This is the third in a four-part series on press release headlines continuing through March.

Sadly, the “Media Advisory” headlines you grew up with are dying. They led a long, healthy and happy life, but as the media world around them changed, they’ve faded away in favor of a new generation.

I mentioned in previous posts (here and here) how readers want to see details in press release headlines. What does this mean for the generic “Media Advisory” headline we all know so well? Honestly, it means you should avoid it at all costs, and here’s why:

What do the words “Media Advisory” tell you about the contents of the press release that follows? Ultimately, nothing. You know something is happening somewhere down the road. You don’t know what it is or when it will take place.

There are a few things you can do with your “Media Advisory” headlines to give the reader more information.

Combine Headlines

When most readers see your press release, only your headline will be immediately visible. They will not see your subheadline or the body of your release initially when they receive your message by email or Twitter. If you’ve written a subheadline for your media advisory, feel free to incorporate it into your headline.

You can easily do this by writing the words “Media Advisory” followed by a colon or hyphen. After the break, write a brief subheadline describing the event. Here are a few examples:

Media Advisory: Energy Saving Home Comfort Products To Be Showcased at Rotary Home and Garden Show

Media Advisory: Labor Department Program Prevents Layoffs in the Capital Region

Date Your News

When a reader sees a Media Advisory headline in an email inbox or micro-blogging platform, one of their first questions is “When is this event happening?” The media wants to plan accordingly, and it helps to add a detail or two into the mix. Here are a couple examples of press releases with the event’s date incorporated into their headline:

Media Advisory for Thursday, January 29, 2009

Media Advisory for Friday, March 13, 2009

Think Outside the Box

In the previous examples, I mentioned a couple ways to build details into media advisory headlines. However, you can take an entirely different approach and eliminate the words “Media Advisory” all together. Many press release writers now use this approach because the words “Media Advisory” don’t help you stand out among your peers. If anything, they help you slip through the cracks.

Here are a couple examples of media advisories that don’t use the words “Media Advisory” in their headline:

Renowned Trombonist to Perform at Northwestern College St. Paul

Advisory Council on Underage Alcohol Consumption Meets March 12 In Albany

The words “Media Advisory” don’t bring much to the table. They are over-used and over-simplified. It’s important to get your point across in your headline, so take your time and make yours descriptive. Sprinkle in some details about your event. It’ll go a long way in making your news stand out in the crowd.

We’ll be diving deeper into the headline pool next week as our four-part series on news release headlines continues.