What is a media advisory?
A media advisory is used by organizations to invite and encourage the media to attend an event, often a press conference. They are sometimes referred to as a press advisory or media alert.
Why media advisories matter
The more the better
Companies often use corporate events, including press conferences, to spread word about a new product or service. Media advisories are used to boost media attendance at an event and ensure the broadest media coverage as possible.
Differs from a press release
A media advisory differs from a press release in that it's brief and to the point. It covers the who, what, why, and where and provides just enough information to entice news reporters to attend. A media advisory may be sent in tandem with a press release, which reads more like a news article.
Companies have a point person responsible for responding to media inquiries related to an event. Editors will often have questions prior to sending a reporter to an event and the media advisory will list a contact with their contact information.
Media advisory best practices
Make it newsworthy
There's nothing worse that having a bunch of reporters show up at a news conference and wasting their time by presenting content that isn't newsworthy. Only use press events and media advisories for a story that's newsworthy.
Keep it brief
A media advisory should be brief and to the point. Editors and reporters are very busy and companies have limited opportunities to catch their attention. Only include vital information in the media advisory; just enough to make the news media curious.
Keep in mind the online
Don't forget about the virtual world. Lots of influential reporters and bloggers aren't really interested in going to a physical event, so figure out a way to reach them with media advisories and virtually loop them into an event.