January 31, 2011No Comments

How to write a media advisory easy as pie

Whether you’re promoting a pie-eating contest, a press conference on the courthouse steps or a perfume product launch, a media advisory is a great tool for inviting the media, particularly television and radio. I think of media advisories as shorthand press releases – a means for delivering the who, what, where, when and how in a stripped-down format that a reporter can grab on her way out the door and get all the information she needs to cover the story once she is on location.

 

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Typically less than one page long, the media advisory includes contact information, a headline, description of the event including the date and time, a listing of who is involved, the address (include cross streets if you can), and a detailed schedule.  Each of these should be broken into separate sections of your document, like so:

 

HEADLINE 

The headline should be a catchy sentence that captures the essence of your event and conveys a sense of urgency.  Highlight celebrities if you’ve got them, or compelling visuals like a children's blueberry pie eating contest or hot air balloons taking off.

 

WHAT

Describe the event in one or two sentences here.

 

WHO

List the VIPs who have been invited and/or are confirmed to attend. This can mean your corporate CEO, the mayor, the local weathercaster or a skateboarding cat. This is also a nice place to make sure to give kudos to anyone you want to pay special attention to.

 

WHEN

Date and time. Include a detailed schedule if you can do it in a few lines, so that reporters, who are often crunched for time, can easily tell when the pie-eating contest starts.  For example: 

SCHEDULE

9 to 9:30 a.m. CONTESTANT CHECK-IN

9:30 to 9:40 a.m. OPENING REMARKS BY MAYOR SMITH
9:40 to 9:45 a.m. REMARKS BY CHAIR OF PIE-EATING CONTEST

9:45 to 10 a.m. INTRODUCTION OF CONTESTANTS

10 a.m. PIE-EATING CONTEST BEGINS
11 to 11:30 a.m. WINNER AVAILABLE FOR ONE-ON-ONE INTERVIEWS

If there is coffee and, er, pie available for reporters, say so. Don’t be shy. A good PR person is not afraid to use free food as a selling point.

 

WHERE

This is where to put the location details. Include the place name, street address, cross streets, landmarks and parking information here. If you have special parking for the media but not for the public, make that very clear here.

 

Still got space on the page? Then use it to describe the visuals if it is not obvious from the headline and description. Or include a sentence or two about why your company is sponsoring the event. Close with your organization’s boilerplate info, and distribute to assignment desks.

 

December 30, 2010No Comments

Writing a news release that works

Despite widespread reports of its demise at the hands of social media, the news release is not just alive, but relevant. Its basic format continues to be an important way to distribute content to both online and traditional media.

 

The same principles that scored publicity for “Mad Men” still work today -- a good news hook, attention-getting headline and well-written copy. What has changed are the distribution channels. Ten years ago, PR people aimed for a front-page story in the print media, which would have then fed the next day’s local television and radio news. Today, a good PR person may still target traditional media but would be foolish not to include online media, bloggers, Twitterers with Klout, and curators of interesting content.

 

The good news is that traditional and new media want the same thing -- content that is tightly written, timely and topical. Below are some tips for writing a professional news release with universal appeal.

 

Create an eye-grabbing, descriptive headline. “Vehicle Thieves Rarely Take a Holiday” is a clear and concise headline from a release issued on December 28 by the National Insurance Crime Bureau. What is it about? A report that found the highest number of vehicle thefts on New Year’s Eve and Halloween.

 

Write using the inverted pyramid format. Fill your first paragraph -- also called the lead -- with the story basics. You want to spark the reader's curiosity with either the conclusion or the “who-what-where-when-why” up front, and work in the supporting information and background in subsequent paragraphs.

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Back in the days when newspaper layouts were pasted together by hand instead of laid out on a computer, an editor looking to shorten an article would just cut from the column end, where the least important information was placed. The inverted pyramid format is still valuable in online media, because if someone only reads the first paragraph and doesn’t either scroll down or click through, they still get the gist of the story. Notice how this release about healthy holiday tips summarizes its main point in the first sentence, and then works in all the relevant details in the second.

Enjoy the season's meals without the guilt this year. The National Foundation for Cancer Research (NFCR) is continuing to help you make healthy choices this holiday season with 15 easy-to-follow tips, crafted by NFCR spokesperson Chef Charles Phillips of Nashville's 1808 Grille.

 

Include a quote from your organization’s spokesperson. Quotes often appear in the second or third paragraph of a news release, and are a great way to insert points-of-view, claims or opinions. 

"Electronic waste is a very serious environmental issue, both because of toxic materials it contains and because of the lack of options for safe disposal of this equipment," said Lower East Side Ecology Center executive director Christine Datz-Romero. "That's why we make sure that the recyclers we work with guarantee that all of the material we collect is safely recycled in the United States, instead of being exported to the developing world or incinerated stateside."

Include your organization’s background at the end. In PR, we call this the boilerplate, or a sentence or paragraph that describes an organization and is included at the end of all news releases. Include a link to your website for more information.

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Include contact information. In case the reporter or writer has questions, news releases usually include in the header the name, office phone number, cell phone number and email of the organization’s PR person or most appropriate subject matter expert.