ADVOCATES FOR YOUTH

Writing a Press Advisory

A press advisory is designed to attract media to attend an event, most often a press conference. The details in a press advisory should persuade the reporter to attend the event.

TIPS:

1. The Basics
   The press advisory should explain what the event is about, where the event will be held, what time, and who will attend/speak at the event. You should not overload the advisory with tremendous details.
2. Short and Sweet
   The press advisory should not exceed one page.
3. Catch Attention
   The first couple of sentences should serve to catch the reporter’s attention. These opening lines should also identify the newsworthiness of the occasion.
4. Do Not Spoil
   Provide enough information as to outline the event, but do not provide so much information as to make it unnecessary to attend.
5. Visibility
   Send the press advisory on the sponsoring organization’s letterhead and provide clear contact information.
6. Visuals
   Alert the media if there will be decent opportunities to photograph or film at the event. For example, a youth event at a public park provides an excellent opportunity for a camera crew to film footage for a news segment.
7. Target
   Carefully decide where and to whom you will send the press advisory. Reporters who cover beats relevant to your event may be more likely to attend, but don’t forget about the news and assignments desks at newspapers and television stations.
8. Delivery
   E-mail is fast becoming the cheapest, and easiest means by which to deliver an advisory. Faxing remains an option as well. Make the reporters name and title clear to be sure the advisory will end up in their hands. Many reporters will have a preference, e-mail or fax, if you know it, use it!
9. Blast!
   Use Advocates for Youth’s Take Action Center to find the outlets in your area by plugging your zip code into the search engine. If you have a list of reporters to send your advisory to, using a blast fax delivery method can also help expedite the delivery process.
10. Follow Up
    After you send your press advisory, follow up with a phone call to each reporter.

Please go here to see a sample Press Advisory.

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