A press release or media release is a tool for informing certain people, such as journalists or the media, about something newsworthy information and significant. For instance, a press release could be used to announce a new product launch or a major company event. It is a way of getting noticed by certain groups of people you want to attract attention to and a valuable tool that can be effectively used to create a news story to display the positive aspects of the company and its pursuit to build a beneficial image. Media advisory, on the other hand, is made to alert people from the media at a particular event with concise information that is enough to get their attention. An example of a media release or advisory could be a notice about a press conference or a media briefing.
Both raise public awareness, which is useful for providing information. Whether you’re using press releases or media advisory, choosing the best one and knowing your target audience greatly affect which of the two can be useful for you.
Purpose and Audience: Key differences
To determine which of the two can be used best, we need to clarify the purpose of each. A press release is designed to inform the public and raise awareness about something noteworthy and important. This is used to disseminate news about the company to the public. It is usually made and written by the company’s public relations and sent to specific media. For example, if you are working on a new gadget, the press release you would make should be sent to a journalist who specializes in technology. Otherwise, they won’t bother reading it. Meanwhile, media advisory is used as an invitation for the media to attend an event such as a press conference. This usually has straightforward information like what the event is about, the time and location, and key people that would be there.
Identifying your target audience for each is important as you want to get coverage as much as possible. It is very important to send press releases to the right people. However, 42% of people find it challenging to get their messages to the right people.
So, who is the target audience? It consists of journalists or outlets and their readers. Aside from getting your press release the attention of the journalists or outlets, you must also be able to get their readers’ eye. If journalists or outlets don’t believe they will get clicks or attention for your press release, they won’t put it out there.
To avoid this, you must know who their readers are. Some of the information that can help you in researching who your customers are would come from the demographics such as their gender, age, location, socioeconomic status, education, and interests. Once you’ve figured out this information, you may go to where they usually get information. Research on what platform they usually use and prefer.
For media advisory, the more the audience, the better. This is usually used to boost media attendance at an event and ensure the broadest media coverage possible. In order to get media and journalists for your media advisory, make sure to put important information in your invitation that answers the questions: What, Where, When, Who, and Why. Including influential people could also be a key to getting journalists or the media to attend your event or press conference.
Press Release: In-depth Analysis
What is a press release?
A press release is a communication strategy that provides information about a significant event, or in some cases, products or services that a company will launch or have done that they want to tell the media about. In short, a news release is an announcement. It is usually written by the organization’s PR or corporate communications team or by a PR agency they got to represent them. Press releases are used by journalists to make a starting point for their story.
Components of a Press Release
Headline
The most important part of a press release – this is where you get your reader’s attention. A headline must be brief, appealing, and explanatory. An effective headline focuses on the press release, not the company itself. Remember not to overpromise the news in your headlines so as not to turn it into valueless clickbait. Make sure to write your headlines properly.
Dateline
This indicates the date of your announcement. Remember to include this date, as it is a critical element of your press release.
Lead paragraph
This is the beginning of your first sentence for your press release. Keep in mind that reporters and journalists read countless pitches and press releases daily. So, keep the lead paragraph as informative and concise as possible. Beyond this, the journalists will just skim the rest of the press release. So make sure that you answered the who, what, when, where, and why questions in this paragraph. The press release’s core details should be focused on here, and the rest of the release is just supporting information.
Body paragraphs
The body is the main part of your press release. It contains the details and supporting information in a compressed and constructive way. Most press releases include a quotable that journalists may use if they ever decide to turn your press release into an article. This may come from a key person like the stakeholders or anyone directly involved in the announcement. Aside from being useful to the journalists, it may give a sense of human touch to the announcement made.
Boilerplate
A boilerplate is an outline of what exactly your company does, it’s an About Us section format of your press release. It provides a brief description and overview of your company. This is important especially for those who have yet to become familiar with your company or brand.
Contact information
Press releases should always include a piece of media contact information for the press. This can be someone from your PR team or the PR agency you’re partnering with. The PR team must be the ones to accommodate any inquiries for your press release.
Advantages and Disadvantages of Press Releases
Advantages of Press Release
1. Media attention
Press releases are published by media outlets. A good quality press release can easily grab the attention of the media and help your brand get featured on their sites. Establishing a good relationship with the media can not only increase your reputation in the market but ensure the publication of your next stories in the future.
2. Spread the news worldwide
The best way to spread the news of your brand to your global consumers and investors is to write and distribute a press release. Online media outlets can bridge the gap between your content and the niche audience across the world with your PR.
3. More effective than traditional ads
Press releases are regarded as news by both the media outlets and readers. They are more trustworthy to the readers compared to other traditional advertisement efforts. Press release is a valuable tool help you spread brand awareness and increase your reputation in the market.
4. Boosts SEO
As most press releases are published online it’s important that your target audience find your brand when they are searching for something similar to your product through search engines. You need to write your PR in a way that it appears in the SERPs of your consumers. Professional PR writers embed effective keywords in the content to boost their ranks in the search results.
5. Increases Online Engagement and Sales
A well-written press release can easily attract potential and existing consumers to your brand. Press releases contain direct links to your website in their boilerplate. A PR can drive traffic to your site and boost sales within a very short time.
Disadvantages of Press Release
1. You need proper knowledge to write a PR
Writing press releases is very distinct from other forms of writing content. There are certain guidelines and formats that need to be followed in order for your press release to function effectively. Only experienced press release writers or agencies possess the necessary tools, expertise and understanding required to create valuable announcements.
2. You need to do massive research
Press releases are more like news rather than advertisements. They must contain complete information and be based on facts. You should make sure to conduct extensive research about your industry before proceeding with the creation of a press release. To get all the advantages from press release writing, it is a needed process. Professional PR agencies can take care of all that work for you and provide content strong enough to give you achievement.
3. A wrong approach can ruin your reputation
The majority of the press releases do not meet their intended purpose because they are written with an incorrect mindset. They might even end up harming your brand’s reputation within the market. It’s safer to engage a PR agency to prevent that possibility.
4. Effective distribution
If you don’t distribute your PR writing and media pitches properly, all the work you put into it could easily be for nothing. You have to look for a trustworthy agency that can distribute the news of your business worldwide.
Media Advisory: In-depth Analysis
A media advisory also called media alert is an alert for the media for an upcoming event (like press conference). It should be appealing as it would serve as an invitation for them to come and write about the upcoming event.
Components of a media advisory
1. Event details, Purpose of the event, Key stakeholders involved
These three elements should be answered by the five W’s: who, what, where, when, and why. It is very important to put these details as your media advisory serves as like an invitation. Details should be accurate and clearly stated while being brief and to the point. Highlight the name of the event, address what makes the event unique, add details of key attendees (if applicable), and lastly, the date, time, and location. This is where the most important information belongs to. This also gives an overview or summary so the media outlet can easily decide if they want to cover your story.
2. Contact information
It should include contact information for journalists to get in touch with you for more detail information for their write ups and contact information you would want to be part of the published article for listing.
Advantages and Disadvantages of Media Advisories
Advantages of Media Advisories
1. Efficiency
Media advisories are brief and direct; they immediately give journalists the necessary facts. This might save time for both the person sending it and the one receiving it.
2. Advance Notice
They let organizations give media early information about events or statements, this gives time for journalists to arrange coverage.
3. Mastery of Messaging
Drafting the advisory in a meticulous manner allows organizations to have mastery over the main ideas they desire to communicate with media and eventually, society
4. Reach
Media alert can be distributed across a broad spectrum of media channels, expanding the potential spread of the message.
5. Synchronization with Press Releases
Media advisories can be used in combination with press releases. Advisories act as a warning to journalists before the comprehensive data is given out in the official report or news release.
Disadvantages of Media Advisories
1. Limited information
Media notes, while brief, may not possess the thoroughness and comprehensive details found in press releases. This can lead to journalists having to follow up and ask for more information afterwards, which might cause delays or miscommunication.
2. Misinterpretation
Due to its shortness, the advisory’s main message could be misread or not fully comprehended by reporters, leading to inaccurate reporting.
3. Overdoing It
A lot of Media Advisories, particularly for events or happenings that are not truly newsy, might create tiredness in journalists and lessen the potential of forthcoming advisories.
4. Media Advisory Dependence
Media advisories are reliant on the interest and capacity of journalists to cover the occurrence or announcement. If the event does not seem newsworthy, or if it is overshadowed by other priorities, there might be little to no coverage.
5. Possibility of leaks
Because media alert usually come ahead of official announcements, there is a chance that confidential details mentioned in the advisory might get out to everyone before the organization has prepared itself for an announcement.
Factors to Consider in Choosing Between Them
1. Nature of Announcement
Press Release: Ideal for significant events, product launches, or major company announcements that warrant comprehensive coverage and detailed information dissemination.
Media Advisory: Suited for inviting media attendance at events such as press conferences or briefings, where the primary goal is to ensure media coverage and attendance.
2. Target Audience Engagement
Press Release: Aimed at engaging both journalists and their readership on trending topic, focusing on spreading awareness and attracting attention from a broader audience.
Media Advisory: Designed to attract media personnel directly, with the intention of securing their attendance and coverage at the event. The primary focus is on journalists and media outlets.
3. Depth of Information
Press Release: Provides comprehensive details, including additional background information,, quotes, and supporting data, to serve as a foundation for journalists to craft their stories.
Media Advisory: Offers concise and immediate facts about the event, focusing on essential details such as what, where, when, who, and why. It acts as a brief invitation rather than a detailed announcement.
4. Timing and Preparation
Press Release: Typically issued after thorough research and preparation, ensuring accuracy and completeness of information. It is disseminated closer to or simultaneous with the event or announcement.
Media Advisory: Sent in advance to provide early information about upcoming events, allowing journalists time to plan coverage and attendance. It serves as a preliminary alert before the official press release.
5. Coverage Potential and Reach
Press Release: Offers the potential for wide-reaching coverage, as it can be distributed to various media outlets globally, enhancing brand visibility and reputation.
Media Advisory: Focuses on attracting media attendance and coverage at the event, with the ultimate goal being of maximizing exposure through direct engagement with journalists and media personnel.
6. Risk Management:
Press Release: Requires careful crafting to avoid misinterpretation or inaccuracies that could harm the brand’s reputation. Effective distribution ensures the message reaches the intended audience.
Media Advisory: Carries the risk of limited coverage if the event is perceived as not newsworthy by journalists. Additionally, there’s a possibility of leaks if confidential information is included in the advisory before the official announcement.
7. Complementary Strategy
Press Release: This can be used in conjunction with media advisories to provide a comprehensive communication strategy.
Media advisory: serve as initial alerts, while press releases offer detailed information for broader dissemination.
By considering these factors, organizations can make informed decisions on whether to utilize a press release or a media advisory to achieve their communication and marketing goals effectively.
In Summary
In navigating public relations and media engagement, the choice between a press release and a media advisory is pivotal. Each serves a distinct purpose in disseminating information and attracting media attention, but understanding the nuances of their usage is essential for maximizing their effectiveness.
Press releases excel in providing comprehensive details and fostering broad audience engagement, making them suitable for significant announcements and news dissemination. Conversely, media advisories offer succinct information tailored to attract media personnel directly, particularly for event invitations and coverage.