How to be a Media Advisory and Press Release Rockstar | Warp + Weft Branding

Press Release: Besides tweaking the headline to be a bit more captivating, a press release follows much the same format as a media advisory, with the main difference found in the body. Usually a bit longer than a media advisory, a press release goes into greater depth, divulging more information. It should always, always, always include at least one quote that the media contact can pull in the event they do a write-up/give coverage.

To Whom and How to send

Super, you wrote a killer media advisory or press release. Now, how do you distribute it to the right people in the right way? First, you need to analyze which media outlets would be interested in your event or news.

The worst thing you can do for media relations is to blanket send—if you send something that isn’t relevant to a particular contact it’s not only annoying, it’s insulting, and you can probably kiss future coverage goodbye.

Make sure who you are sending it to has an interest in what you are sharing with them. If it’s an announcement about something in the healthcare industry, don’t send it to the education editor! Also keep into account geographic relevance.

Once you do that, copy and paste your press release or media advisory into the body of an email. (Be sure to check guidelines as some media outlets may request that you also attach it.) In the subject line state what it is (press release or media advisory) and use a catchy version of your headline that would entice a busy reporter or editor to open your email.

As I have personal relationships with a lot of media outlets, I like to personalize my emails and open with a brief tease about how or why my news pertains to them, or suggest a specific story or department of coverage it may be appropriate for. These are busy people, remember. (I know; I was one of them.) Make sure you’re respectful of their time by making it as easy as possible to get the information you want to share.

Timing

Media Advisory: Send this puppy out a few weeks or (at least) a week before the event and follow up a day or two before as a reminder.

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