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by The Notified Team on Sep 28, 2023 10:00:00 AM
No matter if you work in public relations, investor relations or marketing, events are powerful tools for creating buzz about your brand, bringing stories to life and creating meaningful connections with your community.
And whether it’s a grand opening, fashion show, film screening, gala, sporting event, concert, public lecture, charity event, auction or other public celebration, your event press release serves an important role for creating awareness, driving attendance and garnering media attention.
In this blog, we’ll share helpful guidelines and best practices for how to write a press release to promote your next event.
How To Write a Press Release for an Event: Important Guidelines to Follow
A press release for an event is a written statement that publicizes the experience to the media and helps with promotion.
It should be written in a clear and concise format and shouldn’t exceed one or two pages.
Guidelines to keep in mind before writing your event press release:
- Only create and distribute a release for truly newsworthy events.
- Craft press releases that act as comprehensive “story kits” containing all required elements like facts, statistics, quotes, names, times and dates to provide journalists with ready-made, headline-worthy stories.
- Adopt a journalist’s perspective by delivering the essential facts within the release to make their job easier and increase the likelihood of coverage.
- Write an attention-grabbing headline.
- Keep your press release concise and to the point.
- Avoid industry jargon and explain concepts plainly.
- Submit press releases under embargo for better control of release timing.
A well-written press release can effectively convey the value and significance of your event, increasing the likelihood of media coverage and broader audience reach.
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How To Write a Press Release for an Event: Key Elements to Include
Here are 12 key elements you should include when writing a press release for an event:
- Logo - The company logo should be aligned to the top of the document, typically justified to the right side.
- Embargo - The embargo statement is usually placed at the top of a press release before the headline or below the company logo. It shows whether the business wants the press release to be published immediately or later.
- Media Contact Information - Add your contact information below the release type. This typically consists of the contact’s name and title, company name, phone number, email address and website address. By including this information thoughtfully, you can make it easier for journalists to engage with your press release and potentially lead to more extensive and accurate coverage of your event.
- Strong and Catchy Headline - The headline is the first thing journalists consider when deciding whether to read the rest of the press release. Hence, the headline should be short (70 characters), catchy and communicate the key information about the event - like the event name, date and if possible, the location.
- Sub-Headline (Optional) - A sub-headline should complement the headline and provide additional context or information about the event. It's a tool for guiding the reader and ensuring they grasp the significance and uniqueness of your event. A well-written sub-headline can make your press release more appealing and memorable.
- Dateline and Lead Paragraph - Start the press release with the city and date of the release, followed by a lead paragraph that summarizes the most important details of the event. It should answer the basic questions of who, what, when, where, why and how.
- Provide Event Details [Paragraph 2] - In the subsequent paragraphs, delve into the event details with information such as the purpose of the event, the agenda, key speakers or performers, special guests and any distinctive or remarkable features of the event. Be sure to highlight what makes your event newsworthy.
- Event Logistics and Background [Paragraph 3] - Include practical information such as the event date, time, and location. Mention any registration or ticketing details and contact details for media inquiries or registration.
To make it easy, provide a call to action (CTA) like “Save your seat,” linked directly to the event registration landing page. This enhances accessibility and convenience for your audience, ensuring they have all the necessary details readily available.
Provide some background information about the event, its history, and its significance. Explain why this event is important or relevant for your intended audience or the wider community. - Quotes [Paragraph 4] - Include quotes from key organizers, speakers or sponsors. These quotes should add credibility and provide a human element to your press release. Alternatively, insert a statement from the renowned event organizer to emphasize the event's significance and appeal. Quotes can also help journalists craft their stories.
- Boilerplate - Include a brief paragraph detailing your organization's background, its mission and any relevant background information. Typically, a boilerplate includes information such as: A brief description of your organization's mission or purpose, accomplishments, history and contact information including a website URL.
- Closing Statement - Conclude the press release with a strong and concise closing statement, reaffirming the event's prominence. The closing statement is the last impression you leave on the reader, so make it impactful and leave them with a sense of anticipation and enthusiasm for the upcoming event.
- Proofreading - Before finalizing your press release, proofread it carefully for spelling, grammar and formatting errors. Ensure all information is accurate and up to date. Spending time in proofreading your press release thoroughly demonstrates your commitment to professionalism and accuracy, increasing the likelihood that your message will be well-received and acted upon by journalists and readers alike.
Once you’re ready, you can distribute your press release to relevant media outlets, journalists and post on your organization's website and social media channels.
Lastly, follow up with your media contacts to enhance the likelihood of your event getting coverage.
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