What Journalists Want in a Media Advisory (And What to Avoid) + Free Templates

In my early days as a public relations intern, I remember diligently preparing a media advisory under the scrutinizing eye of my mentor. I was enthusiastic, ready to unleash a masterpiece that would draw journalists to our event. But instead of applause, my mentor returned my draft with red marks. “Make it useful for them, not just for us,” she continued. It was my first genuine lesson in crafting media advisories that are tailored to journalists’ needs rather than just a promotional tool for our clients. Working closely with numerous media experts and at Lamphills, a media and PR firm, I’ve honed these insights, recognizing exactly what piques a journalist’s interest and what gets your advisory discarded.

This article goes beyond the “who, what, when, and where” questions. We’ll look at lesser-known tactics and typical pitfalls to avoid, ensuring that your media advisory gets into the proper hands and sparkles with newsworthiness.

What is a Media Advisory?

A media advisory, also known as a media alert, is a communication technique used by public relations professionals to request that journalists and media outlets cover a specific event. A media advisory is more succinct than a press release, which includes a lengthy narrative and background information on news or developments. It concentrates on the practical elements of an impending event that may be of interest to the media. Its major goal is to alert the press to an event in the hopes that they will attend or cover it in their publications or broadcasts.

A recent Cision survey discovered that journalists receive an average of 50 media proposals every day. underscoring the importance of ensuring your media advisory stands out by being clear, concise, and directly aligned with journalistic needs and interests. This intense competition makes it essential to highlight the unique aspects and newsworthy elements of your event to capture and retain their attention.

The Essential Components of a Media Advisory

A media advisory should be brief and direct, presenting journalists with the who, what, when, where, and why of your event—but with enough mystery to keep them interested. According to the Public Relations Society of America, an engaging media advisory addresses all of the journalist’s initial inquiries, making it easy for them to prepare their coverage. Here is what you should include:

#1. Headline

The headline of a media advisory should be brief but intriguing. It must swiftly explain the core of the event while capturing the interest of busy journalists. Consider it a news headline—clear, informative, and entertaining. A well-written title should make it apparent why the event is important and why the media might want to cover it.

For instance: “City Hall to Host Climate Change Summit with Leading Environmental Experts”

#2. What

This section of the media advisory offers an overview of the event. It should clearly state what the event is, what will happen, and why it is important. This is the “hook” or newsworthy part of your event. It should effectively communicate the event’s aim while emphasizing its significance or influence.

For instance: “Join us for a comprehensive summit that brings together renowned environmentalists to discuss sustainable solutions and policies to combat climate change in urban areas.”

#3. Who

It is critical to identify who is participating in the occurrence. This may comprise a list of notable speakers, participants, organizers, or sponsors. Mentioning well-known celebrities or recognized figures in the sector can boost the event’s attractiveness and credibility, attracting greater media attention.

For instance: “Speakers include Dr. Jane Goodall, renowned primatologist and environmental activist, along with leaders from the National Climate Agency.”

#4. Where

The location of your event is crucial. If the event is virtual, provide clear instructions and links for digital platforms, as well as complete address details for physical venues. This should make it easier for media persons to find the event venue.

Example of a physical event: “The summit will be held at the Grand Hall, City Center Conference Facility, 123 Main St., Springfield.”
“This will be a virtual event hosted on Zoom. Access details will be provided upon RSVP.”

#5. When

This provides the exact date and time of the incident. If the event is likely to garner national or international attention, make sure to include the time zone. Including both the start and conclusion times allows the media to organize their calendars correctly.

For instance: “Saturday, March 15, 2024, from 10 AM to 4 PM CST.”

#6. RSVP or Contact Information

Provide clear contact information for media requests and RSVPs. This normally includes the primary contact’s name, phone number, and email address. Ensure that this person is immediately accessible and ready to react to requests.

For instance: “Please RSVP by March 10, 2024. For more information, contact Emily Watson at (555) 123-4567 or emily.watson@environment.org.”

#7. Other Relevant Details

This section can include any additional logistical information that will benefit the media. Parking availability, special admission procedures, refreshments given, and specific visual opportunities (such as a photo shoot or demonstration) can all be included in the format. This information can help journalists arrange their trips more successfully.

For instance: “Free parking available in the lot adjacent to the conference center. A guided tour of the new sustainable urban projects will be available for photographers and videographers.”

The Purpose and Use of a Media Advisory

Understanding when to utilize a media advisory helps you deploy it more effectively. They are best suited for simple events when the purpose is to increase media attendance and publicity rather than give a detailed narrative. This makes them particularly handy for the following:

Press conferences: Held to announce noteworthy news or developments.
New Product Launches: Introducing and demonstrating new items.
Grand openings: Events that mark the introduction of a new location or service.
Major Announcements: To reveal significant decisions or efforts.
Public demonstrations: To highlight public interest topics or concerns.
Charity Events: To promote charity endeavors and community support.

Common Pitfalls To Avoid When Crafting a Media Advisory Template

Crafting a media advisory requires striking a balance between informing and captivating without falling into the traps that can turn off media attention. Here are things to avoid:

#1. Over-promotion

Problem: Media advisories that read more like marketing than news can swiftly alienate journalists. A journalist’s responsibility is to report, not to give free publicity. When an advisory is overly promotional, it affects the objectivity of journalism.

Solution: Concentrate on the event’s factual and newsworthy features. Highlight what makes the event unique or significant in the context of larger social, economic, or cultural challenges. Use objective language that conveys information without sales-oriented adjectives or marketing jargon.

For instance, rather than stating, “Join us at the spectacular gala to celebrate our amazing new product,” you could instead, “The community is invited to discuss the impact of new technologies in sustainable farming at the annual agriculture gala.“

#2. Vagueness

Problem: Vagueness in a media advisory makes it difficult for journalists to rapidly understand the who, what, when, where, and why of an event. If gathering basic information takes too much effort, journalists may overlook the advisory in favor of occurrences that provide a clearer narrative potential.

Solution: Be specific and concise. Provide all of the information a journalist needs to comprehend the event and its significance. This includes who is involved, what the event is about, where and when it will occur, and why it is important.

For instance, instead of saying, “Event next week by the Bay Area,” indicate, “Event on Thursday, May 18, at the Bay Area Marina, starting at 3 PM, discussing conservation efforts in coastal regions.“

#3. Information Overload

Problem: Too much background or peripheral information may overwhelm the reader and obfuscate the advisory’s essential points. While background information is necessary for context, too much can make the advisory thick and difficult to understand.

Solution: Keep background material to a few phrases that directly support the newsworthiness of the event. Focus on material that offers context for the incident or helps the reader grasp its significance.

For example, if the event is a cybersecurity conference, providing a brief overview of recent data breaches relevant to the conference theme may be beneficial. However, extensive histories of each speaker’s career may be excessive unless they are closely relevant to the event’s theme.

Tips for Crafting an Effective Media Advisory

As Lamphills’ PR manager, I understand how important it is to create an effective media advisory to capture journalists’ attention and ensure wide coverage of our future events. Below, I’ve provided some comprehensive recommended practices that have helped me create interesting media advisories:

#1. Start with a strong headline.

Your title should be catchy and convey the event succinctly. It should explain the substance of the situation, who is involved, and why it is important. Think of the headline as your first chance to pique the journalist’s interest.

For instance: “Leading Cybersecurity Experts to Address Emerging Threats at National Conference“

#2. Be concise and focused

The content of your media advisory should be concise and focused. Stick to delivering the basic facts that journalists require to understand who, what, when, where, and why of your event. To make the advisory simple to read and understand, avoid fluff and stick to the facts.

Example:

What: Discuss major cybersecurity themes, such as new attacks and protection measures.
Who: The featured speakers included Dr. Jane Smith, an award-winning cybersecurity expert.
When: Saturday, June 12, 2024, from 1–4 PM.
Location: Tech Innovation Center, 123 Tech Lane, Silicon Valley, California.
Why: Give organizations and IT professionals insights and tools to improve data security.

#3. Highlight the newsworthiness

Make it obvious why the event is of importance to the media and its audience. This could include the relevance of the topic, famous speakers, the possibility of big announcements, or the attendance of high-profile guests.

For instance: “The conference will conclude with an exclusive announcement of a new nationwide cybersecurity initiative.”

#4. Include all necessary details

Your advisory should include all logistical information required for media representatives to attend and cover the event. This contains the specific place, date, and hour, as well as whether or not interviews or special media sessions will be held.

Example:
Media Opportunities: A post-event press conference with keynote speakers will take place at 4:15 PM.
RSVP: Media interested in attending or booking interviews should contact Emily Johnson at ejohnson@email.com.

#5. Use Clear and Professional Language

Write in a clear, professional tone that conveys the gravity and significance of the occasion. Avoid using overtly promotional language or industry jargon, as they can confuse or dissuade journalists.

#6. Provide contact information

Always provide the media contact person’s name, phone number, and email address. This person should be ready to answer follow-up questions and give further information as needed.

For instance: “For more information or to schedule an interview, please contact John Doe, Director of Public Relations, at (555) 123-4567 or jdoe@techcenter.com.”

#7. Add a boilerplate

Include a brief summary of your organization at the end of the advisory. This should be a snapshot of your firm or event sponsors, outlining your objective and any pertinent background information that lends credibility to the event.

For instance: “Tech Innovation Center is a leading hub for technology research and dialogue, bringing together industry leaders to foster innovation and security in the digital age.”

Read Also: Press Release Boilerplate: Writing An Effective Copy

#8. Proofread and edit

Check your advisory for problems in grammar, spelling, or factual facts before distributing it. A well-edited media advisory demonstrates professionalism and respect for the journalist’s time and effort.

You can use our free media advisory template below for your needs.

Lamphills-Media-Advisory-TemplateDownload

Press Release Distribution Template

Even the most captivating media advisory needs the appropriate audience. The Press Release Distribution Template can assist you in reaching out to the appropriate journalists and increasing your chances of receiving coverage. Here’s how.

Identify Relevant Journalists: Look for journalists who cover your industry or topic. Look for their latest papers and areas of expertise.
Personalize Your Pitch: Do not send generic emails. Create a unique message emphasizing why your story is relevant to their audience.
Follow-Up (But Not Too Much): A nice follow-up email is fine, but avoid being overly forceful. Please respect journalists’ time and busy schedules.

Lamphills-Press-Release-Distribution-Plan-TemplateDownload

By using the Press Release Distribution Template, you can ensure that your media advisory reaches the correct people and boosts your chances of gaining media attention.

Crafting captivating media advisories that cut through the clutter and get your story in the media is important to Lamphills. We provide a variety of services to assist you achieve your communication objectives, including:

Media advisory development: We assist you in creating newsworthy storylines and targeting the appropriate journalists.
Press release distribution: We use our wide media network to increase your reach.
Media relations training: We teach you how to create solid relationships with journalists.

Media Advisory Example

Headline:

“GreenTech Innovations to Unveil Game-Changing Solar Technology at Green Future Expo”
Body

What:

Join us at the Green Future Expo for the unique launch of GreenTech Innovations’ most recent solar technology invention, SolarX panels. These panels are expected to transform the renewable energy sector by significantly lowering costs and enhancing efficiency.

Who:

The event will include keynote lectures from notable environmentalists and Dr. Emily Tran, GreenTech’s CEO, as well as demonstrations from our best engineers.

When:

Thursday, August 10, 2024, 10:00 AM-3:00 PM.

Where:

Innovation Hall, Tech Park, 450 Solar Way, San Francisco, California 94107.

Why:

This launch event addresses the critical need for affordable renewable energy alternatives while also supporting global efforts to mitigate climate change. SolarX technology not only improves green energy capabilities but also promotes economic sustainability in global energy markets.

Media Opportunities:

Dr. Emily Tran and lead project engineer Mark Liu will hold a press conference following the reveal at 3:15 PM. Individual interviews are available on request.

Contact Information:

RSVP:

To attend or for additional media queries, please contact:

Jane Hartley
Director of Public Relations at GreenTech Innovations
Phone Number: (555) 234-5678
Email: Jane.Hartley@GreenTechInnovations.com.

Boilerplate

About Green Tech Innovations:

GreenTech Innovations is at the very edge of providing sustainable technological solutions. Since its establishment in 2010, the company has led various technologies targeted at lowering environmental impact and increasing green energy usage around the world.

Conclusion

Remember that a media advisory is a pitch to journalists, not an announcement. It’s about making their work as simple as possible, giving them every incentive to cover your story, and removing anything that could burden or deter them. Understanding and appreciating what journalists look for in a media advisory will dramatically boost your chances of receiving the attention your event deserves.

Are you prepared to create a media advisory that attracts more than a passing glance from busy journalists?