Friday, April 26, 2019

If you are reading this post, you may know what differences between media release and media alert are, and the diferent purposes of those in a media kit. In this post, we will crack on the further purpose of media alert and how to write it.

This post will use the 3rd edition published ‘Public Relations writing’ book (2017) written by James Mahoney and Queensland University of Technology’s Public Relations Guide (2016) as the references to dig into the topic.

What a media alert is written for

A media alert, also known as media advisory, is issued for inviting media and other relevant audiences such as bloggers and key opinion leaders on social media to attend a media event including media conference, product launch, film premiere and etc. As the goal to invite media to attend, the media alert must not only be appealing and newsworthy, but also provide enough detail in order to convince either media directors or editors for sending journalists, photographers, videographers and media team to the event.

What should be considered in a media alert

A media alert should be delivered a few days before the event or even distributed one day before. Transport, access, parking, catering with dietary requirements, and guest management are highly suggested to add in the alert.

How to distribute

Distribution of media alert is generally easy. If you know people you want to invite, just directly send it through their emails. Social media such as Twitter, Facebook, LinkedIn and etc. are also other options.

Media alert structure

The basic structure of a media alert is quite similar to a media release, but there are a couple points which are different:

  1. Headline
  2. Subhead/Lead paragraph
  3. Body copy
    1. What
    2. Who
    3. Where
    4. When
  4. RSVP (Please response)

Gather visual assets

Logo is the most important visual element to enhance the reliability for your media alerts. You may think of gathering other multi-media assets with visual elements if you wish.

Begin drafting your headline

The media alert’s headline is similar to the media release’s one. You may can revise how to write a media release post.

Write a lead paragraph

Similar to media releases, media alerts’ lead paragraph typically gives further newsworthy information that the headline conveys. This paragraph captures the news angle with brief details of the event. It should also answer who, what, why, when, where, why and how questions quickly to frame the reason why this event is worth to attend. Importantly, it is recommended that the lead paragraph of a media alert does not convey the similar ideas of information from the media release lead because the media alert is all about highlighting the newsworthy angle ad value of the event.

For SEO purposes, media alerts aim at media-related people, so it is not important to include SEO phrases.

The body of content

This part includes all information that supports the lead above and emphasizes key information in the lead paragraph. This is briefly written in a few sentences to answer 5Ws – H questions.

WHAT: Details and purposes of the event

WHO: Key organisations, key guests and key attendees (specific names should be given)

WHERE: Event location and details of access instructions if possible

WHEN: Specific date and time of the event, as well as begin and end time, along with other relevant details

Keep in mind that journalists, photographers, videographers and their media team attend to your event for news, so any opportunities for interviews, photos and videos with specific time must be given here.

Guest management

RSVP short for Répondez s’il vous plait means Please response. The RSVP is the short sentence giving guests and media people further information about who should be contact if they wish to attend the event. The format is similar to the media release boiler plate without ‘about your organisation’ details.

Template


Logo

Date of sending

MEDIA ALERT

Headline

Lead paragraph:

Body paragraph:

WHAT:

WHO:

WHERE:

WHEN:

Detail media opportunities with specific time.

RSVP:  To RSVP or for further information, please contact:

[The contact person]

[Position]

[Organisation Mobile]

Hyperlinks for additional information about your organization and alert.


Here is the example of a media alert for a film premiere.

Media Alert. Source from Universal Pictures, retrieved from PR Newswire

You can also check on medianet for more media alert examples

Notes

Ideally, a media alert should keep in a half page and no longer than 1 page.

 

So now you can start to write a media alert to gain media attention for your event projects.

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