Navigating the public relations (PR) industry as a novice can be stressful and challenging. It’s common to feel overwhelmed, especially when understanding terminologies.

Two of the most commonly misunderstood words, often assumed to be synonyms of each other, but are not, are ‘media advisories’ and ‘press releases.’ 

Whether you’re part of an organization’s internal communication team or writing for clients, it is paramount to understand what both terms mean, the purpose each serves in a comprehensive media distribution plan, and when to use them. 

Here is everything you need to know.
 

What is a Press Release? 

A press release, or more colloquially, a PR, is a long-form marketing tool used to create noise about newsworthy information. It is a narrative that is shared with targeted news sources for coverage. PRs include highly factual information about the event in great detail and can be used to announce the following:

Product Launches and Key Updates 

Companies across industries are constantly vying for customer attention and are looking for opportunities to create waves of excitement and discussion. 

PRs about product launches and updates are a great way to inform customers about a new product or update, its key features, availability, and pricing. They can also be used before a product is launched to create anticipation. 

In addition, company updates can also be about award wins, industry recognitions, or anything that will create awareness and boost positive perceptions about the organization. 

Rebranding

Rebranding may arguably be part of a company’s internal update. It is  particularly newsworthy because informing stakeholders about the change and its rationale is essential. 

Including the refreshed visual branding elements in the PR can help customers get accustomed to the rebrand.

Mergers and Acquisitions

PRs about mergers and acquisitions are crucial for informing key stakeholders about notable changes in the company, its management, and other implications. 

Key Hires

These PRs are reserved only for landmark hires at the C-level, such as CEO, CFO, COO, Chairman, and more. It aids in informing customers, supply chain vendors, and investors about organizational changes. 

Special Events

The primary objective of PRs on special events is to build awareness about the event and its key sponsors and, in some instances, drive sign-ups to the event. 

 

What is a Media Advisory? 

A media advisory is essentially an alert or a notification.  

Its primary purpose is to inform journalists about an upcoming event —more like an invitation. It should be enticing enough for journalists to attend and write about the event.

A media advisory can inform journalists about several events such as product launches, award ceremonies, grand openings, socials, charity, environmental drives, workshops, and even musical performances.

 

Press Release Vs. Media Advisory: Key Differences

Now that we have addressed the definitions of both terms and their purposes, let’s look at the key differences. 

The Purpose 

The purpose of a media advisory versus a press release is completely different. While a media advisory aims to lure reporters to attend important events, press releases are highly descriptive promotional information on landmark occurrences. 

Length 

A media advisory is concise, with no fluff. It describes the event, speakers, key USPs, date, time, and location.  

A press release, in contrast, is a more comprehensive overview of the event, including key takeaways, statistics, and quotes.  

Timing 

A media advisory is usually published days before the event, giving reporters sufficient notice. 

A press release is usually sent after the event since it involves critical details about the event and essential quotes. 

 

Deciding  When to Use a Press Release and Media Advisory

For media professionals, it is essential to identify the opportunity and discern when to use a media advisory vs. a press release. 

To clarify this, one must first understand how journalists work. They are consistently searching for a big event that can break headlines. 

Have a large annual conference approaching with politicians, celebrities, and industry titans as guests or keynote speakers? Pique their interest with a news advisory featuring the event's name, keynote speakers, date and time, and location. In a media advisory, less is more. 

Conversely, a press release is sent to announce important information, such as a merger, a key hire, or a newly acquired mandate. It is a valuable tool that can be effectively leveraged to tailor a news story to reflect the positive aspects of the organization and its activities and to build a favourable image.  

Best Industry Practices For Creating Compelling Media Advisoriess and Newsworthy Press Releases 

Create an Alluring Media Advisory Like a Pro

The key to mastering a media advisory is keeping it brief and using persuasive language. The ultimate goal is to capture the journalist’s attention and compel them to attend and cover the event. 

Make it Scannable 

Journalists are busy. Attract their attention immediately by keeping a media advisory highly scannable. 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. 

Use Restraint 

It’s natural to overshare details of an event. Use restraint, and only publish brief information. The goal is to entice reporters just enough to want to attend the event to learn more. 

Be Mindful of Language

Be sure to use highly compelling and convincing words in the media advisory to persuade journalists that the event is essential and should be noticed. Avoid jargon and technical terms, as some journalists may be unfamiliar with them. 

Building a Press Release That Steals Headlines

Writing an engaging press release is a daunting task. The pressure to find a newsworthy angle and ensure all details are included can be challenging.  Here are some proven tips to make writing a press release a breeze. 

The 4 Ws And 1 H  

Writing a successful PR involves knowing the basics. Remember to address the what, why, where, when, and how to ensure that all angles of the story are sufficiently covered. 

Give reporters everything they need to write an accurate story without room for error. 

Nurture Relationships With Reporters

As much as reporters rely on organizations and agencies for news, organizations depend equally on reporters for news coverage. Nurture relationships with journalists to ensure that updates are fairly covered. 

Time is of the Essence

One of the core aspects of a riveting PR is its timeliness and relevance during a specific period. It is advisable to plan your PR distribution strategy in advance, considering the time taken to cover it.  

Hopefully, you now have a better idea about the differences between a media advisory versus a   press release. 

Have an exciting workshop planned? Send out a media advisory. 

Hiring a new CEO that has transformed the business and team structures? Write a press release. 

Look at both tools as indispensable to any good public communications strategy. Understanding the nuanced differences between a press release versus a  media advisory can generate the desired media attention for your organization. Visit Canada Newswire to read the latest news on business, science and technology, policy, lifestyle, and more.