Every ambitious company regularly organizes a public event in order to consolidate its relationship and engagement with its target consumers. In a way, the success or failure of these events has a great say in determining the quality of the relationship with your target consumers, which ultimately becomes an important determinant in the long-term success of any company. And this is exactly why the role of media advisory is so important and critical.
Although a media advisory is a standard and a simple procedure that almost every company follows before any big event, faltering in this seemingly simple task can have a seriously negative impact on the company.
This is the reason why we are about to share a step-by-step guide on how to write a perfect media advisory.
What is media advisory?
A media advisory is nothing but an official invite of an upcoming event that is sent to journalists, media houses, and even influencers. The invite requests all these stakeholders to greet the event and provide maximum coverage about the event in their respective publications, digital platforms, and social media platforms.
A company event could be a product launch, rebranding, unveiling of a brand ambassador, or a press conference. Irrespective of the event, all companies want positive and impactful coverage about their event across the media. This helps them in effectively reaching out to their target consumers and reaping the benefits of an engaging relationship in the long run.
A Media advisory is essentially a communication tool, albeit an important tool. Not using or exploiting this tool means that the company event will go completely unnoticed, which means that it won’t be able to generate the required hype and buzz. No company obviously wants this to happen.
Media advisory is also known as press advisory or media alert.
How to write a perfect Media advisory?
Ideally, creating a media advisory actually does not take much effort. The entire communication note is written on a single page and barely constitutes two or more paragraphs.
Below we’ve shared a step-by-step guide on how to create a perfect press advisory.
- Clear and attention-grabbing Headline
As is expected, a good media alert always starts with a short and attention-seeking headline. An effective headline is one that sums up the gist and makes amply clear what the event is all about.
In order to make the headline catchy, don’t try to include too many fancy words. Keep the headline simple, but make sure that it evokes at least some amount of interest among the readers.
Ideally, your headline must have at least four to five words. You can stretch it a little but don’t make it too long.
Here are the examples of good headlines:
- Samsung launches Vision Pro HD TV: The future of high-definition television.
- Canon launches DeepNight camera series: The world’s first camera with Night Vision AI technology.
- Garmin Unveils FitTrack Pro: A new smartwatch that redefines fitness tracking.
- Samsung welcomes Hollywood Superstar Brad Pitt as the new brand ambassador.
- Main paragraph should arrive straight to the point:
The main paragraph obviously sheds light on the main content, fundamentally focusing on three important things. First, what is the event all about? Second, what makes the event so newsworthy, and thirdly. who all will be participating at the event.
Below is an example of how a ideal paragraph should be:
The world’s top artificial intelligence and hi-tech companies will assemble at the London AI Summit on May 15, 2025, to organize one-of-a-kind event, highlighting the recent groundbreaking achievements in AI technology that will redefine the 21st-century era. The event will feature keynote speeches by some of the top pioneers and experts from the AI industry, including Nvidia CEO Jensen Huang, Oracle CEO Safra Catz and Microsoft CEO Satya Nadella.
If you read the above paragraph, you’ll quickly realize that it focuses on three important things that we just spoke about.
- What’s the event about?
- What makes the event so special?
- Who will be the key speakers during the event?
- Include contact information:
Although the press advisory might include all the required information, some journalists would still want to contact your company for some additional information about the event. The outreach could further increase the probability of higher attendance of the journalists.
To increase the outreach, kindly include the following contact details:
- Name of the official contact person.
- Email address.
- Mobile or phone number.
- URL of the company’s official website.
- Include Call-To-Action:
The final and last step is to include a call-to-action or CTA, though it is optional. Your CTA should be persuasive enough to persuade the journalists to attend the event.
It is important to remember that the success of your event is directly proportionate to the number of journalists attending your event. This fact underscores the importance of including a strong CTA.
Kindly don’t forget to include the registration link, making it easier for journalists to register for the event.
Media advisory Sample:
In order to bring more clarity, below we have posted a media advisory sample.
(Company’s logo)
Media advisory
(Date of press advisory release).
Techsoft unveils Ernie 2.0 – the most advanced AI assistant that will upgrade your life.
Techsoft launches its latest AI assistant, Ernie 2.0, inclusive of voice assistant and other improved features. Ernie 2.0 has stood out among all the competing AI assistants, surpassing top assistants like Gemini and ChatGPT in several important AI benchmark tests.
The launch event will showcase Ernie 2.0’s groundbreaking capabilities with live demo. Some of the features that will be showcasing in the live demo are truly unprecedented and will surely add incredible value to our everyday life.
Ernie 2.0’s official launch event will be held at London Medical Imaging & AI Center, Lambeth Palace Road, London, on April 25, 2025. The event will feature keynote speech by Techsoft’s CEO and chairman Sam Cook.
Interested Journalists, PR officials and influencers can register for the event by clicking on the below registration link and filling up the form.
To know more about the event, kindly contact Techsoft’s media and PR representative Mark Nadella.
Media contact detail:
Mark Nadella
(PR & media representative, Techsoft).
Email ID (publicrelations@techsoft.com).
Mobile number: 8876899912.
We look forward to your attendance and gracious presence at the event.
Media advisory vs press release
Many people use media advisory and press release interchangeably, believing that both are same. But they are not same. Although both are used as communication tools for communicating with the media, they serve different purposes in public relations.
Media advisory is nothing but a brief invite about an upcoming event that is sent to journalists, encouraging them to attend the event. That’s it. There is nothing more to it.
Press release, on other hand, is about what happens before, during and after any event. It continuously seeks for newsworthy developments surrounding any event. Press release has nothing to do with the invitation. Its main purpose isn’t sending invitation about an upcoming event.
The below table lists the difference between media advisory and press release.
| Features | Media advisory. | Press Release. |
| Aim | To encourage journalists to attend and cover upcoming developments. | To cover and announce news worthy developments. |
| Length | Very brief (typically, one page) | Lengthy (one or two or even more paragraph). |
| Tone | Formal & factual based. | nuanced & engaging. |
| Timing | Sent before the event. | sent as and when the news or any major development takes place |
| Content style | Does not include quotes, context and detailed background information. | Usually includes quotes, context and detailed background information. |
Frequently Asked Questions (FAQs)
Q) What are some of the important events that usually requires media advisory?
The list could be pretty long but some of the prominent events have been mentioned below:
- Product launch.
- Announcement about merger and acquisition.
- Announcement about changes in leadership or top management.
- Announcing company’s new brand ambassador.
- Inauguration of a new office, branch or store.
Q) What’s the ideal time for sending press advisory?
Ideally, it is sent a week before the actual event. However, if the event is high profile then it is advisable to send it 2-3 weeks before the event. Don’t forget to send the brief reminder two or three days before the event.
Q) How is press advisory usually sent?
A press advisory is usually sent through e-mail. Although it can also be sent through physical mail or courier, e-mail is a far more convenient channel.
Q) Press advisory is usually mailed to whom?
A press advisory is usually mailed to journalists, PR specialists and even social media influencers. However, ensure that advisory is sent only to those journalists and PR specialists who are relevant to your industry.
Q) Does Press advisory focus on news worthy developments?
Unlike press release, press advisory does not primarily focus on news worthy developments. That said, it does briefly mention about what makes the upcoming event news worthy. But again, the information mentioned is very brief.
Conclusion
Often the urge to take simple and standard practice for granted can be little too overwhelming. But don’t fall for these temptations while trying to craft media advisory. Follow all the best practices and create a flawless press advisory for gaining maximum coverage for your important event. Considering its impact and weightage, taking this seemingly simple task lightly is a fatal mistake that no company should commit.