Last week we chatted about the importance of developing a media plan in order to build brand awareness and get the word out to the public about your event. Part of a media plan could be the development and distribution of a media alert.
A media alert, also known as an Invitation to Cover, is just as it says – an alert to the media. It is used as part of an overall media relations strategy and is issued to the media in advance of the event.
The media alert should be no more than one page and include the basics of your event: what, where, when, who. It should be sent to those publications/outlets that are a fit for your event. For example, a charitable event in New York City would want to send their alert to the calendar and events editor for AM New York. It’s important to do your research and find the right person at each publication you are looking to send the alert to.
When distributing the alert, you can use a service such as Marketwire, which has a fee associated with it, or you can email it individually to each person you are inviting. (Or you can do a combination of both of these.) I find it is beneficial to directly email and call those media you most want to attend your event in person. Keep in mind, many reporters will not cover an event if they are not in attendance. So even if you wait until after the event and send them the press release with some images, you probably won’t get them to cover it unless they were at the event. When emailing the media alert, be sure to mention that it includes 1 complimentary ticket to the event for the reporter – or as many as you would like to comp them.
That is where the media alert comes in hand. Use it to alert the media to your event and start creating buzz. Be selective – you don’t need to invite all media to attend your event, and if you didn’t invite a member of the media directly, you don’t need to give them a comp ticket. (NOTE: Beware of unauthorized media outlets trying to get free tickets to event. Some people will pose as media to try to garner access. Always vet the person requesting a ticket by going to their site, researching them, etc.)
Here is an example of a media alert that was used for the most recent New York Junior League Fall Fete. It was developed by our incredibly talented vice chair of PR.
Example of a Media Alert
