NDEP | The Power to Control Diabetes is in Your Hands Community Outreach Kit

Tools to Implement Promotional Activities

Guidelines for Issuing a Media Advisory

What is a media advisory?

A media advisory is a document that provides broadcast and print media reporters with the information needed to cover an event or activity (media advisories can also be referred to as media alerts). A media advisory is the best way to inform media outlets about an upcoming press conference or press briefing. The difference between a media advisory and a press release is that a media advisory tells reporters and editors about a newsworthy event that could create an opportunity for photo or video coverage.

Here are some suggestions that will help you successfully distribute your media advisory:

Send your media advisory to daybooks and “upcoming” or “week-ahead” columns. Look for a phone listing for a news wire service in your city or state. Wire services include organizations such as the Associated Press (AP) and United Press International (UPI). Ask to speak to someone handling the daybook—a service that the wire services provide to media. The daybook provides a daily listing of all events and activities that are open to media. Ask the daybook desk person to place your media advisory on the daybook the week before, the day before, and the day of the event. Remember to ask for the daybook editor’s name and fax number or email so that you can promptly get the information to the wire service.

Create a media list. Also send the media advisory to local media. One to two weeks before the event is the best time to email or fax your advisory. To get started, develop a current media list. Your list should be up-to-date in order to be effective in reaching reporters and getting them interested in your event.

Here’s how to get your list organized:

Check your local library or bookstore for media directories. Media directories provide you with a list of wire services, television stations, radio stations, daily and weekly newspapers, business trade publications, magazines, newsletters, and online news services, as well as contacts at these outlets. Check your area phonebook and search online to make sure your list is complete. Additionally, some commonly recognized online subscription services include Cision MediaSource® and BurrellesLuce media directories.

Arrange your list so you can view key information at-a-glance. Organize your list by the reporter’s or editor’s name, media organization, their specific “beat” or focus of interest, phone number, email address, and fax number.

When identifying media to include on your list, do not forget specialty media. Look for print and broadcast outlets that specifically target older adults, African Americans, Hispanics/Latinos, American Indians, Alaska Natives, Asian Americans, Pacific Islanders, and other minority populations. Other media you should put on your list include daily and weekly community newspapers and newsletters; publications, such as those written for teachers or health care professionals; business publications produced by hospitals and health centers; and religious publications, such as those published by churches and synagogues.

Check to be sure you are targeting the appropriate reporter or editor for your event (i.e., a reporter who focuses on older adult issues). Find out when the best time is to call and follow up with that person. You should also find out how far in advance they would like the information about your event.

Create a final media list. For each media contact, note the best time of day and how far in advance you should call about your event, as well as their preference for how they receive information (e.g., fax vs. email).

Here are some tips for following up:

After you have sent your media advisory, contact reporters or editors by phone or email to find out if they plan to cover the event. Sometimes getting in touch personally can make a difference in creating media interest. However, only make one follow-up call unless they specifically ask you to contact them again.

Avoid contacting journalists during deadlines. Since most newspapers are morning editions, the best time to reach a newspaper journalist is from 10:00 a.m. to noon, Monday through Thursday. Avoid following up on Fridays.

If you do connect with a reporter over the phone, ask first if it is a good time to talk, since he or she may be on deadline. If not, find out what day and time is more convenient.

Greet media that attends your event and let them know that you (or an appointed spokesperson) are available for follow-up questions.