You hear a lot of talk about press releases as a PR tactic, but what about the media alert (also commonly known as a media advisory)? Before the days of email and Twitter, media alerts were the short-form way to alert news organizations about something timely you wanted them to cover. I’m sure newsrooms still get a ton of media alerts, but I’ve seen few posts on the subject. I think the building blocks of a good media alert translate well to email and social media, so here are some brief tips for you.
First, What’s a Media Alert?
There’s a good chance many of you don’t know what a media alert is. A media alert is an alternative format for PR writing used to communicate an event to the media in advance. Think of a media alert as a quick, at-a-glance summary of your event, which gives reporters, editors, and producers all the information they need to decide whether or not to cover your story. Media alerts are typically one page (or less) and focus on the following information:
- An attention-grabbing first paragraph that summarizes your event
- Clear identification of all your event details (the who, what, where, when and why)
- Some value-add that makes it worth the time
A Sample Media Alert
Let’s say you were hosting a panel discussion at a local university about the latest trends in social media. Your media alert might look like this (in email form):
Contact:[YOUR CONTACT INFO – CAN BE YOUR EMAIL SIGNATURE]
MEDIA ALERT – [SUMMARY OF NEWS][ORGANIZATION NAME] is hosting a panel discussion on the latest trends in social media that will feature four of the industry’s leading experts on the subject. The free event is open to the public and is designed to introduce attendees to the latest trends in social media. All attendees will receive a free book on the subject, written by [PANELIST NAME].
Who:[EXPERT NAMES AND ONE LINE BIOS – BULLETS WORK BEST HERE]
The 60-minute program will outline the latest trends in social media, followed by an interactive Q&A session with the experts. The session will be followed by a networking reception.
November 09, 2009, 6pm-8pm
Where:[EVENT LOCATION, DIRECTIONS, AND PARKING INFORMATION]
Refreshments will be served at the event and all attendees will receive a free copy of [THE BOOK].
Why Media Alerts Work
Now, first of all, this event probably wouldn’t be much of a media draw, unless the attendees were true celebrities and the event was in a market like NYC, where there might be a large number of journalists covering marketing and social media topics. That said, the format works well for more newsworthy events, such as press conferences, grand openings, fundraiser events, public product launches, etc.
Media alerts work well because they take a “just the facts” approach to communicate the news. They work best when you have recognized individuals or organizations participating in the event. As media professionals are getting more and more comfortable with the 140 characters Twitter pitch, it’s of increased importance to be brief, get to the point, and take as little of their time as possible.
If you post your media alert to the Web, you could easily tweet about your event with a link to more details. This approach is being used by smart publicists all the time. Rather than forcing a journalist to read through a news release to find what’s most important, boil your news down to its root details with a media alert.