How to Create a News Release or Media Advisory
The Media Advisory
A media advisory is a kind of tip sheet designed to get reporters to an event rather than tell them the whole story. It must, therefore, contain just enough information about the event to pique the curiosity of assignment editors and/or reporters. In order to get TV coverage, try to create an event that includes an interesting visual presentation or a symbolic location.
Include in the advisory the "who, what, when where, and why" of the story. A contact name and phone number, the names of the individuals involved, and the time of day and place (including directions if necessary) are essential. You may want to alert the assignment desk or the reporter that there will be good visuals. Make sure your designated contact really can be reached at the phone number you give. If necessary, list day and evening numbers for your contact person.
The News Release
A good news release can be an integral method for getting the media to cover your story. Therefore, the one you write should be clear, professional, and contain no factual, spelling or grammatical errors. Avoid trying to be cute or using puns. A good press release should read like a news story you might read in your local paper.
Use the "inverted pyramid" style. The most important fact should be in the lead, or first paragraph. This is classic newspaper style and has evolved because this gets the reader's attention. Also, if the release is too long for the space available, the editor will cut paragraphs from the bottom up Often, media outlets will use a well-written news release as the bulk of their story.
News releases can also help you get quoted by the media. Keep the quotes concise. Use them to express your opinion. Intersperse paragraphs that include quotes with ones that do not. It is also perfectly acceptable to quote yourself or to make up a quote from a leader in your organization, if you have his or her permission to use the quotation.
A news release must be in a certain form:
- Logo, preferably letterhead, or heading
- Date of issue
- Release date ("immediate," or time and date after which it is okay to print the story)
- Contact name and phone number
- Headline — succinct and informative
- Indent paragraphs five spaces
- Double space
- One-and-a-half-inch margin
- When a release runs more than one page, head each page with a shortened version of the headline.
- For a release running more than one page, use the word "more" at the bottom of each page.
- To mark the end of the release, use either: -30- or ###.
Timeline
The first item to create is your media advisory. This should be faxed or e-mailed a week before the event. Media advisories can go directly to the reporters you hope will cover your event, but they definitely should also go to assignment editors. If you are in a community with an Associated Press or Reuters bureau, be sure to get your advisory to the "daybook editor." This is the person who puts together a weekly schedule of news events that goes to all subscribers of that wire service. Most mainstream news media use the schedule to make assignments to reporters so getting an event listed on these daybooks can be extremely helpful. Make a follow-up call to assignment desks after you've sent the advisory to make sure it was received. Then, pitch your story to the reporter. Explain quickly and clearly why your event is news and deserves coverage.
Next, write your news release and prepare press kits. Some of the items you could/should include: the news release; press clips of past events or other relevant news; bios of people who will speak at your event; a list of speakers in the order that they will appear; background information/description of your organization; copies of any speeches that will be given.
The day before the event, you should refax the media advisory.
For some examples, look at HRC's news releases. If you write and fax/e-mail a news release, please be sure to let us know! Contact the National Coming Out Project at ncop@hrc.org.