In this era of high-speed breaking news, mastering the art of media alert is more important than ever. While these alerts can help raise awareness, they can also raise ethical issues around sensationalism and triggering fear in audience members. With a little planning, brands can use these tools to meet consumer expectations while still delivering trustworthy, relevant information.
A news alert (also known as a media advisory or a press release) is an announcement of a present or upcoming event intended specifically for journalists and other media professionals. They’re meant to pique the attention of reporters and convince them that your event or initiative is worth their time and coverage. They should include what’s called the “five Ws”: Who, What, When, Where and Why. It’s also helpful to include supporting evidence, such as quotes from people involved or opinions from industry experts.
The best way to distribute your media alerts is by sending them directly to journalists and other media professionals. Ideally, these alerts should be distributed one or two days in advance of the event to give reporters a chance to plan their time and editors to leave space for your story. They can also be distributed via traditional outlets like local newspapers and broadcasters, or through wire services like the Associated Press.
Another tool for monitoring breaking news is Google Alerts, which allows you to set up search terms for any topic or subject that interests you. You’ll then receive an email when new content matching those terms appears online. It’s helpful to limit the number of notifications you receive per day to avoid information overload.