A press advisory is designed to attract media to attend an event, most often a press conference. The details in a press advisory should persuade the reporter to attend the event.

1. The Basics The press advisory should explain what the event is about, where the event will be held, what time, and who will attend/speak at the event. You should not overload the advisory with tremendous details.
2. Short and Sweet The press advisory should not exceed one page.
3. Catch Attention The first couple of sentences should serve to catch the reporter’s attention. These opening lines should also identify the newsworthiness of the occasion.
4. Do Not Spoil Provide enough information as to outline the event, but do not provide so much information as to make it unnecessary to attend.
5. Visibility Send the press advisory on the sponsoring organization’s letterhead and provide clear contact information.
6. Visuals Alert the media if there will be decent opportunities to photograph or film at the event. Indicate if you will have video, B-roll, or a live feed available.
7. Target Carefully decide where and to whom you will send the press advisory. Reporters who cover beats relevant to your event may be more likely to attend.
8. Delivery Faxing remains the most common method to deliver a press advisory. Make the reporters name and title clear to be sure the advisory will end up in their hands. Email is another option, but only if you know this as the reporter’s preference.
9. Blast! If you have a list of reporters to send your advisory to, using a blast fax delivery method will help expedite the delivery process.
10. Follow Up After you send your press advisory, follow up with a phone call to the reporter.