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If you are struggling with getting the media to pay attention to your press release, do not fear! Here are two great tips to getting your press release to grab the attention of the busy, inundated producer! 1. Topic Overview After you have grabbed the attention of the busy producer or host with your headline, topic summary and talking points it is now time to present your show idea. This is when to position you as an expert on the topic. Do not write a sales piece here. In the Topic Overview, write your show idea. Make sure to work your name, quotes and book title into this section of the press release. 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.

Here is a Topic Overview for a show on pets:

Some people think "cute" is the only thing that is important when it comes to choosing a pet. But choosing a pet based on looks can set new "pet parents" up for disaster. After all, puppies don't look quite so cute when they're chewing your furniture! This leads to 6-8 million unwanted pets ending up at local animal shelters each year. This is where pet expert Dr. Diane Pomerance, author of the new book "Pet Parenthood" comes in. 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.

"People need to be ready for what is truly involved in taking care of an animal," says Dr. Diane 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. Make sure that your pit fits your lifestyle!"

How the children will interact with the pet is another important factor. 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. Think about all of the veterinary bills as well as all of the day-to-day upkeep.

"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 This is the one piece of the press release that many people omit, play down or play WAY up! It is important to position the author as an expert. Make sure that you talk about all of your qualifications. If the book is about religion, for example, anything the author does that pertains to religion is applicable.

Be very aware not to sensationalize your credentials or simply rehash the other elements of the press release.

If you put lots of work into these aspects of your press release then you will command the media's attention.

Want 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 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 has the ability to get the media attention that you desire without monthly retainers .