An event press release informs the media about an upcoming event. It includes key details about the event: date, format, place, and purpose. It may also invite media coverage to attend the event.
To write a press release for an event you need to:
- Identify your audience
- Choose the release format
- Come up with an intriguing headline
- Write the content of your release
- Select and contact journalists
This event press release guide will help you understand the significant elements of each step listed above.
The audience for your event press release
Who is the ideal candidate to attend your event? Who do you want to target with your press release? Why would your candidates be interested in attending the event? These are three of the most important questions that you need to consider. You may already have some insights about your target audience if your business has an entertainment marketing strategy. Here are the details you want to think about when selecting the ideal candidate:
- Age and gender
- Residence place (how far can they travel for your event)
- Occupation (if their profession aligns with your event nature)
- Interests (if they find your event interesting)
- Availability (if they have a free time to attend the event)
- Motivation (what’s in it for them, why should they attend your event)
For example, an organization may announce a conference for a review of a company’s financial results To identify the target audience the digital PR manager will think about who may find the conference content interesting: potential investors, customers, potential partners and collaborators, and regional media.
Event press release format
All press release types have a standard format that PR managers need to comply with. Otherwise, journalists and media personnel may ignore your request. You can also use AI platforms that automatically generate and style your press release for an event based on the information you provide.
In general, an event press release has a simple structure:
- Headline
- Subheader
- Dateline
- Body
- Quote (not mandatory)
- Company info
- Logo
- Contact Information
For an event release, you want to include the date and location of the event, the purpose of the event, as well as the name of the organizer in the subheader.
Within the body, you can put as much information as you believe is necessary. However, do not put promotional or creative text. Make sure that the press release body describes the event and explains the benefits of attending the event as soon as possible.
After the body, provide information about the company or the event organizer. It should be a short description of what the company does, key achievements, and some data. You can also include the company website.
At the end of your release, you must provide the contact information of the person in charge. This is how to correctly format your event press release.
Writing the headline for an event press release
Writing the headline for any kind of press release is often the most difficult step. The headline should not be too long but at the same time, it must include all necessary information. A good headline conveys key points of the press release, such as the event nature (what is the purpose of the event), event date (when it will take place), event location (where it will take place), and in some cases attendees, as well (who will be attending).
Here are some suggestions on how to write an effective event press release headline:
- Relevance – timing is key. Make sure that the headline does not convey a message that is too early or too late for readers
- Title length – the ideal word count for press releases is 10 words or fewer, but event headlines often extend their word limit up to 15
- Active voice: make sure that you do not use passive voice as active voice creates a tone of immediacy and encourages readers to click on your press release
- Stats and data: if you have an opportunity to present data or statistics make sure you include it within the title
Content of the press release
The content of the press release should be free of unnecessary data. It usually consists of four to six paragraphs, some data/statistics, quotes, and sources for additional information.
Including a quote within the press release body is not mandatory, but it is often part of the standard format. You can use a quote from a future event participant, speaker, or organizer. The quote may explain why the event is held, the format of the event, or any other important message that needs to be conveyed. The quotes are often used to create excitement about the upcoming event.
Another compelling element you can use in your event press release is data. If the event is about your company’s achievements you can provide success metrics, if it is about a new product you can talk about the benefits of it and expected revenue, etc. You can also mention how many attendees the event will have or how many speakers.
At the end of the body section, you can put your webpage links or links to your company’s social media accounts where readers can find additional information. Make sure that you include your company description and contact information after the body section.
Contacting the journalists
Effective media outreach is crucial for the success of your event press release. It involves finding and connecting with journalists who may find your event interesting or relevant to their niche.
There are a few ways you can do your media outreach and find journalists for your event press release. It may include researching journalists who specialize in your industry or cover the same region as your event. Also, you could use various platforms that help identify potential journalists. Let’s break down each of the outreach methods in greater detail.
Finding journalists who covered similar events
When looking for journalists who have covered similar events, start by researching publications or news outlets that often report on topics related to your event. You can use social media platforms like LinkedIn or a simple Google search. For example, try to Google “announces the conference on” and look for the publishers of the articles you find.
You will need to create personalized pitches highlighting your events’ similarities with their previous coverages. It’s best to engage with them on social media to establish a connection before reaching out.
Finding journalists in the same area as your event
Targeting local journalists can help event organizers with a geographical focus. For this purpose, you can research local newspapers, TV stations, and online media outlets that usually cover events in the same area where your event will take place. Alternatively, local press directories, community forums, or social media groups related to your region can serve as a great help.
Make sure you personalize your pitches with a local focus. You may also explain how your event can be beneficial for the local community. PR managers will often attend similar local events or city council meetings to network with the journalists personally.
Special platforms for media outreach
There are numerous platforms on the internet that specialize in media coverage and journalist outreach services. Platforms like Muck Rack, Hey Press, and Cision were developed exactly for this purpose. They unite hundreds of journalists who cover various topics in various regions. These platforms allow you to obtain contact information of the journalists, access their past press releases, and even communicate with them directly.
Your pitches on these websites have to be very laconic and precise. Journalists will often skim through the messages and won’t read every detail you share with them. So make sure to portray the most important elements of your event in a short and understandable way.