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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: - 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. - Short and Sweet
The press advisory should not exceed one page. - 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. - 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. - Visibility
Send the press advisory on the sponsoring organization’s letterhead and provide clear contact information. - 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. - 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. - 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! - 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. - Follow Up
After you send your press advisory, follow up with a phone call to each reporter. Sample Press Advisory ** Press advisories should never be longer than one page. The best way to send the advisory is by fax. You must follow up with the reporter, closer to the event, to confirm attendance or to make a last-minute pitch.  | Your logo goes here. Or put the advisory on organization letterhead. |
| Contact: | Your Name | | | | Your Phone | The media have varying deadlines. Include a number that reporters can reach anytime, such as a cell phone. | | Monday, April 20, 2009 | Send the advisory 3 to 5 days before the event. |
| TO: All young people interested in savvy media skills | Address the press advisory to a specific person or to a beat, such as "Health Reporters" or "News Editors." |
| PRESS ADVISORY | PRESS ADVISORY | PRESS ADVISORY | | The title should be written like a news headline. Make it clear, catchy and concise. |
| A press advisory is designed to catch the media’s attention to convince them to attend an event for more information. | | Answer the question: WHY should I cover your event? |
| This is where you can emphasize the newsworthiness of your event. The fact that you are young and making a difference is unique, and the media love the unique. Include pertinent details. | | WHO: | Young Person, 16 | | | | | | | WHAT: | A step-by-step guide to writing a press advisory.
A demonstration will be available for TV cameras. | Give a description of the event. Include brief facts about whether there will be speakers, a presentation, visuals, etc. | | | | | | WHERE: | Your School
Location
Your City, State | | | | | | | WHEN: | Tuesday, February 24, 2009 | |
| For more information or to schedule an interview with Young Person, please contact Emily Ann Batchelder at 202.419.3420. | | If your event requires a reporter to RSVP, say so here.
But, be aware that most media are reluctant to commit,
in case something “more important” suddenly happens. |
| ### | | Press materials usually use -30- ; -end- ; or ### to signify the end of the document.
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