News Releases VS. Media Advisories
By Nehlsen Staff 4.28.10
Two of a public relations specialist’s best tools are the news release and the media advisory. Because both are used to convey client information to the media, business associates often ask, “What’s the difference”?
A News Release
Every public relations client has many important stories to tell. A news release is used to tell the story to the media. The story may cover a business or personnel development, a product or a service. It may tell about the client’s interaction with the community or discuss how the client’s business activities fit into a current news trend.
Some editors may run the news release as-is, while others might use it as the starting point for their own unique coverage. Most editors prefer news releases to be sent to them as emails, though some still like to receive them by mail or as faxes.
A Media Advisory
A media advisory usually tells about an upcoming event. The information is divided into specific sections – most commonly, Who, What, Where, When, Why, and For More Information. This format is especially convenient for news editors who have to fill business or social calendars. It makes it very easy to find the needed facts. A media advisory may also tell about the availability of an expert for interviews.
So while a news release has a story to tell, a media advisory is more of a ‘heads up’ type of message. A media advisory may be followed up by a news release, telling the media a story associated with the event or expert in question.
News releases and media advisories are all part of the PR plan for sharing a client’s important information with the media, the community, and of course, business end-users!
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