An event press release informs the media to the specifics of a forthcoming event to generate press coverage and boost event attendance. You should pay special attention while writing a press release for an event since it requires a slightly different strategy than creating a generic news release.
These simple steps will help you learn how to write a press release for an event: choose your audience, format the disclaimer, create an intriguing title, and compose the announcement’s content. Last but not least, send your news to the journalists you want to be there. This guide will suggest the correct way to write a press release for your event.
Table Of Contents
- 1 What is a Press Release?
- 2 Study Your Structure
- 3 How Can You Write a Press Release for the Event
- 4 Conclusion
What is a Press Release?
In a sentence, a press release is a brief written document—typically just 1 or 2 pages—that contains an official statement intended for the media. The event’s press release aims to convey succinctly to journalists why they must attend an event. What is the reason they should come?
The announcement includes details on the event’s date, time, location, travel itinerary, and contact information for any other accountable parties or a PR specialist. Any press release must stand on the three pillars of uniqueness, relevance, and informational value.
While press releases can serve a variety of reasons, the following are some specific goals in the context of event preparation and event marketing:
- To have your event covered by the media
- Increase brand recognition and reputation
- A low-cost strategy for promoting your event and luring guests
- To achieve SEO goals, create high-quality backlinks from reliable media websites
But to accomplish these goals, a strong press release is required, and we’ll learn how to write one in the next parts of this guide.
Study Your Structure
The press release’s format can be the only thing to consider. The press release should follow a certain, predetermined flow. Additionally, it needs a few mandatory components to convey crucial information. For a good press release assembly, follow the structure stated below since it adheres to the accepted English style of information presentation.
1. Title and Introduction
You can communicate 90% of the data you intend to your audience in the title and introduction. The title should be brief, appealing, and free of slang or inappropriate language. It should be clever and concise, but you must avoid wordplay and ambiguity.
The opening should be summarising and no more than four sentences. It would be beneficial if you avoided summarising anything. Contrarily, it would help if you summed up your expertise to make it easy for your audience to absorb more information.
Please keep this information to a minimum so that it may be quickly read and skimmed by anyone in your audience who is very busy. Address the 5W+H (who, what, when, where, why & how) questions.
It’s best practice to provide this information in the press release as early as feasible and to have a title that includes some of these elements. Provide the background and general details in the preceding part. This section draws the reader in and piques their curiosity about the event.
The body contains the most information. This section is where you may include quotes from other individuals, provide extra background information, and link the new material to any previous knowledge your reader may have. Include the benefits of attending and additional details about the speaker(s), if any are particularly noteworthy.
Rather than a conclusion, the boilerplate serves two purposes. First, you won’t draw any conclusions and hence won’t restate the facts. Second, the boilerplate gives the reader a great opportunity to get to know your business and build the rapport we talked about before.
5. Contact Information
A press release must include contact information. Make sure you balance the event’s scope, workload, and comfort level your readers expect. A phone number could result in several calls at times that are more convenient for you. Leaving just an email may need to be more serious.
How Can You Write a Press Release for the Event
Here are the seven steps to writing a press release for an event:
Choose the Attendees for Your Event
Identifying your target market and ideal attendee is the first step in writing a successful press release for an event (or any other press release). You can create a press release that speaks to the individuals who would be most curious to learn about or attend your event if you know precisely who those people are.
In turn, this will boost event attendance and media attention. Finding the audience you wish to connect with is similar to finding a target market or consumer persona for advertising or sales. Examine a few of the following elements to identify your event press release’s intended audience:
- Attributes including age, gender, and place
- How far will they go to attend a certain event
- What matters to them and interests them
- Potential inducements, such as “what’s in it for me.”
Remember that for your release to be effective; it may need to target many populations. For instance, it could need to appeal to the general public and local luminaries like important or regional legislators and the media you would like to attend.
Create a Press Release for Your Event
Use a conventional press release structure to establish the groundwork for success when laying out your news. As unimportant as it may seem, people who fail to follow this format may come off as less trustworthy in the eyes of the media and, as a result, go unnoticed.
Your company name or logo should be centered at the top of the document, accompanied by the contact details and a header. The announcement’s primary headline should be in a stronger font than the rest of the text. To draw attention to more specific information, including an italicized subheading that should be slightly smaller.
Get Noticed by Using a Catchy Headline
The title is the first thing journalists look at when determining whether to read the remainder of your press release, making it the most important component for its success. The title should be 65 to 70 characters long but at most 80 characters. It can be left justified or centered.
The reader must be drawn in and persuaded by your title o read the body of the article and come to your event for whatever reason. When dealing with journalists, your objective is to convince them to read the announcement and write more about your story. Here are some guidelines to follow when crafting a press release headline for an event:
- Put action in your language.
- Describe the “why.”
- Rely on social proof
- Describe the venue, the event’s theme, or both.
- Apply keywords
- Include a subheading
After finishing the remainder of their press release, some individuals find it easier to decide which details should be in the headlines. Try moving on to the following stage and writing your title last if you need help with a catchy heading.
Make a Powerful Lead Paragraph
The lead is the first sentence in your news release. Two or three phrases should highlight the key points that the reader needs to be aware of. The highlight can contain where to RSVP when tickets are no longer available, the event date, age limits, a list of VIPs or celebrities who will attend, or other important details.
Your lead paragraph will be easier to read if it is only a few sentences long. It makes it easy for reporters and their audience to identify the main benefits of attending or covering your story. The place and date of your news release should come first. After that, briefly address the event’s who, what, when, where, and why.
Write Your Press Release’s Body
Based on the summary paragraph, add two or three sections after the lead to go further into the information. Include information about prominent performers or visitors, the schedule of events, and the advantages of attending your event.
Incorporating a quotation in this area, such as a celebrity endorsement or a remark from the event organizer, is another excellent approach to increase interest in the body of your event press release. Here are some guidelines for crafting your press release’s body:
- Explain the “who, what, when, where, and why” in more detail.
- Talk to your intended audience.
- Put a call to action in
- Embed video
Include a Boilerplate
Boilerplates are one-paragraph summaries of your company that must be no more than 100 words. The reader learns more about your company, the occasion, or the motivation behind the event.
The boilerplate contains details that emphasize unique facets of your company and how it operates, particularly when they connect to your event or would be of interest to your prospective guest. You can include the following in the boilerplate.
- Why are you holding this gathering?
- How long has this occurrence been occurring?
- Links to any prominent influences attending the occasion
- Link website to the event
- The primary contact’s email and phone number for additional information
It’s time to distribute your intriguing press release announcing your upcoming event to the media for maximum exposure among your target market. Send the press release for an event in several methods, including direct email outreach, distribution services, and social media.
Distribute Your Press Release for the Event
It would help if you prepared to employ a variety of distribution channels for the greatest results:
- News sources
- Use a distribution provider for press releases.
- Place a statement online
- Please put it on social media
You should have given your press release a lot of thought and consideration. You should be able to include all the required details and answers in a way that has internal logic and coherence and is rooted in the narrative, brand, and overarching objectives of your business.
Utilize our advice on creating an effective press release for an event, and watch as the venue fills up.