Media Advisory
A media advisory is a one-page notice on your organization's letterhead to alert print and broadcast reporters about an upcoming press conference or briefing and provide them with the information they need to cover your activity. Below are some suggestions for successfully distributing your advisory.
- Send to local media outlets to be listed in "daybooks" and "week-ahead" columns. One week in advance of your event, send the media advisory to the daybook editor of news wire services in your city or state. A daybook is a daily listing of activities to which the media are invited. Call the wire services (e.g., Associated Press, United Press International, and Reuters.) for the name of the editor and best way to contact.
Also deliver the advisory to your local newspapers for their "week-ahead" columns, which list upcoming activities in the community.
- Create a media list.
An accurate and up-to-date media list is a fundamental tool to effectively reach reporters with your story. Here are some tips to get you started:
- Research available media outlets.
Refer to media directories (including Bacon's, Burrelle's, and Gebbie's All-In-One Directory) for media outlets in your community. Supplement your list by searching local phone books and the Internet. At this point, your goal is to create a comprehensive list with accurate contact information.
- Include specialized media on your list.
Try minority newspapers or radio stations, university/college newspapers, community papers and newsletters, publications produced by local organizations, such as transportation and environmental groups, Chambers of Commerce, businesses, professional associations, religious institutions, and local clubs.
Determine which programs, publications, editors and reporters cover transportation, air quality, the environment, or related issues that appeal to your target audience.
Note specific guidelines, deadlines, preferred submission methods, and other pertinent information.
Create a database capable of producing mailing lists and labels.
- Update your media list frequently
(For additional information on creating and maintaining effective media relations, see "Media Outreach")