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Media Advisory Template
A media advisory is your invitation to the press. It tells reporters what is happening, when, and where so they can decide quickly whether to send a crew. Get the free customizable template below, and read the guide to using it well.
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What is a media advisory?
A media advisory is a short, one-page document that invites reporters to cover an upcoming event or news moment. It tells them who, what, where, and when in a scannable format so they can decide in 15 seconds whether the story is worth their time.
It is not the story itself. It is the invitation to the story.
Media advisory vs. press release: the birthday party analogy
This is the single most useful frame for understanding the difference, and it works every time:
Media Advisory
"You are invited to the birthday party."
Goes out before the event. Short, scannable, bullet-style. Just enough to get reporters to show up or send a crew.
Press Release
"Here is what happened at the birthday party."
Goes out after the event or alongside it. Written in full paragraphs. Includes quotes, context, and the full story for reporters who could not attend.
Confusing the two is the most common mistake organizations make with media. If you send a press release before the event, reporters cannot come. If you send a media advisory after the event, there is nothing to attend.
What information goes in a media advisory
Each field has a job. Each one earns its line.
- DATEThe date you are sending the advisory.
- EVENT DATEWhen the event takes place.
- EVENT TIMEExact start time including time zone.
- WHONames and titles of speakers, officials, or organizations involved.
- WHATOne sentence describing the event or news. Specific, not vague.
- WHEREExact address. Room number if relevant. Parking instructions if not obvious.
- WHENDate, time, and time zone, repeated in the body of the advisory so reporters who scan past the header still see it.
- WHYOne or two sentences on why this matters now. This is the news hook. If you cannot answer this, reporters will not come.
- MEDIA RSVP BYA date by which you need reporters to confirm attendance.
- CREDENTIALSThe email address where press should send credential requests.
How to use the template well
- Keep it to one page. If yours runs longer, you are writing a press release, not an advisory.
- Use scannable formatting. Bold field labels. Short answers. White space.
- Lead with the strongest hook. If "WHY" is your most newsworthy line, do not bury it.
- Send it from a named human. "press@company.com" gets ignored. "Lea Greene, Communications Director" gets opened.
- Send before noon the day prior. Newsrooms plan the next day in the morning, many begin by 4 a.m., so anything that lands after midday risks missing the planning window.
- For planned events, send three to seven business days ahead in addition to the day-prior reminder. For breaking situations, send as soon as time and place are locked.
- Follow up with a phone call to your top three target outlets the day before the event.
Common mistakes to avoid
- Writing it like a press release. Full paragraphs and quotes belong in the release, not the advisory.
- Burying the "when" three lines deep. Reporters scan the WHEN line first to see if their schedule allows.
- Vague "where": "downtown" is not an address. Be specific.
- No RSVP deadline. Without one, reporters add it to a list that never gets revisited.
- No named contact. Faceless press boxes signal a faceless event.
- Sending in the afternoon for next-day coverage. Newsrooms plan the next day during the morning, many start by 4 a.m., so a late send misses the planning window entirely.
- Treating "no comment" as an option in the WHY field. If you do not have a news hook, you do not have an event worth covering.
Frequently asked questions
What is a media advisory?
A media advisory is a short, one-page document that invites reporters to cover an upcoming event or news moment. It tells them who, what, where, and when in a scannable format so they can decide quickly whether to attend or send a crew. It is not the story itself. It is the invitation.
What is the difference between a media advisory and a press release?
A media advisory is the invitation to the birthday party. A press release is what happened at the birthday party. The advisory goes out before the event to attract coverage. The release goes out after or alongside to tell the full story. Advisories are bullet-style and short. Releases are written in full paragraphs and include quotes.
What information goes in a media advisory?
Six essentials: WHO is involved, WHAT is happening, WHERE it is taking place, WHEN it occurs, by what date reporters need to RSVP, and where to send press credentials. Optional but recommended: WHY this matters, what visual opportunities reporters can capture, and notes on accessibility or security.
How far in advance should I send a media advisory?
For a planned event, send the advisory three to seven business days before the event, then send it again as a reminder before noon the day prior. For a same-day press conference responding to a breaking situation, send it as soon as time and location are confirmed. Newsrooms plan the next day in the morning, many start by 4 a.m., so afternoon sends rarely produce next-morning coverage.
Who handles media inquiries at an incident scene?
The Public Information Officer (PIO), or in multi-agency situations the Joint Information Center (JIC). At a single-organization incident, one designated spokesperson handles all reporter contact. At a multi-agency scene, PIOs coordinate through a JIS (Joint Information System) so messaging stays unified. Reporters should not be wandering the scene asking individual responders for comment.