How to Craft an Effective News Alert

News alerts, also known as media advisories or press releases, are a way for PR professionals to inform reporters that an event is a legitimate story worth covering. When crafted well, they help increase audience engagement by getting people to hear the client’s message. Mastering the art of crafting impactful media alerts is an essential skill for PR pros looking to elevate their reach and captivate audiences.

A news alert is a short, one-page announcement sent exclusively to journalists that aims to convince reporters that an upcoming event is newsworthy. They are typically emailed to local news desks at newspapers in your area, as well as wire services (like the Associated Press) that produce “daybooks” of stories that may interest national reporters.

Unlike more formal writing styles such as technical documents or creative work, news articles prioritize providing verified facts in a concise format that’s easy to read and understand. Depending on the subject matter, the style can vary from breaking news alerts that cover immediate and fast-developing events to more detailed feature stories or investigative reports that uncover hidden truths or complexities.

A free and efficient way to track media coverage is by setting up Google Alerts. By creating an alert for your business name, brand or industry keywords, you’ll receive an email each time the information appears online. This allows you to monitor your brand’s reputation, as well as keep tabs on competitors and other companies in the same field.