How to Write a Press Release for an Event

Event organisers often rely on social media posts and email blasts to promote their events, but there's one essential event PR strategy that sometimes gets neglected: the press release. A skillfully crafted press release has the potential to garner attention from influential journalists and popular local publications. This translates to increased interest in your event and a significant boost in brand visibility. Keep reading to discover the art of writing a compelling press release and supercharge your event promotion today!

What is a press release?

A press release represents an official announcement or statement an organisation, company, or individual sends to the media. Its purpose is to boost public awareness about specific topics, including events, product releases, business updates, awards and achievements, or other business developments.

In this article, we'll concentrate on how to write a media release. An event press release usually includes the following components:

  • Headline 
  • Dateline
  • Boilerplate
  • Introduction
  • Body
  • Contact information

Why should you write a press release for an event?

Why should you write a press release for an event? Crafting a press release can offer a wide array of advantages for your event. Be sure to check an effective press release example to have a better idea of how to write one. Here are some compelling reasons why you should consider writing a press release:

1. Media coverage

Writing media releases aims to capture the attention of journalists, editors, bloggers, influencers, and other media professionals. When your press release is newsworthy, it becomes a valuable resource on media personnel to base their news articles and stories on.

2. Increased brand awareness

Press releases wield the power to enhance your brand's visibility, consequently boosting your event's profile. Imagine major media outlets, bloggers, and influencers spotlighting your event. This exposure enables you to reach a far broader audience than you could through your own platforms alone.

3. Improved credibility

Building trust in your brand is vital. People are more inclined to attend an event organised by a reputable company rather than one hosted by an obscure or questionable entity. A robust strategy to bolster credibility is having respected media outlets endorse your brand – this significantly elevates your brand's trustworthiness.

4. Improved public relations

The beauty of press releases lies in your ability to disseminate event details yourself. This empowers you to manage the information that circulates about your event effectively. With a press release, you might even find event sponsors.

5. Easy sharing of announcements

A good press release example for an event serves as a professional avenue for sharing updates and announcements. It allows you to keep your target audience informed about the latest developments in your industry or organisation while presenting a polished image.

6. Event promotion

Writing a press release can dramatically boost event attendance. It informs potential attendees about the event's specifics. After all, having the event of the year won't matter if there's no audience. Thus, event promotion through a press release is a must.

In a press release, you can convey why attending your event is essential and highlight the value it offers. Showcase key performers or speakers to attract a broader audience.

Furthermore, a well-crafted press release generates excitement around your event, encouraging people to share the news. It can also capture the attention of potential partners, industry influencers, and investors. Lastly, press releases serve as an excellent conversation starter for your target audience.

When you create a press release that's shareable, you empower people to post it on their social media profiles, broadening the exposure and reach for your event.

How to write an event press release

Writing an impactful, engaging, and informative press release requires thoughtful planning and deliberate effort. It doesn't happen by chance. Thus, you need to know how to write a press release for an event. To help you master the art of crafting the perfect press release, keep the following tips in mind:

1. Identify the newsworthy element of your event

Start by pinpointing the most intriguing, pertinent, and newsworthy aspect of your event. Decide on the core message you want to convey to your target audience.

2. Choose the best headline for your press release

Recognize that many people decide whether to read your press release based on its headline. Therefore, invest ample time in creating a captivating and informative headline. Make it both intriguing and informative. Here are some compelling press release headline examples for an upcoming event:

  • "Leading Experts and Innovators Converge at [Event Name] to Shape Tomorrow."
  • "Elevate Your [Industry] Game at [Event Name]: A Gathering of Visionaries."
  • "Experience the Future Now: [Event Name] Spotlights Emerging Trends in [Topic]."

Consider adding a subheading after your headline, although it's optional. A subheading can provide readers with a quick overview of your press release in one sentence.

3. Add date and location

One of the distinctive features of a press release is the inclusion of the date and location at the beginning of your opening paragraph. For instance, you can write, "August 29, 2023 — Sydney, Australia." By including the publication date and location at the beginning of a press release, you help the audience understand when and where the information is coming from.

It’s important to note the date should be the publication date of your press release, not the date of your event. The actual event date will be shared in the body of your press release.

4. Write an interesting introduction

After capturing readers' attention with your headline, it's vital to sustain that interest in your introduction. The introduction should persuade readers to continue reading beyond the first sentence, second sentence, and so on until they've absorbed the entire article.

Ensure your introduction is clear and captivating, providing essential information. Address the who, what, when, where, why, and how questions related to your announcement. This adds clarity and increases interest by sharing the most important aspects of your event first and answering key questions for the reader.

5. Develop the body

The body of your press release delves deeper into the details introduced in the opening paragraph. After covering the four W's and H of your event, use this section to provide supporting facts, statistics, and quotes that enhance readers' understanding.

The body is your opportunity to furnish relevant information to your audience. Convince readers to attend your event by highlighting its significance, the benefits of participation, and how it will enrich their experience.

6. Use a professional tone

While your aim is to encourage attendance at your event, avoid adopting a salesy tone. Steer clear of excessively promotional language. Instead, opt for a neutral and objective tone. Remember, your goal is to inform and engage, not to aggressively sell.

7. Add quotes

Add quotes or testimonials from influential individuals to enhance the credibility of your press release. The more trustworthy, respected, and well-known the source, the stronger your press release becomes. In addition to lending legitimacy, quotes also infuse your article with added interest for readers.

8. Add a boilerplate

A boilerplate is a concise paragraph about your company, providing a brief overview of your organisation, its vision, mission, and key offerings. This essential piece of information should be placed at the end of your press release.

9. Add contact information

In addition to the boilerplate, be sure to include contact details for a representative or spokesperson from your company at the end of your press release. This tells readers who to reach out to for interviews, additional information, or inquiries.

10. Include relevant multimedia

Whenever possible, consider adding visuals, videos, and other multimedia elements. The inclusion of appropriate visuals and creative elements can make your press release more visually appealing and engaging for readers.

11. Check your press release

After completing your press release, meticulously review the content for accuracy. Be on the lookout for potential grammatical errors, spelling mistakes, and formatting issues. Keep your press release concise; it should ideally fall within the range of 300-600 words.

12. Publish your press release

Typically, your first step is to publish your press release on your website. After that, you can distribute it to media outlets, bloggers, journalists, and other relevant individuals. And, don’t forget to, share your press release on social media platforms to expand your reach to a broader audience.

13. Follow up

After publishing and distributing your press release, proactively check with your contacts to gauge their reactions and get feedback. Are there signs of interest? Do they have questions or require additional details? Remember, a little follow-up effort from you can often make the difference between a successful and an unsuccessful press release.

Write a press release for an event now

Learning how to write a press release for an event is crucial for your event’s success. A press release is not just your ordinary mode of communication. It's a strategic tool for sharing your story, building your brand, and increasing public awareness. Keep your press release clear, professional, and engaging to ensure its effectiveness.

Now that you have your press release ready, take your event to the next level with the right ticketing software. Impress your target audience with a high-quality website where you can sell, manage, and promote your event tickets.