When your agency is having a special event like: celebrity golf tournaments, special events or rallies, use a media alert. Media Alerts actually "alert" the media to cover an event.
(Please note: the more unusual the event, the more likely the media will cover that particular event.)
Media alerts are sent alone and faxed to the media a week before the event. They have just enough information to capture the reader's attention and make him/her interested in the event.
Start the alert with a strong lead paragraph. Then include the "five w" section:
Use this format. It enables the reporter/editor to get a quick look at where the event will be held, when it will be held and why it is being held.
Fax the media alert one-week prior to the event and then follow up with daybook editors the day before and the day of the event. Make sure that the event is slated for the daybook and give the media an accessible phone number so that someone can contact you during the event.
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(c) 2000 Hilary JM Topper