There are numerous ways for corporations to promote their businesses in the digital world, including social media marketing, email campaigns, pay-per-click (PPC) advertising, press releases, and media advisories.
In this blog article, we'll focus on press releases and media advisories, as they're two tools businesses can use to increase brand exposure, website traffic, and leads, among other things.
What exactly is a press release?
A press release is a compelling and succinct news article that is often prepared by a professional in public relations and disseminated to targeted media outlets to announce something newsworthy.
A press release aims to garner publicity from relevant publications and keep a company's target audience in mind.
Press releases may include important information such as:
- The distribution of a special report
- A company landmark
- A product announcement or introduction
- A new fundraising round
- The revelation of a new executive
- And even more
When written appropriately, news releases should answer the who, what, where, when, why, and how, regardless of the announcement.
These are popularly known as the 5 W's plus How, which form the base of the inverted pyramid.
The inverted pyramid is a vital part of the entire press release structure, which maximizes a company's potential to reach its target audience and the media.
What is a media advisory?
A media advisory is not a whole narrative. It's a one-page invitation to the press to attend an event you're presenting and covers the most pertinent information about the event.
The event could include a press conference, grand opening, book signing, live demonstration, etc.
Creating and distributing a media advisory is a terrific approach to increase interest in your event and encourage relevant journalists and media personnel to attend.
As stated previously, a media advisory contains only the most pertinent information. If you've never created a media advisory before, consider the following advice:
Media Advisory Essentials
At the top of the page, use a large, bold font to write MEDIA ADVISORY.
Include the date of the warning and the following contact information on the left:
- Company name
- Your given name and surname
- Address and telephone number
In the same way, you would format a news release and employ the 5 W's to address the most crucial information.
When you combine these components, your media advisory should be like the following:
Four Principal Distinctions Between a Press Release and a Media Advisory
Now that we've established what a press release and a media advisory are, let's examine four key distinctions between the two to assist you in selecting the optimal strategy for your next campaign.
A media alert is a brief and succinct summary intended to promote participation in an upcoming event.
Press releases, on the other hand, can be used to promote or recap an event and convey newsworthy company updates, as previously stated. In addition to highlighting the most important details, press releases can include information about the organization.
A press release should have between 400 and 500 words, but a media advisory normally has between 100 and 150 words.
For instance, when you send an invitation to a birthday celebration, you should do so early enough for people to check their calendars and set aside the day. The same principle applies to a media advisory, which should be distributed to media outlets well before the event date and time.
It is necessary to send media alerts twice. The first should be sent five to seven days before the event, while the second should be sent the day before as a reminder.
Press releases, however, do not have to be related to a certain event, allowing for greater flexibility in dissemination time.
To that point, the quantity of news releases a company distributes depends on its particular marketing objectives.
Consistency and data analysis is required to determine the optimal days, times, and frequency for your company's press release distribution.
Press release distribution firms extensively disseminate press releases on the wire. However, media advisories are delivered to relevant local reporters and journalists because they function as invitations.