"From my experience it seems that the missing thing in many people's pr plan is positioning. If you perfectly position your product you will maximize your media exposure and media opportunities."

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. This will position your topic next to other hot and similar news stories!which will really help people have a quick and simple understanding of your topic.

Positioning has been used for decades by Madison Avenue with much success, yet there is little understanding of it. When it comes to writing a release to attract media attention - radio, television, and print - the rules of press release writing need to be!well!.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. But, positioning is the missing link that will pull you through." Let's take a look at positioning tips to create a successful PR campaign:

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. 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. Be plain and obvious. If you the producer or editor has to really think hard to decipher your message, they will pass over you. Give them an instant concept!

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 biography! 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 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. Following up by phone puts you ten steps ahead of the hundreds of publicists desperately vying for their attention."