How to Write an Event Press Release
You need an effective press release to generate buzz.
By Lucy Pan
Events are a great way to launch your business or products—or even just network with relevant individuals in your market.
To promote your event, it’s vital to create awareness with your target audience through earned media coverage. To do so, you need an effective press release.
Before drafting your event press release, bear in mind we live in a society overloaded with information. You need to make your news stand out and generate a positive buzz.
That being said, you may have many questions and concerns you want addressed, such as:
- How can I write my event press release to generate excitement?
- What elements should I include or exclude?
- How much information is enough information?
- Are there basic rules to follow?
To help, we’ve created this cheat sheet to help clear up any hesitations you may have about how to write an event press release.
- Start out strong and succinct. You need to grab your reader’s attention within the first few words using attention-grabbing language. But keep it short. Don’t make your headline longer than necessary.
- Include important details such as the name of the event and either the location or theme of the event. Don’t give away too many details up front.
- Incorporating keywords is important for SEO. Learn more in our press release SEO e-book.
Dateline and Lead
- Start with the date and location.
- Include the “5 Ws” (who, what, where, when, why) and explain the basic information about the event toward the top of your press release.
- Use the first paragraph to elaborate on the details of the event. Talk about the target audience, any guests who will be featured and their background and the benefits of attending. If the venue is historic or ties in with your event in some way or the date coincides with a historic element or a special anniversary celebrated by your company, then mention this. Use a professional tone without jargon in your writing—don’t turn it into a sales pitch.
- Keep it short and interesting. Remember, you want people to be drawn to your event. Put yourself in their shoes. What do they need to know about your upcoming event? People are busy. They need to know how they will benefit by attending, but you must also always be concise.
- Always include a call to action. How can the audience sign up for this event? Don’t make them work for it. Make this information very easy to obtain.
Boilerplate and Contact Info
- Always include the link to your website, as well as the event page.
- Background: The boilerplate is a chunk of text that can be used repeatedly, just as an "About" page is used on your company website, including: the services you provide, where your company is headquartered, your company history, mission and vision for your company. This is the public image you wish to project for your company.
- Include the name of the key person to contact about the press release. Include an email address and a direct phone number.
Besides the structure, here are a few extra tips:
- Always include engaging visuals and multimedia in your press release. Photos and videos can make your release more appealing.
- Make your release format mobile-friendly and easy to read on small screens.
- Keep the entire press release under 800 words.
- Work backward from your end goal to determine the perfect distribution time to media and influencers. The timing of the release matters.
- Use GlobeNewswire to help reach news agencies and sites, such as the AP and Bloomberg, business journals, content aggregators, financial databases, trade publications, online influencers and TV/radio stations.
If you use these best practices, it will go a long way to ensure that your next event press release is a success!