Media Advisory
A brief document inviting media to attend an upcoming event, providing essential logistics but not the full story.
Definition
A media advisory is a concise document — typically one page — that invites journalists and media representatives to attend a specific event, press conference, or newsworthy occurrence. Unlike a press release, which tells the complete story, a media advisory provides just enough information to generate interest while saving the details for the event itself. It follows a who/what/when/where/why format.
Media advisories are distributed one to three days before the event and often followed up with phone calls to key journalists. They are designed to get cameras and reporters to show up, not to serve as a standalone news item.
Why It Matters
Media advisories are the primary tool for generating event attendance from press. A well-crafted advisory creates enough intrigue to motivate journalists to attend, which leads to richer, more detailed coverage than any press release could generate. Seeing something in person produces better stories.
For PR professionals, understanding the distinction between advisories and releases is fundamental. Sending a press release when an advisory is appropriate — or vice versa — demonstrates inexperience and can reduce your credibility with media contacts.
Examples in Practice
A tech company sends a media advisory teasing a "groundbreaking product announcement" with hints about the category but no product details, generating attendance from 35 journalists eager to break the news first.
A nonprofit sends a media advisory about a ribbon-cutting ceremony featuring the mayor, attracting local TV crews who produce segments seen by 200,000 viewers that evening.
A PR team sends a media advisory for a protest rally, providing the time, location, and organizer quotes, resulting in coverage from every major outlet in the city.