Chapter 4 introduces media advisories, also called media alerts, as another tool in the proverbial “toolbox” that public relations professionals can use to secure publicity for an organization. The chapter provides an overview of media advisories/alerts, including their purpose, structure, style and tone, and explores how they are similar to and different from news releases and media pitches. It introduces the essential elements of any media advisory/alert, including the who, what, where, when and why (or context). The media advisory template provides readers with a user-friendly guide for crafting media advisories/alerts. The chapter concludes with two exercises related to media advisories/alerts: an exercise crafting a media advisory and an editing exercise related to Associated Press Style.