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How To Write Media Advisory?

How To Write Media Advisory?

A media advisory is a communication sent to media outlets that advertise an upcoming event or news item and gives details to entice potential coverage. The advice serves as an attractive and persuasive invitation to your event.

Keith Peterson
Last updated: Nov 04, 2021 | Nov 03, 2021

Table of Contents

A media advisory is a communication sent to media outlets that advertise an upcoming event or news item and gives details to entice potential coverage. The advice serves as an attractive and persuasive invitation to your event.

A media advisory is like an exciting and eye-catching extract from a pioneering novel, as opposed to a press release being the Sparks Notes version of a book. Consider the back of a best-selling book. A media alert may provide extra information to journalists about logistics, picture possibilities, and so forth.

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Why Media Advisory Is Important?

The more, the better. Corporate events, such as press conferences, are frequently used by businesses to spread the news about a new product or service. Media advisories are intended to increase media participation at an event and guarantee that the event receives as much media coverage as possible.

This is not the same as a press release. A media advisory is distinct from a news release in that it is concise and to the point. It answers the who, what, why, and where questions and offers just enough information to persuade news reporters to go. Media advice may be delivered with a press release that reads more like a news item.

Person in charge. Companies have a point person who is in charge of responding to media requests about an event. Before sending a reporter to an event, editors frequently have questions, and the media advisory will identify contact with their contact information.

Difference Between Media Advisory And Press Release

Many people mix up media advisories with press releases, which is unsurprising given how similar they seem; nonetheless, the two are not the same. A press release provides specific news highlights about a company, such as the debut of a new product or cooperation with another company.

There are lengthier texts that can be two pages long. A media advisory, on the other hand, is a one-page paper with little information. The goal of this document is to invite the media to a company's event, such as a press conference, a presentation, or the grand opening of a new store.

Best Practices For A Media Advisory

Make It Interesting

Nothing is worse than having a group of reporters come up at a press conference and waste their time by delivering unnewsworthy stuff. Only utilize press events and media alerts for newsworthy stories.

Remember To Keep The Online

Don't overlook the virtual world. Many key reporters and bloggers are unlikely to attend a physical event, so find a means to reach them with media advisories and electronically loop them into an event.

Keep It Short

A press release should be succinct and to the point. Editors and reporters are extremely busy, and corporations only have a limited number of opportunities to get their attention. Include just relevant information in the media alert; just enough to pique the news media's interest.

How To Write A Media Advisory?

Strategies And Plan

A media alert is a brief document that provides essential event information. When correctly prepared, a media advisory acts as an 'invitation,' specifically targeting media outlets. The goal is to pique the interest of the media, which will lead to coverage, event promotion, and a mutually beneficial relationship.

The planning stage should not take too long. The idea is to plan the intent of your media advice so that it grows swiftly and clearly. Consider the following questions while planning:

Is your event deserving of media attention? What's the big deal? Is your event noteworthy enough to be covered in print, radio, or television news? If the event has limited media value and isn't newsworthy, a media alert isn't required.

To whom will you distribute the media advisory? Are you distributing the media advisory to certain journalists? Are you distributing it to the assignment desks?

What channel will you use to distribute the media advisory? Will it be sent by e-mail or an automated e-mail system?

How will you assess the media advisory's success or failure? Do you want the press, radio, or television to cover your event? Will you be satisfied if only one person covers the event? Is it your intention to get multiple publications to cover the event? Define your objectives and critical KPIs.

It is advised that while developing a media advisory, you have some media partnerships in place before sending out the advice. This ensures that your media recommendation is perceived as a 'trusted' source.

Message Drafting And Finalization

A media advisory is intended to be a brief read. Journalists believe that "a little goes a long way." To ensure professionalism and authenticity, the media advisory should be sent on a branded template or corporate letterhead.

A quick outline of a properly prepared media advisory is provided below:

MEDIA ADVISORY: A Multi-Media Journalist is needed. (You should specify the type of coverage you want)

TITLE: The event's title

WHAT/WHO: What is the occasion? Who will be in attendance? Will there be any VIP guests?

WHEN: When will the event occur?

WHERE: Where will the event be held? Address on the Street City, state, and zip code

Make sure to include any extra event details that the media should be aware of. Do you anticipate traffic jams or road closures? Will the media be compelled to enter through a certain entrance, or will they require official credentials to attend the event?

WHY: Why is this incident significant? Why should the media be interested in covering the event? What function does it serve?

Provide three to five sentences describing the significance of the incident. Reiterating why the media should be concerned. This is where you 'sell' the event to the media contacts you've been notified about. Communicate the event's importance and advantages to guests.

MEDIA CONTACT(S): Who will serve as the event's media liaison?

You should have at least one and no more than two media contacts for the event. This personnel should only be invited to engage with the media if they are knowledgeable about the event and can serve as a source for media coverage. Too many media interactions may cause a communication breakdown in which key facts may be lost or misconstrued.

ABOUT: Provide a brief overview of the event/business entity in this area. This should be brief. Four to six sentences elaborating on your What/Who section.

Schedule And Send

When issuing the media advisory, you want to make sure that you are providing the information at the best possible moment. As previously said, it is advantageous to have developed media ties prior to sending out the alert.

You should contact your media contacts two or three days before the event to guarantee that when you send the event's media advisory, your contacts are already on the lookout for your event. This will act as a reminder and help to avoid scheduling conflicts.

If your event is scheduled for the morning, send the media notice the afternoon before. If the event occurs in the evening, send the alert in the early morning on the day of the event.

It is critical to send the advisory to the appropriate media sources in order to receive publicity. If your event isn't breaking or 'hard' news, the chances of it getting headline notice aren't very good.

If your event is about a human-interest narrative (a fair/festival, community event, etc.), you should target media influencers that cover community events and special reports, among other things.

Sports events may also have several local media stations or organizations that you should contact. It's fine to cast a wide net, but prioritize contacting media outlets with pertinent coverage.

Measure And Evaluate

When issuing a media alert, it is critical to track success and failure rates so that you can better your preparation and execution the following time.

A wide selection of automated e-mailing software is now accessible for free or at a cheap cost. It is recommended that media advisories be sent using an automated email program.

Constant Contact and MailChimp are two free and low-cost email marketing solutions. You may import and create media contact lists, disseminate material, and track information about who received the message and whether or not they opened the advisory.

Testing and tweaking your messaging will increase the visibility of your events. When sending media advisories, some optimization ideas to consider include modifying the headline to get more attention or relevancy, using personal greetings when feasible, and using clear formatting so readers can discover and comprehend your advisory as simply as possible.

Final Thoughts

A media advisory is a useful strategy for increasing press participation at your event, especially when properly designed, clearly written, and disseminated for maximum exposure. Use a competent distribution firm to reach the appropriate journalists in the right places to give your media advice the best chance of success.

When Should I Send A Media Advisory?

A media alert should be distributed to relevant media outlets 5-14 days before to the event, as well as again the morning of the event.

How Do I Invite Media To An Event Cover?

A media advisory can be used to invite the media to an event. Use our basic media advisory template in Word format and customize it to best represent your event.

Keith Peterson | I'm an expert IT marketing professional with over 9 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.


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