4.2 Press Releases and Media Advisories

Press releases and media advisories are crucial tools for public sector organizations to communicate with the media. These documents help announce important news, invite journalists to events, and shape public narratives around government activities and initiatives.

Mastering the art of crafting effective press releases and media advisories is essential for public affairs professionals. By understanding key elements like news hooks, embargoes, and proper formatting, government communicators can increase their chances of securing media coverage and effectively conveying their messages to the public.

Press Release and Media Advisory Basics

Types of Media Communications

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• Press release is a written communication directed at the news media to announce something newsworthy
• Media advisory is a one-page document inviting the media to an upcoming event or announcing a press conference
• Inverted pyramid style structures information in descending order of importance, with the most important information at the beginning and less important details following
• Boilerplate is a standardized last paragraph that provides background information about the organization issuing the press release (mission, size, location)

Attracting Media Attention

Generating Media Interest

• News hook is an angle or element that makes a story newsworthy and interesting to journalists (timeliness, proximity, prominence, impact)
• Embargo is a request not to publish information before a certain date or time to coordinate media coverage or protect sensitive information
• Media kit is a package of promotional materials about an organization, event, or issue designed to generate media coverage (fact sheets, photos, press releases)
• Timing press releases and media advisories to coincide with current events or trends can increase chances of media pickup (awareness months, anniversaries)
• Offering exclusive interviews or access to high-profile individuals can entice media outlets to cover a story (elected officials, celebrities)

Supplementary Materials

• Including compelling visuals like photos, infographics, or videos can make a press release more attractive to media outlets
• Providing relevant data, statistics, and expert quotes lends credibility and newsworthiness to the information presented
• Making spokespeople or subject matter experts available for interviews allows journalists to gather additional details and perspectives

Proper Formatting and Attribution

Style and Structure

• Following standard press release formatting (contact information, headline, dateline, body, boilerplate) ensures clarity and professionalism
• Using short paragraphs, clear language, and active voice makes the content easy to read and understand
• Including quotes from relevant individuals (executives, experts, stakeholders) adds human interest and authority to the release
• Providing contact information for media inquiries (name, title, phone, email) facilitates follow-up and further coverage

Crediting Sources

• Attribution means crediting information or quotes to their original source to maintain transparency and avoid plagiarism
• Citing reputable sources (studies, reports, surveys) bolsters the credibility of claims made in the press release
• Obtaining permission to use quotes, images, or data from external sources prevents legal issues and maintains ethical standards