You.  As a bonafide animal lover, she wants to help prospective pet owners understand how to make the best decision when choosing a new pet - and to recognize that adopting a pet is a lifetime commitment and responsibility that requires much thought and planning. 

“There’s no denying the attraction to a cute puppy or kitten,” says Dr. Pomerance.  “But people need to be fully prepared for what’s truly involved in caring for that animal.  Realistically speaking, they are bringing a child into their home.  If you don’t have the temperament, the schedule, or the space requirements to meet those needs, you should consider a pet that does fit your lifestyle.”

Another important factor that often goes overlooked is how children in a family will interact with a new pet.  Pets make wonderful companions for children and can help teach them compassion, responsibility, and respect for all living creatures, as well as boost their self-esteem.  But it’s important to determine ahead of time what type of animal best suits the household and what role each family member will take in caring for it. 

Money also comes into play when adopting a new pet.  Vet bills can be expensive, and upkeep for some animals can be costly if they develop health problems.

“The reality is, pets can be expensive and time intensive.  When you love your pet, obviously you want to provide the best care possible.  So it is important to understand the costs and responsibilities ahead of time when choosing your pet.”

5.      Biography

Oddly, this is the element people tend to forget, underplay, or overplay.  It is important to position the author as an expert.  You can cite a variety of qualifications - education, career, relationships, memberships, travel history, odd pets, and more.  If the book is about religion, for example, anything the author does that pertains to religion is applicable.

Two warnings: Sensationalizing and author’s credentials will immediately turn producers and hosts off; and simply rehashing a resume with bullet points is an absolute no-no.

If you take your time developing exactly what a book related interview segment will be about, and then put lots of thought into developing a press release that clearly reflects your planning, you will command more media attention.

Well there you have it: the final 2 pieces of the press release puzzle!  If you are interested in learning more about how we can get your non-fiction book the media attention that it deserves, please call my partner Steve at 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.  We would love to hear from you!

June 27th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Positioning, Press Release, Public Relations, Publicity, Publicity Advice, Radio, talk radio | No Comments

The Power of Buzz Marketing

You hear from me all the time about the power of publicity and how it is a great, cost-effective method of creating “buzz” for your books, products or services.  But I want to share another tip: the importance of staying in the public eye.

Why?  Every year the American public is hit with nearly 300,000 newly published books and an endless number of products and services.  The point is that no matter what you sell or promote, you have fierce competition to contend with.  Your challenge then is to stay ahead of your competitors and continuously be in the face of your prospective customers.

How do I know this?  As a business owner for nearly 20 years, I know the effect that “buzz” marketing has had on my own businesses.  And, like many companies, without a large marketing budget my challenge has always been to think out of the box and find cost effective marketing solutions that keep my company and name in front of my audience.

Any “buzz” marketing starts with a little “Marketing 101.”  Simply put, identify your audience and then make yourself known to them - over and over again. But stay in front of them with quality information that will benefit them.

How do you do that?  I think you know my answer: THE MEDIA!  You’ve probably heard me say a million times that the media is the pathway to consumers… and it’s true!  How else can you gather a captive audience of thousands or millions at one time, who listen to you talk about your book or product for 10 to 20 minutes?  That’s some powerful buzz marketing.

But, it’s media exposure on a continuous basis that creates this “buzz”.  It provides credibility you can’t put a price on and at the same time, generates a valuable level of brand awareness.  And, unlike consistent advertising, on-going media exposure won’t kill your marketing budget.

Now don’t get me wrong.  I’m not suggesting that “buzz” campaigns will supply instant sales results.  I’m saying, if you are consistently in front of your customers with valuable information, eventually the “buzz” will bring them in.

Let’s stay in touch and of course call or email me if you need help with creating more “buzz” in the media!

June 19th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

Exciting News…EMSI’S PRINT CAMPAIGN DELIVERS…LOS ANGELES TIMES, CHICAGO TRIBUNE, COSTCO “Household Almanac”, QUICK & SIMPLE and More!

Every week we get more and more exciting reactions from the media about our clients.  In fact, just this morning we received the latest issue of COSTCO’s “Household Almanac” with a two page feature article about our client and their service!  This magazine has a readership in excess of TWENTY FOUR million people!  To our delight they even used the headline we crafted and the article as we originally wrote it!With that said - if you think that securing this feature article for our client was a “quick and simple” task then you are mistaken.  Being featured in a popular national magazine of this quality takes more than just a few hours, or days of work!  Every article we secure is the direct result of a focused and professional approach…with relentless pursuit thrown in for good measure.

For example, this placement in COSTCO’s “Household Almanac” took close to 5 months of dedicated effort to secure!  That may seem like a long time, but in the world of print publicity this is not uncommon.  To obtain such valuable coverage in a major magazine, you must have a professional, active and organized approach.  Through years of experience we have developed a hard hitting print campaign that focuses on the following 3 key elements:

• We write an attention grabbing, “print-ready” article. Our creative team first does a thorough review of your company to develop an angle about your products, books or services that’s newsworthy. Then, they write an article in the same journalistic style of newspapers and magazines. The headline is created to grab the journalist’s attention while the balance of the article provides the quality content a journalist needs, in order to keep his or her own readers interested!
• We put it in the right hands. Who your article is distributed to is vital. As industry experts with nearly 20 years of experience, we know the importance of sending articles to a targeted list of journalists and publications that would be interested in your topic.
• We love the thrill of the chase! Next, we do relentless follow up: pushing for interviews and stories to secure that valuable coverage. In many cases, such as the campaign for our client featured in Quick & Simple, it can take months…but we don’t give up easily.

Of course successful campaigns are not built on these elements alone.  There is a lot of “behind-the scenes” work and professional know-how involved in securing good results.

In just the last two weeks we secured articles in the following publications:

COSTCO’s “Household Almanac” (Readership: over 24 million!)

Chicago Tribune (Readership: nearly 4 million!)

Los Angeles Times (Readership: over 3 million!)

Quick & Simple (Readership: over 1 million)

In addition to these placements, we’ve also received interest in our clients from the following journalists and publications:

Readers Digest (Readership of nearly 40 million!)

American Baby Magazine (Readership of over 8 million!)

Woman’s World (Readership of over 6 million)

Chicago Tribune (Readership of nearly 4 million)

Los Angeles Times (Readership of over 3 million)

Scientific American (Readership of over 2 million)

Family Magazine (Readership of over 2 million)

The Boston Globe (Readership of over 1 million)

Although it’s important to have a professional team in your corner that knows how to pitch the media on your behalf, a more important factor is having a good product, book or service geared to consumers.

If your company fits this criterion then we would welcome the opportunity to get the print coverage you deserve.  Call my partner Steve at 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.  You’ll find our rate is unbeatable!

June 18th, 2008 | Posted in Clients, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity | No Comments

Two Terrific Publicity Tricks That Will Help You Promote Your Product More Effectively

You know how hard it is to develop a product.
It may be a labor of love, but it’s still a labor.  And while you’re not out there cracking rocks with a sledgehammer, some might even call it hard labor.  That’s okay.  Nothing good comes easy.  And there’s no question that you’re wonderfully suited for this kind of labor, right? But the challenge comes shortly after you finish laboring on your masterpiece.

What do I mean?  You’ve got to jump into the promotional trenches and fight, tooth and nail.  Consumers need to know that your product is out there and national media exposure is the best way for you tell them.

Call it the double whammy of product development - as hard as it is to develop a terrific product, it can be even harder to promote it.  Which has, sadly enough, turned out to be the death sentence for far too many “could-have-been” best-selling products.  After all, how many companies have been great at the first “whammy” only to throw their hands up at the second (and then, tragically, and out of sheer frustration, given up altogether)?

Fortunately, good product promotion doesn’t have to be as mysterious as the pyramids - you can put some little-known (but wonderfully effective) publicity “tricks” to work for you starting this very day.  For example…

Is This YOUR Month?
Ever notice how every month comes with “awareness themes?”

Take April, for example.  Among its other awareness themes, April is Cancer Control Month, National Decorating Month, Physical Wellness Month, National Humor Month, National Autism Awareness Month, Lawn and Garden Month, National Car Care Month and Alcohol Awareness Month.

And that’s just April.  Every month has its own theme list.  And you can bet many of those months have themes aimed at your product.

So what’s the strategy here?  Pretty simple, really: Tie the message of your product to a month’s theme.  Do a good job of that, put your press release right in front of the media’s “nose,” and you could just land several high-profile interviews.

That’s one nice way of cracking into the formerly impenetrable “media fortress.” Here’s another:

Tie into Today’s News

You’ve got to be a bit more agile for this.

Whenever there’s a news story that relates to the message of your product, cook up a strong press release and shoot it right over to talk radio producers, TV news producers and newspaper editors.  These people are ALWAYS looking for credible guests with great slants on today’s news.

How long do these kinds of news windows stay open?  Not long at all.  That’s why, as I said, you’ve got to be quick and agile.

Either that…or you’ve got to enlist the help of a PR professional who is quicker and more agile than you’d ever care to be.

Where Great Product Gets Great PR

Of course, we’d love the opportunity to promote your product.  We’re not rookies at this.  For nearly twenty years now, we’ve been getting our clients the national media exposure they so desperately need.  For example, we schedule 50 to 100 radio interviews virtually every week!  Talk radio producers and hosts from the nation’s 100 biggest markets rely on us for the steady stream of top guests they need.

One big advantage of ours?  We get paid on a performance and project basis rather than a monthly retainer operating on a “best-efforts” basis (which is the way most PR firms bill their clients).

As one of the country’s leading pr firms, we can quickly get you on-the-air and in the news, talking up your product and stirring public interest in your company.

The best part of what we do? Our extremely affordable rates.  If you’re ready to find out how we can create a national “buzz” for your product, call  Steve Friedman at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.  Nothing beats a real-life conversation!

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio | No Comments

10 Reasons Why Talk Radio is the Best Promotion for Your Product and Service!

As publicity experts, talk radio is one of the tools that we use everyday to help our clients gain national recognition, promote their books and popularize their causes.  And because it is so effective our clients keep coming back for more!  Fact is - talk radio may honestly be one of the best-kept marketing secrets there is. There are many reasons why this is true - but let me give you ten to start with:

1. THE RIGHT DEMOGRAPHICS.  Every year Talkers Magazine does a research project to profile who’s listening to talk radio.  And, every year their survey confirms that the talk radio listener is, “diverse, educated, attentive, active and affluent…” If this describes your customer - it’s a perfect match!

2. TARGET AUDIENCE.  Not only are the demographics of talk radio great - but with specialty talk shows on politics, health, relationships, lifestyles, finance, consumer advocacy, sports, etc., we can identify shows that are a perfect match for your service, once we know the audience you’re trying to reach!

3. EFFECTIVE SALES TOOL.  Publicity is definitely not paid advertising.  But it can be far more effective.  Just ask Dr. Arnold Goldstein, well-known financial advisor and author, “The interest in our books from radio interviews has far exceeded the response we’ve seen from our advertising campaigns.  Dollar-for-dollar, talk radio interviews has shown a much better return!”

A compelling radio interview can promote your product or service without the audience even realizing it!  And, as hosts don’t want to be bombarded with phone calls with questions about your company, they’re highly motivated to frequently mention your website or toll-free number.

4. THIRD PARTY ENDORSEMENT.  Talk radio hosts have loyal followings - that’s how they maintain their ratings.  And listeners tune in daily to hear what their favorite host is talking about.  As that host is often thought of as an old friend or even a trusted advisor, when you appear as a guest on their show, listeners hear an implicit endorsement of you, your service and your message!

5. CREDIBILITY.  This is a crucial ingredient in every marketing campaign - and talk radio supplies it in abundance.  One of our clients told us, “…every show I’ve appeared on - the host tells his listeners about my great expertise, my many accomplishments and how proud they are to have me as a guest!  Of course, the more important I am, the more important the host appears to be. As far as promotion and credibility goes - it just doesn’t get any better!”

6. TIME TO TELL YOUR WHOLE STORY.  As a guest - you get not just 60 seconds, but ten to sixty minutes of quality time with a very targeted and attentive audience.  You have enough time to talk about your service and in many cases you have a chance to answer questions from callers.  It’s a perfect way to get your full message heard and understood by the audience!

7. COST-EFFECTIVE PROMOTION.  Talk radio interviews are all done by phone.  So without ever leaving your home or office you can have a direct and oftentimes live conversation with consumers around the country.  Plus our fees for this publicity service are minuscule compared to what you’ll spend in advertising dollars to buy the same amount of air time!

8. IMMEDIATE EXPOSURE. You can be on the air within two to three weeks!  And, because talk radio keeps up with changing times and topics, we can continuously create new angles for your topic that reflect current events, to keep you on the air and in the news on an ongoing basis.

9. BEST BANG FOR THE BUCK.  With probably 1,000 + talk radio interviews under his belt, nutritional products spokesperson, Dr. W. Wong says, “Talk radio is the greatest way to get your message across to a large group of people at one time.  There’s a captive audience during morning and evening drive times, in the middle of the day with stay-at-home moms and people in the workplace and for those folks awake late at night.  It’s better, cheaper and faster than TV appearances.  Without question - talk radio provides the best bang for the buck!”

10. WE CAN DELIVER THE SHOWS FOR YOU! Scheduling talk radio interviews is second-nature to us.  Talk radio producers and hosts from the nation’s 100 biggest markets have come to rely on us for the steady stream of top guests they need.  In fact, that’s why we’re able to schedule 50 to 100 interviews week after week.

If you want to hear more about our affordable talk radio campaigns to promote your service, call my partner Steve Friedman, today at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.

Nothing beats a real-life conversation and we are more than happy to spend as much time as needed to help guide you.

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Positioning, Public Relations, Publicity, Publicity Advice, Related PR, talk radio | No Comments