Creating Your Own Media Advisory

Media advisories are different from press releases, even though they often include some of the same information. As the name implies, it is an advisory to give the media a heads up on something that is coming in the future. Typically, it is sent out prior to the press release (typically a press release announces something that has happened, or is happening that day). Media advisories tend to be less narrative than press releases and include more bullet points than paragraphs. Advisories are quick and easy to read.

The basics for a standard media advisory

1. Start with your contact information: You should include your name, title, company, phone number, and email address. You want to make sure there are no loopholes and it’s easy for anyone who reads your advisory to contact you.
2. The standard tagline for most media documents. “For Immediate Release” (no quotation marks) should be at the top of your advisory, right below your contact information. Include the date right below this.
3. Create a strong headline. Your headline is your first chance to draw readers in. It is also the first chance you have to lose them. Your headline should be interesting and captivating. Remember reporters get hundreds (if not more) of advisories, press releases, pitches, etc. every day. If your headline doesn’t grab them, you are likely to get lost on their desk.
4. Introduction/lead paragraph. This is your second chance to be captivating and hook your audience. Your lead paragraph for a media advisory is the same as a standard lead paragraph in a press release. Typically, it is two or three sentences and contains basic information about what your topic is, where and when it is, and why it is important. You will want to be brief, but descriptive. You will have a chance to elaborate more about everything in the coming bullet points. (Don’t forget to include the city and state at the start of your introduction paragraph.)
5. The meat of the matter. This is where you can elaborate and tell more about your topic. At this point, you’ve already hooked your readers, so while you still want to be interesting, you can also get straight to the facts. Here’s what you should include:

• Who: who’s involved (company/companies, individual(s), organization(s), etc.)
• What: what’s happening (an event, an appearance, a trade show, an open house, the launch of a new campaign, etc.)
• When: on what date will this take place (be specific; for example: Friday, June 26, 2009 at 10 a.m. sharp)
• Where: where will this happen (again, be specific; for example: The XYZ Conference Center and Hotel, located on 12345 W 67th Street, Eight Floor, Ballroom 9)
• Why: this is probably the most important part – why is this event/topic happening. Your why section should highlight your cause and clearly illustrate to someone the reason behind it. If there is a good reason behind what you are doing, and it effects others, others will be able to see it (and hopefully the reporters you’ve targeted to send your release will see it’s newsworthy value too).

Finally, you can end with any additional remarks and extra details that weren’t previously covered. Remember your media advisory is to help generate buzz and interest prior to the big day (which would typically be when the actual press release is sent out). Keep it interesting and to the point.

A sample of what you can expect your media advisory to look like

1. Name
2. Person’s title, Company
3. Phone Number
4. Email Address

For Immediate Release

1. Today’s Date
2. Headline here. (p.s. a quick reminder: this is where you draw your readers in!)
3. City, State — Lead paragraph ….. 2-3 sentences.
4. (bullet points here).
5. Who:
6. What:
7. When:
8. Where:
9. Why:
10. Any final remarks? They go here.

There you have it … your media advisory is ready. Happy writing!