Media Advisory vs. Press Release: What's the Difference?
PR professionals have many tools for sharing news and knowing which one to use can be the difference between getting media coverage or being overlooked. One common question is the difference between media advisories vs. press releases.
Media advisories and press releases serve disparate but complementary purposes in your public relations strategy. Understanding when and how to use each format helps you communicate more effectively with journalists and increases your chances of media coverage.
What Is a Press Release?
A press release is a formal written announcement that shares news about your organisation with the media and public. It tells a complete story about company growth, new hires, product launches or other newsworthy developments that matter to your audience. Think of it as a ready-to-publish news article that gives journalists all the information they need to cover your story.
What Is a Media Advisory?
A media advisory, also called a press advisory or a media alert, is a brief notice that invites journalists to cover an upcoming event. Unlike a media pitch, which suggests story angles to specific journalists, or a press release, which provides complete news coverage, a media advisory simply gives reporters the essential details they need to decide whether to attend an event.
Media Advisory vs. Press Release: Key Differences
When you're sharing news about your organisation, choosing between a media advisory and a press release depends on your news and your goals. Here are the key differences between the two.
Content and Purpose
A press release gives journalists a complete news story they can use right away, including quotes, background information and supporting details. Media advisories stick to basic facts about upcoming events. They're more like an invitation than a story, giving reporters just enough information to decide if they want to cover the event.
Length and Format
Press releases typically run 400 to 500 words and follow a standard press release format. They have multiple paragraphs, supporting information, unique quotes and a press release boilerplate. Most media alert examples are much shorter, usually just a few bullet points or short paragraphs highlighting the five Ws (who, what, when, where, why) of your event.
Target Audience and Distribution
Press releases can be targeted to reach a wide audience through newswire services, appearing on news sites and reaching both journalists and the general public. Media advisories specifically target local journalists in your area or industry who might want to cover your event. The right distribution service can help with both, getting your press releases broad coverage while making sure your media advisories reach the right local reporters.
When to Use a Media Alert vs. a Press Release
Choosing between a media alert or a press release depends on your communication goals. A media alert works best when you want journalists to attend and cover an event in person. A press release fits better when you have news to share that stands on its own.
Examples of Media Alerts
As you think about whether to send a media advisory vs. a press release, it’s helpful to look at examples. Media alerts work well for events where having journalists present adds value to the coverage. Here are some common media alert examples:
Press conferences announcing major news or responding to breaking stories.
Grand openings of new stores or facilities where visuals and atmosphere matter.
Community events like charity fundraisers or volunteer activities.
Product demonstrations or launches involving hands-on experience.
Award ceremonies or recognition events with photo opportunities.
Industry conferences or trade shows where your executives are speaking.
Tips for Writing an Effective Media Advisory
Beyond a simple media advisory definition, you need to know how to create a compelling story in just a few lines. Your goal is to give journalists exactly what they need to decide if your event is worth covering – no more, no less.
Keep It Brief and Clear
Writing a media advisory is all about finding the sweet spot between too much and too little information. Stick to one page and use bullet points or short paragraphs that journalists can quickly scan. Cut any unnecessary adjectives or background details that don't directly help reporters decide whether to attend.
Start with a clear headline that states exactly what the event is. Follow with two or three sentences explaining why this event matters to the media outlet's audience. Then break down the event details in an easy-to-read format.
Add a Strong Headline
Speaking of headlines, it can make all the difference between your advisory being opened or ignored. Start with a brief, clear description of the event and include the date and location if space permits.
Avoid using ALL CAPS or multiple exclamation points in your email subject line, which can trigger spam filters. Focus on the most newsworthy aspect of your event, using action words that convey urgency or importance without sounding promotional.
Lead with the Most Newsworthy Element
The first paragraph of your media advisory needs to grab attention and convey why this event deserves coverage. Think about what makes your event unique or significant to local audiences. Is a celebrity attending? Are you revealing surprising data? Will there be a dramatic visual element?
Don't bury your hook halfway down the page. Put your strongest selling point right at the top, then support it with relevant details. This helps busy journalists quickly understand the news value of your event.
Include All Logistics
Nothing frustrates journalists more than missing key details they need in order to plan coverage. A media advisory should always list the exact date, start and end times, full street address and room number or location within a building. If parking might be tricky, provide clear directions.
For security-controlled locations, explain any check-in procedures or ID requirements. Note whether photographers need special permissions. If you're offering refreshments or meals, mention that too. It helps reporters plan their schedules.
Offer Additional Opportunities
Most media advisories offer interview opportunities with specific information about who will be available and when. List names and titles of key executives, subject matter experts or event participants who can provide quotes and context. If you have someone with a unique perspective or compelling personal background, highlight their story.
Mention any scheduled photo opportunities or demonstrations that could make for good visuals. If you're planning a ribbon cutting or similar ceremony, provide the exact timing so camera crews don't miss it.
Leverage Powerful Targeting for Media Advisories and Beyond
When deciding whether you need a media advisory vs. a press release, the most important thing to remember is this: While press releases often go out widely, media advisories are precisely targeted to reach local reporters and secure the media attention your event deserves. The best press release distribution service can help with both.
PR Newswire helps you connect with journalists in your target markets through both traditional and digital channels. You can reach local newspapers, TV stations, radio outlets and trade publications that matter to your audience. We also place your content on relevant news websites and share it through social media to boost visibility.
Whether you’re sending a press release, news release, or media advisory, our comprehensive network can help your story get noticed. Contact us today to take advantage of our powerful distribution tools.
Media Advisory vs. Press Release FAQs
What should be included in a media advisory?
A media advisory needs to cover the five Ws: who, what, when, where and why of your event. Using a media advisory template can help you include all the essential information, like contact information, such as a phone number and email address, for a media relations team who can answer questions before the event. Add specific details about photo opportunities, interview availability and any special instructions for attending media.
Can you send both a media advisory and a press release?
Yes, using both formats can maximise your coverage opportunities. Send a media advisory 1-2 weeks before your event to invite journalists to attend, followed by day-of reminders. After the event, distribute a press release with quotes, photos and key highlights for journalists who couldn't attend but still want to cover the story.
What are some examples of media alerts?
Media alerts work well for press conferences where executives will address breaking news or major announcements. They're also perfect for grand openings, charity events or product demonstrations where in-person attendance adds value. Public appearances by company leaders at industry conferences or community events are another common media alert example.
A media advisory works best for events, but there are plenty more newsworthy angles your organisation can leverage. Get started finding the right angle for your audience with our guide: 10 Newsworthy Reasons to Send a Press Release. Keep it handy for whenever you need a little inspiration.