• It functions as an FYI that alerts journalists to an upcoming event.
• It gives basic information: the who, what, where, when, and why.
• It is sent out a few days before the event.

Elements

• Headline: This will make or break and advisory. Include the most important information in the headline, and make it punchy. The headline can be up to four lines if necessary, including a sub-head, if used, but keep it short and remember to use a large font (it's eye-catching).
• Short description of the event and the issue. Make it visual ("Citizens will carry large placards and life-size puppets to the City Hall to support divestment from Israel by the city employees' pension fund.")
• List the speakers at your event.
• Include a quote from somebody from your organization or coalition who works on the issue. This quote should be the main message that you are trying to convey to the press and, in extension, to the public. Therefore, it should be well thought out and strategic.
• Include a short summary of your organization or coalition in the last paragraph.
• Mention "Photo Opportunity" if there is one and be sure to send it to the photo editors as well as to the reporters. They don't always share information with each other!

Structure / Form

• In the top left corner, type "Media Advisory."
• Beneath "Media Advisory," type the date.
• Contact Information: In the top right corner, type names and phone numbers of two contacts. Make sure these contacts can be easily reached by phone. Include the contacts' home phone numbers, if appropriate.
• Type "###" at the end of your advisory. This is how journalists mark the end of copy.
• Type "MORE" at the end of page 1 if your advisory is two pages, and put a contact phone number and short headline in the upper-right hand corner of subsequent pages.
• Print your advisory on your organization or coalition's letterhead (if you have it).

How to Distribute It

• A media advisory should arrive at news outlets 3 to 5 working days before the event.
• Fax or mail (if time permits) your advisory to the appropriate reporter, editor, or producer at each news outlet on your press list.
• If your region has a "daybook" (you can find out by calling the newsroom of your largest local newspaper), be sure to submit your advisory. A daybook lists news events scheduled to take place in your region that day. Major news outlets review the daybooks each morning.
• ALWAYS make follow up calls the day before your event, and have a media advisory ready to be faxed.

* Adapted from Salzman's "Making the News" and SPIN Project Materials