How to be a Media Advisory and Press Release Rockstar
Your company, business, or organization has some news or accolades to share with the world, sweet!
So how do you get the word out and garner some publicity? Enter the media advisory and press release. Media advisories (sometimes called media alerts) and press releases are often confused, but if you understand the purpose of each, you can be a rockstar in getting the media attention you desire and deserve.
Why Use Them
Media advisories and press releases are the industry norm for alerting the media to events or news your business wants to share, and it’s your ask for some sort of coverage. Coverage can be anything from a write up or mention in the local newspaper to a full on-air interview on the news. In a nutshell: you use them to get publicity.
Media Advisory: The purpose of a media advisory is to invite the media to an event, such as a grand opening or presentation. The intention isn’t to have the advisory published, but to alert the media that the event is happening and to try to get on their radar, and ultimately, their schedule for coverage.
Press Release: A press release informs the media about some news your business may have, such as a new hire or a recently won award. Ideally the media outlet you send the press release to will either publish the press release or, better yet, reach out for an in-depth story.
Let’s face it, media outlets are busy. Don’t over complicate things. (Seriously, your alert will just be deleted.) Both media advisories and press releases should be enticing, concise, and informative. Keep both snappy and limit the length to one page.
Media Advisory: Label it as such at the top of the page and follow it with contact info for the person the media outlet can reach out to for more information. This is followed by a headline that announces the event and can be followed with a clarifying subhead. The body begins with the location, and is followed by a summary of what the event is. The most important part is then to break out the details of the event in easily digestible bites: Who, What, When, Where, Why/notable details in programming. Throw in a quote or clarifying paragraph below for good measure and give a brief background of the host business at the bottom with links for more info (website).