A news alert is an announcement about an event that is targeted specifically to journalists and is a precursor to a media release. These are usually distributed in the form of a one-page notice that is sent to reporters in your media market who may be interested and is often included in local wire services.
A successful media alert (also known as a press advisory) convinces reporters that an event they’re promoting is a genuine news story worth covering. It typically has a captivating headline that grabs the reporter’s attention and explains why it is newsworthy, and includes contact information for someone at your chapter who can answer any questions reporters might have. If a newsmaker like the mayor, governor, senator or member of Congress is attending, make sure to include that in the alert.
Both media advisories and releases should always contain the five Ws: Who, What, Where, When and Why. Including as much of this information as possible makes it easier for journalists to write and print an effective story on short notice.
As PR professionals, it’s important to keep in mind that today’s media extends far beyond traditional newspapers and TV stations to bloggers, YouTube personalities and social media influencers. That’s why it’s crucial to set up Google alerts for your client, competitors and industry keywords so that you can monitor and track conversations online. This free service allows you to receive notifications whenever new content is published that contains your selected search terms.