Sharing significant news with the people who need to hear it can be a challenge. There is so much content competing for the attention of the people you need to reach, including gatekeepers to your most valued audiences and marketplaces.
But the odds of reaching people like journalists, bloggers, and influencers, as well as potential buyers, can be improved by deploying the right content strategy. Knowing how to do this is an integral part of public relations. Two of the tools used in the process are media advisories and press releases.
Even if you’re not a PR professional, knowing how to write a press release and media advisory, as well as which one to use and when, can help your news reach the right people and to greater effect. The details to follow will provide an overview of a media advisory vs. a press release and tips on when they should be used.
The Differences Between A Media Advisory Vs. A Press Release
Both media advisories and press releases have been traditionally used to get the attention of reporters, journalists, and other professionals who share news. They are sometimes two components of a total press packet or media kit, but their purposes are unique.
Press Releases
Press releases are frequently used to provide a primary source that explains a significant development, such as news of a company merger or a media release that shares case study findings. Press releases provide members of the media with details that are required for comprehensive coverage, which come directly from the issuing party.
Journalists and reporters will frequently quote press releases in their coverage of a topic. Apart from this, online press releases are published through online news sites that are part of distribution networks.
Depending on the press release distributor, the published releases are available in search engine news results, which are listed based on keywords and other search criteria. This is why modern press releases are written not just for journalists, but as part of marketing campaigns that target potential buyers and marketplaces.
Although they are used for marketing purposes, they are still meant to be objective and informational rather than promotion, which can be seen in high-quality press release templates.
Media Advisories
Instead of being an officially-issued, firsthand source of a noteworthy development, like a press release, a media advisory is meant to alert members of the press of a coverage opportunity.
Think of a media advisory as a brief but informative invitation for journalists. It gives the most critical and compelling facts related to an upcoming event, which gives members of the media an idea of what’s happening, where and when, and why it’s deserving of coverage.
While press releases are published through dedicated distributors, media advisories are usually submitted through press cables and media wires that are intended for journalists and reporters. They can also be sent to journalists and news editors through direct submission information.
When To Issue A Media Advisory Vs. A Press Release
Knowing when it’s appropriate to issue a media advisory vs. a press release will increase the likelihood of coverage and engagement.
A press release is appropriate if:
- You have a recent or upcoming development to share and you want to issue an official summary or statement.
- You want to make that official summary publicly available through online news headlines as well as to members of the media.
- You want to provide a primary source for journalists and provide them with an easy means to cover your news.
A media advisory is appropriate if:
- You are hosting an in-person event that you want members of the press to attend or witness.
- The event or occasion is noteworthy enough that the media will see the merits of covering it.
