Considerations
- Include a lead that can capture the reader’s attention.
- Make sure your ‘ask’ is upfront as typically media will only get through the first few lines.
- Include trends. Do you have a local example that speaks to a national trend?
- Make sure it is easy to read — consider using bullets
- Avoid including copy that talks about promotions or sales, unless it is part of a trend. Promotional copy will quickly annoy media.
Sample Advisory
BONES MIGHT BEAT OUT BARBIE THIS HOLIDAY
[Store Name]’s Pets with Santa is Just a Snapshot of America’s Love Affair with Their Pets
WHEN & WHERE:
Merchant Name
Location/Address
Insert Date
Insert Time
INTERVIEWS/VISUALS:
- Ask pet owners if they plan on buying their pet a holiday gift.
- Capture local [city] residents spoiling their pets.
- Ask people just how much holiday shopping they have completed this year.
WHAT
This year, there might be more toys for Fido than for Bobby or Ashley under the tree.
Did you know that spending on pets has doubled in the last decade, to $34.3 billion this year, which is more than the toy industry, at $20.7 billion, and the candy industry, at $25.8 billion, according to the American Pet Products Manufacturers Association.
Catch a glimpse of a few of the people and their pets that contribute to this surge in spending at [EVENT NAME]. Also, pets are allowed in the store throughout the day on [LIST DATE/S].
