A social media advisory is a way to let online and hyper-local news sites know about happenings in a company, the marketplace, and the community.
It is similar to a press release in terms of layout. But it is not sent to what is considered the traditional press.
This is because of the consolidation of the newspapers, and all print vehicle as well as the rise of digital and online technology.
A social media advisory is easily shareable and is used in conjunction with social media in terms of posting links because it amplifies the message.