Complete Guide: The 8 Keys to Writing a Press Release for an Event - and Get Exposure for it

An event depends on large crowds and/or tickets being sold. If no one attends the event, then what will you gain from it? A press release is one of the simplest ways to promote your next event and increase awareness around it.

There’s just one question; how do you write a press release for an upcoming event? We offer a press release distribution service, so we’re best placed to provide advice on this subject matter! With our help, you’ll quickly learn how to write a press release for an event. 

We’ve created a handy guide that will explain everything you need to be aware of during the press release writing process, along with some tips on how to distribute your release, and why it’s beneficial for your event. 

How to write a press release for an event

First and foremost, we have to talk about length. Contrary to what you may believe, a press release doesn’t need to be that long. Ideally, it should fit a page – no more. In terms of a word count, this will usually be around 500 or so words, but it can be slightly more or less.  

Length is vital as it can trip you up before you fully get started. A press release that’s over a page long will just seem like too much for anyone to bother taking note of. One that’s too short won’t provide enough details – you need to Goldilocks this, get it just right!

Secondly, the way you write the press release is essential too. All event press releases need to be in third-person. Don’t address the reader with words like ‘you,’ ‘we,’ or ‘our.’

Those are the two key writing elements to be aware of, now we can move into the layout and structure of your press release. 

Get straight to the point

Don’t beat around the bush when composing a press release for your event. Every release must have a clear headline that tells the reader what’s going on. In this case, the headline should explain what the event is. You will then follow this with a subheading that provides some further details and draws the reader in. 

If your headline isn’t clear and to the point, then the press won’t take notice of it and will likely dump it without reading on. Think of this as your hook; it has to capture the attention of people who read it. 

Similarly, you must include the critical information at the top of your press release. The first paragraph below your sub-heading should basically be a summary of the event. Highlight all of the key points and really sell your pitch to the reader. Many people compare this to an elevator pitch – you should think about how you can sell your event in 30 seconds or less. This really helps you write a condensed promotion that will sit perfectly at the top of your press release. 

This must go at the start because it hooks the reader and makes them want to read on. If you wrote the exact same paragraph but stuck it in the middle of the release, then it wouldn’t have the same effect. 

Highlight your key selling points

Obviously, there are loads of events going on at all times. So, how do you make yours stand out from the crowd of press releases being distributed to media outlets? In essence, you just have to focus on your key selling points. Think about what makes your event different, or what people will like about it. 

Make your event sound unique, describe it as an experience that you can only really get if you attend this event. Ideally, you should have no issues doing this as a big part of putting on an event revolves around making it unique!

Leave a few details out

A press release aims to get people interested in your event. You may want it to help sell tickets, or to at least raise awareness. To do this, you have to be smart with the information you provide. Yes, you should talk about all the main details and unique selling points. However, don’t be afraid to leave a few details out.

By leaving some details out, you make the reader want to learn more. There’s no point going in-depth into every aspect of your event – for two reasons. Firstly, it will make the press release far too long. Secondly, it leaves the reader with no urge to contact your business and find out more. Think of it as the blurb at the back of a book. It should grab the reader’s attention and make them want to buy the book to read on.

Call to action

Remember, a press release is a marketing tool for your event. So, you have to keep that in mind at all times. Think about your goals; what do you want to gain from the press release. More often than not, the main goal is to increase traffic to your event. In most cases, this means selling tickets or getting people to sign up for the event. 

Consequently, you require a call to action at the end of your press release. This will tell the readers what they need to do and how they can attend your event. It won’t be much longer than a couple of sentences, but it’s a vital part of every press release. 

The secret is making it easy for readers to know what to do. Typically, the best approach is to make the final line of your release the call to action. A simple example is to end with ‘Don’t want to miss out on this event? Click here to buy your tickets’. You get straight to the point, and you can embed a link to your website where they can purchase tickets. 

Make the last paragraph about your company

Essentially, this is a condensed version of the ‘About Us’ section you have on your website. All press releases must include this as it provides more details on the business running the event. Don’t make it too boring, and make sure you don’t drone on. As with every aspect of your press release, you need to get straight to the point! Outline your key brand principles, your services, and what you do. Then, you can end with another call to action, and your press release is complete. 

Always include clear contact details

The top of your press release must include clear contact details for media outlets. This will include your name, phone number, email, and company website. Sometimes, you can even add your business address for any postal inquiries as well. 

Like we said, these should be at the top – and you’ll see the ideal placement in our press release samples later on. The reason for this placement is that it’s easy for reporters to see, and you’ve made the details as clear as can be. 

Write a killer subject line

These days, press releases are sent out as emails. Therefore, you have a subject line to contend with, as well. You really need this to be eye-catching as it encourages the reporter to open the email. Sometimes, reporters won’t even bother opening emails if they don’t seem worthwhile. 

Basically, the subject line will be similar to your headline. It has to be snappy, grab their attention, and make them ask questions. You have to really make the recipients feel like they need to open this email. 

Include media

This is by no means essential, but it can help make your press release more appealing to news reporters. Add in some relevant images or video clips that support what you’re talking about. For example, a video of a previous event, or images of what the event will look like. You could also insert links as well, which help provide more information for the reader. 

Speaking of media, you should have your brand logo at the top of your press release. Don’t forget this as it makes the whole thing look more professional. 

How does a press release help with events?

Press releases should be a core part of your event marketing strategy. If you want to raise awareness for an upcoming event or create hype around it, then they’re an effective way of spreading the news to lots of people. 

Media outlets take your press release and create a story about it. Their audience sees this, and you’ve made people aware that your event exists, while also providing key details on when it takes place, what will happen during it, and how people can buy tickets. So, it’s not just about promotion and awareness, it can also help drive leads and boost your ticket sales. In turn, this means more people attend your event. 

Why should you do a press release? 

As we mentioned above, it’s a fantastic way to market your event. Take advantage of the platforms that media outlets have and tap into their vast audiences. If you’re smart with the distribution, you can focus on more targeted markets too. 

For example, write a press release and send it to media outlets that cover technology news – if you’re hosting a technology-themed event. This way, you know the people reading the articles will be interested in what your event has to offer, which boosts the chances of getting foot traffic to the event. 

Also, an underrated feature of press releases is that you gain media attention. It’s not just consumers that will be intrigued and want to come to the event, the media will too. So, you’ll have reporters attending, which leads to further content being produced surrounding the event. This can improve the overall success as you get even more exposure afterward. 

How do you distribute your event press release?

You’ve written your press release, you’ve checked it over many times, now what do you do? Press release distribution is arguably harder than press release writing. You may have the best press release on the planet, but it’s worthless if you don’t distribute it accordingly. So, how should you do it?

The simple option is to email your press release to different reporters or media outlets. Ideally, you’ll have a relationship with the recipients as this boosts the odds that your email will be opened and your press release considered. Of course, it can take time to create these professional relationships, and you also need to ensure that you’re sending the release to your target market. Is it worthwhile sending your press release to a sports media outlet if your event has absolutely nothing to do with sports? No, it’ll be a waste of time. 

Realistically, the best option is to find a press release distribution service. We actually offer a product like this – you submit your press release to us, tell us your target market, and we send it out to as many applicable media outlets as possible. You get guaranteed maximum exposure, which should mean you see all the benefits of a press release for events. 

What to expect after your press release is out there

When your press release has been submitted, you’ll likely be contacted by different media outlets looking for more info on your event. You may have to give interviews, so make sure you’re professional – but keep your event at the center of everything you talk about. Remember, you really want to sell the event to people and encourage them to come. 

Furthermore, there will be expectations surrounding your event. If your press release spoke about specific features that your event boasts, then you must back them up. If people attend your event because they read in the local newspaper that you had a star guest, then you better have that guest! Otherwise, this leads to negative feedback and a poor event. 

As a summary, press releases will help your event gain more exposure and boost the numbers attending it. It’s an opportunity for you to sell your event and speak about the unique aspects that set it apart from the rest. You also get media coverage for your business, which boosts brand awareness. A good event press release must be straight to the point and avoid any waffle – make sure it contains all the key elements we discussed earlier. Then, you have to distribute it effectively, to make sure your target audience knows about your event. 

If you need any help with press releases writing & distribution, then we can be of service to you We offer both writing and distribution products, meaning we can help compose your press release and send it to relevant media outlets. Feel free to get in touch if you need some assistance!

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