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. 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. 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.

Ask yourself some questions about your message, if the idea is newsworthy, are there any celebrities that you can incorporate, are there any statistics that are relevant, etc. These answers will help you pull out the hot topics of your message that will make the producers sit up and take notice.

The headline that you choose must communicate your show idea instantly to the producer. The test is, if you can envision what the conversation will be about just from the headline - you’ve got it! Headlines should be limited to one sentence. Sometimes you need a subhead. 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 Tough Future of US Economy

Are Personal Conflicts Ruining Your Life? How to Successfully Resolve Troubles in Everyday Life

2. Topic Summary

This is your chance to present a concise summary of your show topic. This builds on naturally from the headline. 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. Make sure to 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! A great way of doing this is to write both the headline and this section together.

Here is an example of a headline with a topic summary.

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. Questions

You absolutely cannot leave these out of your release. They guide the producer and host through your message! Often, hosts read directly from press releases during an interview. This is their time-saving trick. 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 reasons people get a pet? *Is there a criterion that people should follow when seeing if a pet fits into their lifestyle. *Can families plan ahead for a pet? *How can we get children ready for the responsibility of caring for a dog or cat? * What are some of the things people need to consider before adopting a puppy or other young animal?

If you are asked on the show, interviews tend to be 10-30 for talk radio and 3-5 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 3 vital elements to making your press release a success.

If you would like to learn more about gaining national and local media exposure 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 Friedman has the ability to get the media attention that you desire without budget busting 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