Whether it’s via social media advertising, e-mail campaigns, pay-per-click (PPC) promoting, press releases, or a media advisory, there are a number of methods for firms to advertise their enterprise in the digital world.
In this weblog publish, we’re specializing in press releases and media advisories, particularly, as they’re two choices firms can use to construct model consciousness, drive web site visitors, generate leads, and extra.
What’s a press launch?
A press launch is a compelling and concise information story that’s sometimes written by a public relations skilled and distributed to focused media sources to announce one thing newsworthy.
The objective of a press launch is to safe protection from related publications and keep in entrance of a firm’s target market.
Press releases can cowl essential information corresponding to:
- The launch of a particular report
- An organization milestone
- A brand new product announcement/launch
- A brand new spherical of funding
- Announcement of a new government
- And far more
No matter the announcement, when written accurately, press releases ought to handle the who, what, the place, when, why, and how.
These are generally known as the 5 W’s + How, which make up the basis of the inverted pyramid.
The inverted pyramid is an integral piece in the total press release format puzzle, which works collectively to maximise the effectiveness of a firm’s means to not solely attain their target market, however the media as nicely.
What’s a media advisory?
A media advisory isn’t a full story. It’s a one-page description, an invite to the press to attend an occasion you’re internet hosting, and contains the most essential particulars of the occasion.
The occasion may very well be a press convention, grand opening, guide signing, dwell demonstration, and so on.
Creating and distributing a media advisory is a nice strategy to generate a buzz round your occasion and encourage the media and journalists from related publications to attend as nicely.
As talked about earlier than, a media advisory contains solely the most essential particulars. If you’ve by no means created a media advisory earlier than, listed here are some tricks to contemplate:
Media Advisory Must-Haves
At the prime of the web page, kind MEDIA ADVISORY in a massive, daring font.
On the left-hand aspect, embody the date of the alert and the following contact info:
- Company title
- Your first and final title
- Email handle
- Phone quantity
Just as you’ll format a press launch, use the 5 W’s to deal with the most essential particulars.
When you place these components collectively, your media advisory ought to look one thing like this:
4 Main Differences Between a Press Release and Media Advisory
Now that we’ve an understanding of what a press launch and a media advisory are, let’s take a have a look at 4 fundamental variations between the two that will help you leverage the proper method on your subsequent marketing campaign.
Purpose
A media advisory is a fast and concise overview that’s designed to encourage attendance at an upcoming occasion.
Press releases, on the different hand, can promote or recap an occasion, or as talked about earlier than, share a newsworthy firm replace. Press releases spotlight the most essential particulars and present details about the enterprise, as nicely.
Length
A press launch ought to be between 400 to 500 phrases, whereas a media advisory is often round 100 to 150 phrases.
Timing
When you ship an invite to a birthday celebration, for instance, you need to achieve this with sufficient time for folks to examine their schedules and save the date on your occasion. The identical notion applies to a media advisory, which ought to be despatched to media shops nicely earlier than the date and time of your enterprise’ occasion.
Media advisories ought to be despatched twice. The first ought to be despatched 5 – 7 days earlier than the occasion and the second ought to be despatched the day earlier than the occasion to function a reminder.
Press releases, on the different hand, don’t need to be tied to a particular occasion, which creates room for the timing of distribution.
To that time, the variety of press releases a enterprise sends is contingent on its distinctive advertising targets.
It takes consistency and evaluation of information to uncover the greatest days, instances, and the frequency to successfully distribute press releases on your firm.
Audience
Press releases are distributed extensively through press launch distribution providers on the wire. But as a result of media advisories act like an invite, they’re distributed to related reporters and journalists in the native media.
