A media advisory, also called a media alert, is a short notice that invites journalists to an upcoming event. It lists the who, what, when, where and why in a few lines so a newsroom can decide whether to send someone. A press release, by contrast, tells the full story.
A media advisory (also called a press advisory or media alert) exists for one reason: to get a reporter, photographer or camera crew to show up. It is an invitation with logistics, usually a short paragraph or a few bullet points covering who is involved, what will happen, when, where, and why it is worth attending. It carries no long quotes and little background.
A press release does a different job. It gives journalists a complete story they can use right away, with quotes, context and supporting facts. Guides usually recommend using both around an event: send the advisory beforehand to invite coverage, then send a release during or after the event with the full account.
Sources disagree on timing. Some recommend sending the first advisory a few days ahead, others one to two weeks ahead, and many suggest a short reminder the day before. The safe rule is to send early enough for a newsroom to plan, and late enough that the details are firm. Include a person reporters can call on the day.
How to: 1) Put 'Media advisory' or 'Media alert' at the top. 2) Write a headline that names the event and the date. 3) List who, what, when, where and why, plus parking, access and photo opportunities if relevant. 4) Note who will be available for interviews. 5) Add a contact name, phone and email. 6) Follow up with a release when the news is confirmed.
QUESTIONS
What is the difference between a media advisory and a press release?
An advisory is a short invitation that tells journalists about an upcoming event. A press release is the finished story with quotes and background. Advisories ask people to attend; releases give them something to publish.
Is a media alert the same as a media advisory?
Yes. Media advisory, press advisory and media alert are used for the same short event invitation. The label varies by organization, while the format stays the same: a few lines covering who, what, when, where and why.
How far ahead should a media advisory be sent?
Guides disagree, ranging from a few days to one or two weeks before the event. Send early enough for editors to assign someone, and send a brief reminder close to the day if the event is still on.
Do I still need a press release after an advisory?
Usually yes. The advisory invites reporters, but the release supplies quotes, results and background for those who could not attend. Send it during or right after the event so the story is available while it is still news.
SOURCES
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