A press release is a strategic communication tool used to shape public perception and generate interest around a particular event, product, or brand. Crafting a compelling press release for your event can significantly boost attendance and generate excitement.
Purpose: Aims to generate media attention and public awareness about a newsworthy event, product launch, company achievement, or other relevant information.
Target Audience: Primarily media outlets like newspapers, magazines, online publications, and TV/radio stations. However, it can also indirectly reach the general public through media coverage.
Content: Press releases typically follow a specific format that includes essential elements like a dateline, headline, newsworthy hook, details about the announcement (who, what, when, where, why), and contact information.
Distribution: Press releases are traditionally distributed via email to journalists and media outlets relevant to the topic. In the digital age, newswire services are often used to disseminate press releases widely.
A compelling introduction for your event press release is crucial to capture media attention and get readers excited. Here are some elements to consider
Here are some examples to illustrate different approaches
After grabbing attention, seamlessly transition into the body of your press release. Briefly elaborate on the details mentioned in the introduction, piquing interest for further information.
By following these tips, you can craft an engaging introduction for your event press release that sets the stage for a compelling announcement.
Writing a press release for an event is a structured process aimed at informing journalists, bloggers, and the media about your upcoming event in a clear and compelling manner.
"A well-crafted event press release is your ticket to securing media coverage. It's about clearly communicating the event's unique selling points and generating excitement among journalists." - Melissa Abbott, CEO of Eventive Marketing & PR
The headline of your press release is crucial as it’s the first thing journalists will see. It should be concise (preferably under 100 characters) yet informative, capturing the essence of your event and why it’s newsworthy. Include the event name, key details (like location or theme), and a hook that grabs attention.
Example
"Tech Innovators Summit 2024 to Explore Future Trends in AI and Robotics"
Begin your press release with a dateline that includes the city and state where the event is taking place, followed by the date of issuance. Establish credibility and timeliness by including the city, state of origin, and the release date in a clear format like "FOR IMMEDIATE RELEASE - New York, NY - July 10, 2024."
The introduction paragraph should succinctly answer the who, what, where, when, why, and how of the event. It sets the tone and provides essential information upfront to grab the reader’s attention.
Example
"The Tech Innovators Summit 2024, a leading conference in the field of technology and innovation, is set to gather global thought leaders and industry pioneers in New York City on September 15-16, 2024. This year’s summit will explore groundbreaking advancements in artificial intelligence (AI) and robotics, offering unparalleled insights into the future of technology."
Headline (80 characters or less): Grab attention with a concise and informative headline that encapsulates the event's essence. Consider using keywords relevant to your target audience and the event theme.
Newsworthy Hook: Go beyond basic announcements. Highlight what makes your event unique and newsworthy. Is there a renowned speaker, a cutting-edge topic being addressed, or a special format that sets it apart?
Who, What, When, Where, Why: Provide a clear picture of the event by answering these essential questions
Details and Highlights: Expand on the core information to provide a well-rounded picture:some text
Expand on the information provided in the introduction. Include details such as:
Example
"Attendees can expect engaging presentations from top executives at leading tech companies, including discussions on the ethical implications of AI, the latest advancements in robotics for healthcare, and interactive workshops on coding and machine learning. With networking sessions designed to foster collaboration among innovators, the summit aims to inspire and empower attendees to shape the future of technology."
Call to Action
Prompt readers to take a specific action. Examples include
Summarize the event’s significance and reiterate key details such as registration deadlines, ticket information, and where to find more information. Include a call to action for journalists to contact you for further inquiries or to attend the event.
Example:
"With over 500 anticipated attendees from around the globe, the Tech Innovators Summit 2024 promises to be a pivotal event for anyone passionate about the future of technology. Early bird registration is open until August 1, 2024. For more information or to register, visit [Event Website]. Journalists interested in covering the summit are invited to contact [Your Name] at [Your Contact Information]."
Event Media release example. Read the release here.
Provide a brief yet informative overview of your organization. Mention your mission statement and relevant achievements to establish credibility. End your press release with a boilerplate paragraph about your organization or event series. This provides background information and context for readers who may not be familiar with your organization.
Example:
"About [Your Organization]:
[Your Organization] is a leading provider of conferences and events that bring together thought leaders and innovators across various industries. Our mission is to foster collaboration and drive meaningful discussions that shape the future of [industry/field]. For more information, visit [Your Organization’s Website]."
Sample Press Release
Microsoft's acquisition of Activision Blizzard was a landmark deal in the gaming industry, announced on January 18, 2022. This $68.7 billion all-cash transaction aimed to position Microsoft as a dominant player in the gaming landscape, expanding its reach across mobile, PC, console, and cloud platforms.
Press release example for event. Read the full release here
Make it easy for journalists to reach out for further details or interview requests. Include a media contact's name, email address, and phone number.
Example:
Media Contact:
Phone: [Your Phone Number]
Email: [Your Email Address]
Don't just announce your event; tell a compelling story. Tie your event into a relevant news angle or trend to capture media attention and increase your chances of coverage. - David Meerman Scott, Author of "Newsjacking"
Press releases have an important impact on the success of an event and therefore it is a good idea to craft an effective press release for the events you are hosting. Here is an example of a sample press release for our readers to guide them through writing a press release or be it event planning.
[Your Company Logo]
FOR IMMEDIATE RELEASE
[Event Name]: [Subtitle/Tagline] [Industry Leaders Converge at [Conference Name] to Discuss [Main Theme]
[City, State - Date of Issuance]
[Brief introduction about the event, answering who, what, where, when, why, how.] The [Your Organization Name], a leading organization dedicated to [Your Organization's Mission], today announced the [Conference Name], a premier event gathering industry leaders, innovators, and practitioners to explore the latest advancements and future directions in [Industry Name]. The conference will be held on [Dates] at the [Venue Name] in [City, State].
Focus on the "Why":
The [Conference Name] comes at a pivotal time for the [Industry Name] industry as we face [Briefly mention current industry challenges or opportunities]. This event will provide a platform for attendees to
Key Speakers and Sessions
[Highlight keynote speakers, notable sessions, and topics.] Highlight Key Speakers (Optional):
[Speaker Name], [Speaker Title] at [Speaker Company]
[Speaker Name], [Speaker Title] at [Speaker Company]
Event Highlights
[Special features, demonstrations, networking opportunities.]
Purpose and Benefits
[Explain the purpose of the event and what attendees will gain.]
Quotes
"Quote from organizer or keynote speaker."
Closing Paragraph
[Summarize event details, registration information, call to action for journalists.]
Call to Action
Early bird registration for the [Conference Name] is now open. Visit [Website Link] for more information and to register. Don't miss this opportunity to connect, learn, and shape the future of [Industry Name]!
Boilerplate [About Us]
[About the organizing company/organization.] About [Your Organization Name][Your Organization Name] is a [Brief description of your organization] dedicated to [Your organization's mission]. We [ Briefly mention your activities or achievements].
Contact Information
Media contact person's name :
Organization :
Phone Number:
Email Address:
Once you've crafted a compelling press release for your event, it's time to get it in front of the right people. By following these distribution strategies and incorporating the additional tips, you can significantly increase the reach of your press release and generate greater interest in your event.
Here are some effective methods for distributing your press release:
Keep your event press release concise and focused. Journalists are busy, so get to the point quickly. Use strong, active verbs and avoid jargon. - Gini Dietrich, CEO of Arment Dietrich
Your press release shouldn't be a simple announcement. Highlight what makes your event unique and relevant to a broader audience. Is there a renowned speaker, a cutting-edge topic being addressed, a special format, or a charitable cause it supports?
Don't just list the activities or workshops offered at your event. Explain how attendees will benefit from participating. Will they gain valuable knowledge, network with industry leaders, or have a fun and engaging experience?
Research publications, journalists, and bloggers relevant to your event's theme or industry. Sending a press release about a tech conference to a lifestyle magazine is unlikely to generate results.
Typos, grammatical errors, and a cluttered layout make a bad impression. Proofread meticulously and ensure your press release is visually appealing and easy to read.
Press releases are not advertisements. Focus on providing newsworthy information and avoid overly promotional language that can alienate journalists.
Tell readers what you want them to do next! Whether it's registering for the event, visiting a website for details, or following social media channels for updates, provide a clear call to action.
Briefly introduce your organization and its mission in the boilerplate section. Include clear and accurate contact information for media inquiries.
Don't just write a press release and expect results. Research targeted media outlets, consider using a newswire service (optional), and leverage social media and online platforms to promote your event announcement.
A friendly follow-up email a few days after sending the initial press release can significantly increase the chances of media coverage.
Sending your press release too early (months before the event) risks getting buried under newer announcements. Aim for 4-6 weeks in advance for optimal reach.
By avoiding these mistakes and following best practices, you can create a compelling and newsworthy press release that effectively promotes your event and attracts media attention.
A post-event press release is a detailed report shared with media outlets after an event. It highlights key moments, outcomes, and quotes from speakers, providing a comprehensive summary to generate further publicity and engage those who missed the event.
