Media Advisories & News Releases
Media Advisories
Media advisories are used to alert the media to an upcoming event, and should be sent three to five days in advance of the activity highlighted. Advisories should be no more than one page in length, and should include only the vital details of your event: who, what, when, where, why.
News Releases
A news release is the standard document for carrying the basic information from your story to the outside world via the media. News releases can be used: to announce your organization’s stand or action on an issue, when your organization holds an event, to evaluate the work of public officials, to announce the appointment or election of a new leader, or to call for the passage or defeat of legislation.
News Release Tips
- Use the Proper Format: For the first page, use letterhead that includes your organization’s logo, address and phone number. At the top, type “News Release” and in the left corner, “For Immediate Release.” Include the date of the release and the name of a contact. Type "More" at the bottom of each page except for on the final page where you should type "###" which indicates that the news release is finished. Include a centered title, in all caps.
- Keep it Simple: Your news release should read like a news story. Use a headline to attract attention to your release. Say the most important things first, and use a catchy lead sentence to engage your reader. Less important information should be put in following paragraphs, and in general paragraphs should be limited to one or two sentences. Include quotes, but don’t use too many.
- Keep it Short: Limit the release to one or if absolutely necessary, two pages.
- Use a Fax: Whenever possible, distribute news releases via fax. Some reporters accept e-mail communications, but don’t assume this unless they have told you it is their preference.
- Follow-up: Follow-up the release with phone calls to the news outlets to make sure they received the release and to urge them to cover the story. If an outlet did not receive it, offer to send it again.
