Chapter 3 - Media and Storytelling
What's the Difference?
A press advisory is an invitation to the media.
A press release is a summary of what happened (or is happening) and why it matters.
Think of the advisory as the save the date, and the release as the event recap + call to action.
Both are short, punchy, and follow a simple format — and small business leaders should feel empowered to send them.
Use an advisory to invite reporters to:
Press conferences
Small business roundtables or rallies
Listening sessions
Policy launches or legislative hearings
Key elements:
Headline (what’s happening)
What / When / Where / Who
A short paragraph about the event’s importance
Media contact info
Press Advisory Basics
Use a release to:
Respond to breaking news or policy changes
Highlight a business owner’s story
Recap a successful event
Make a bold public demand
Key elements:
Headline
Date and location
Opening paragraph with the 5Ws (who, what, when, where, why)
Short quote(s) from spokespersons
Call to action or next step
Contact info
Press Release Basics
Be clear and concise — no fluff!
Use bold, active language
Include a strong quote from a local business leader
Send it to local reporters with a short personal note