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.