Media Advisory = Invitation
A media advisory is a short one-page alert that tells journalists:
- What your event is
- When and where it’s happening
- Who will be there
- Why the press should come
Think of it like an event invitation for reporters.
It is brief, urgent, and focused on the logistics of attendance.
Use a media advisory when you want journalists to show up.
Press Release = Story
A press release is a full news-style article written by your organization that includes:
- The main message or announcement
- Quotes from leaders or impacted community members
- Background and context
- Data or evidence
- The broader story you want published
Think of a press release as “the story you want the media to tell.”
Use a press release when you want journalists to write about your issue — even if they didn’t attend the event.
IMPORTANT BEST PRACTICES
Always BCC journalist emails.
Never expose reporters’ email addresses to each other.
Sending messages in BCC:
- Protects their privacy
- Looks more professional
- Prevents long reply-all chains
Find the Right Journalists
1. Search for articles similar to your event.
Look up news coverage related to:
- Your issue (housing, policing, immigration, climate, etc.)
- Your specific angle (local government, student activism, etc.)
- Previous coverage of similar campaigns
2. Identify the journalist’s name and outlet.
If the article doesn’t list their contact info, check the newsroom directory, Twitter/X bio, or their portfolio.
3. Add their information to your media list.
Create an Excel or Google Sheets file with columns like:
- Journalist name
- Phone (if available)
- Outlet
- Beat (what they cover)
- Last story they wrote
- Notes (e.g., “friendly to housing stories,” “loves data,” “covers protests”)
This becomes your Media Relations Database and stays useful forever.
Have a Press Person at Every Event
Designate someone to:
- Greet reporters
- Sign them in (name, outlet, email, phone)
- Give them printed press packets (optional)
- Coordinate interviews
- Answer questions or escort them
This builds relationships and ensures every event grows your media network.
Email Subject Line Format for Media Advisories
When sending a media advisory, always use:
FOR IMMEDIATE RELEASE: [TITLE OF MEDIA ADVISORY]
Example:
FOR IMMEDIATE RELEASE: Community Groups Announce Rally for Rent Freeze at City Hall
This signals urgency and professionalism.
Using Social Media to Amplify Press Releases
You can post your press release on Instagram.
Just be careful about privacy:
- Remove your personal phone number
- Use your org’s official email instead
- Share as a carousel or a single text graphic
DM local journalists on Instagram or X/Twitter.
Most reporters are active on social platforms.
A simple message works:
This is especially effective for student journalists, local digital news outlets, and neighborhood reporters.
Leave a Reply