Media advisories
Media Advisories are very similar to Press Releases, except that they are
usually shorter and provide information in advance of newsworthy events such as
conferences, campaigning activities, speeches, meetings and so on. They are also
sometimes called Media Alerts or Media Invitations.
The format is as follows:
MEDIA ADVISORY/MEDIA ALERT
HEADLINE eg. Meeting of States Parties to Assess
Progress...
For immediate release/or Embargoed until...
INTRO: 5 Ws and 1 H — What is taking place? Where is
it taking place? Who is organising it? Why is it happening? When? How?
SCHEDULE OF EVENTS: if the event is a conference you
will have a timetable of different events that reporters could attend, list
these. Remember to include possible photo opportunities such as vigils, pickets
or other activities in addition to media briefings, opening speeches and
receptions.
CONTACTS: give contact details of members that can be
reached before the event and at the venue (if possible give a mobile telephone
number).
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Luck
As in life, luck plays a role. You may have the greatest story, done the best
press release, made many phone calls to follow it up, but if there is other big
news eg. Important statement from the president or an earthquake your issue may
not be covered or may receive more low-key coverage. On the other hand if you
have your event or release out on a slow news day, you may get lots of coverage.
Good luck!
Checklist
- Is it NEW?
- Are the main points at the top?
- Does it follow the pyramid pattern?
- Is it short, sharp and simple?
- Does it include direct quotes and give the spokesperson’s full name and
position in the organisation?
- Does it provide a contact name and contact details for further questions or
a radio interview?
- Have you avoided jargon, flowery language, generalisations and superlatives,
which cannot be supported?
- Have you asked a colleague to check the facts?
- Have you circulated a copy to anyone in the campaign who may be contacted?
- Have you made follow-up calls to journalists you know?
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