How to Write Broadcast Media Advisories

Appealing to a broadcast outlet is different from appealing to print outlets via the press release or e-mail pitch. For starters, brevity is even more crucial when writing a broadcast media advisory. You'll want to get the main points out quickly.

Instructions

1. Divide one page into the following sections: Who, What, Where, When, Why and How. The page should not stray from these basic journalistic principles. Each "W" and the "H" should be offset in bold print with an explanation of each next to that segment. For example, if the "where" is Peace Park, 105 Main Street, put just that right next to there "where" section.

2. Place a punchy title at the top. Center a bold title detailing what event, cause or issue you're trying to get across. Pick out an interesting detail so it will stand out, for example, a prominent name such as: "Nelson Mandela to Speak at Globalization Seminar."

3. Start with "what." In most cases "what" will quickly explain to the assignment editor or whoever sees it exactly what this piece of paper is all about. This point, like all others, should be short. You should only mention the most basic and interesting points such as "1,500 students are walking from Montana to Washington, D.C. in the name of tribal sovereignty." It should be a strong, brief hook that will encourage the reporter to continue reading.

4. Elaborate on the "what" by offering "why." The why should quickly explain the motivations behind the event. If it's a fundraiser, explain "why" a group would go to all this trouble.

5. Explain "how." This is especially helpful for a fringe or particularly offbeat event. For example, a 1,000-mile cross country fundraiser run could be better explained with a quick: "Participants will average 100 miles a day. More participants will join them at designated stops along the way."

6. Add in "when" and "where." "When" is simple enough. Mention the time the event starts, as well as suggested arrival time and availability for interviews. For "where" you should specify not only the exact address, but the landmark, nearby landmark or what the site of the event is commonly known as.

7. Add in "who." Include the sponsoring organization and the contact name and phone number. An e-mail address should also be included as many reporters also use this method of communication. If the event is during the weekend, be mindful that the weekend contact's mobile number should be listed so the reporter can easily reach him or her on the day of the event.

8. The preferred method to transmit advisories to broadcast outlets is via facsimile. It is worth it to eventually follow up. Many outlets are inundated by faxes on a daily basis. Typically, though, if an outlet is interested they'll contact you. There's nothing more annoying than the nagging PR person who calls all the time and always at the wrong times.