Earned Media

How To Write An Event Press Release (Samples Include)

7 Mins read
how to write an event press release

Writing a press release for your event seems like so much for you? Here is a quick guide to help slide through the process like a pro and give your event the media pump it needs.

In this blog post, you will learn how to write a captivating event press release and we will give you 25+ samples covering different types of events so you never run out of ideas.

Simple Strategies For Writing A Killer Event Press Release

Like any other press release, an event press release also has it’s own formula with so much room to add your creative genius into the mix. An event press release must be able to propel the essence of the event right from the headline through to the first paragraph. Your audience must be able to know WHY the event is important, WHAT the event is all about, WHERE the event will take place, and WHEN the event will take place.

An even press release does not have to be boring or look like a rigid announcement. You can kickstart a conversation in the mind of the reader by adding engaging angles to the press release. An engaging press release focuses on the reader and what’s important to the reader. If your event will help people solve their financial problems, then you may want to add why people are financially distressed in the PR, and why so many people fail despite their efforts.

You may still want to add why people will continue to struggle even if they put so much work. Everybody works hard and yet no everyone has a fat account, so you can not afford to make them look lazy. Your edge or unique selling point may want to focus on WHAT THEY NEED TO KNOW that is holding them back, and the perspective or mindset they need to delete and the one that can set them free in to financial bliss… Does that sound good to you? Then it would sound even better to your readers.

How To Write A Press Release For An Event

  1. Analyse the audience for your event
  2. The Five Ws of An Event Press release
  3. Write an Attention grabbing headline for your event
  4. Grab attention with your first paragraph
  5. Write the body of your event press release
  6. Use Call To Action Techniques
  7. Add a quote
  8. Add The Boiler Plate
  9. Distribute your event press release

The list above is just a quick summary of all that you need to do to craft a powerful event press release. Now let’s get down into the meat of the conversation!

1. Analyse The Audience For Your Event

Many people fail when it comes to this. If you are a digital marketer and you are planning an event for chiropractors on how they can generate more leads using digital marketing.

You will need to create an audience persona for you to effectively drive your message, optimize for organic ranking, and get quality attention from journalists and bloggers.In this case, the most important set of people in creating an audience persona is communicating effectively with your audience.

Crafting Your Audience Demographics

Understanding who your audience is, where they can be engaged and their age bracket would further help you in getting the best results from your PR outreach. Get to understand their age bracket, interest, occupation and income.

Digital marketing has changed people are being target and the type of content the consume. The days of generic one-for-all TV and Radio advertisement as more solutions for laser targeting are created; and why is this important? This is the best way to get results through user engagement and content relevancy.

Knowing the values, habits and other demographic profile of your target audience helps you in writing a compelling event press release from the headline down to your boiler plate.

Do not overthink this as it may get your overboard, but make sure you have a solid understanding of who your ideal audience is. Make an outline of your audience and refer to it throughout the writing process.

2. The Five Ws Of An Event Press Release

The concept of the 5 Ws is very much basic in press releases. Most people just hit the keyboard and pull out an headline, write the first paragraph and grow the event press release body without properly adding the WHO, WHERE, WHEN, WHAT and WHY of their release.

  • The “WHO” – This is all about the demographics and physcographics of your audience. Who are your talking to, who are you targeting, who should read about your event press release, who needs to come to your event, and who needs to know about your event.
  • The “WHERE” – Where is the event taking place. You want to make sure it is not miles away from your target audience. You will as well need to state the “Where” in the first paragraph so people can quickly know where the event is taking place.
  • The “WHEN” – No event takes place without a date. You should add the date and time to the first paragraph so it can be clear enough when the event would take place.
  • The “WHAT” – What is the catch? Why is should I come to your event in the first place? We can call this your unique selling point. Knowing fully well that there are other events that can fit in well to yours… the whole press release should be used to explain what you have to offer!
  • The “WHY” – This is close to the “What”. You should be smart enough to show why you are the right person they should listen to without sounding too salesy.

3. Write An Attention Grabbing Headline

Your headline is very important. This is the first thing anyone would see about your event press release. First impression they say last longer, same applies when you are writing a press release for your event, or any other type of press release.

A well crafted headline would immediately grab the reader’s attention and make them see why they should never miss your event. Your headline should be able to convey your message, generate interest in the message and help trigger action on the message immediately!

What Is The Proper Length For An Event Press Release Headline?

Use your headline wisely to speak clearly about your event and what makes it so important and valuable. Your headline should be between 75-80 words. This works great for search engine optimization, social media shares and it’s easy to read as well.

Five Examples Of A Good Event Press Release Headline

  •  Shoreline Biome to Launch Product Suite for Microbiome Research at ASM Microbe 2019
  • Aladtec Team Attending 2019 Police Security Expo at Atlantic City
  • Blue Moon Digital, Inc. Hosts Annual Digital Summit for Marketers Leading Organizational Change
  • Two Impactful Days, 24 Cutting Edge Sessions, 40 Inspiring Speakers
  • MILTON Debuting FlightWave’s Edge™ UAS at Paris Air Show

4. Shine With Your First Paragraph

While some people would suggest that you make the first paragraph a summary, the pitfall in doing this that you may lose your creative edge. Your first paragraph should be simple but punchy and powerful. You should make your first paragraph a “summary” of your event press release in an interesting way.

25-30 words look great for the first paragraph.  However, do note that this is not a hard and fast rule. Some writers go as far as 50 words if that is what they need to convey their message. Doing this would require more skillfulness in terms of being able to hold the reader to the end of the paragraph.

Your first paragraph should capture the event location, time, and the essence of the event. Doing this within the first paragraph makes it easy for any reader to capture what your event is all about.

Date And Location First

June 15, 2018, San Fransisco- RemedyFirst LLC is proud to announce the second edition…

Starting with the date is a standard practice, but you should at least know it’s importance. Starting a press release with the date you want it to go live helps distribution agencies or journalists to know when to release any related information about your event. Adding a location can indicate where the event will take place or where the press release is being released.

Who, What and Why

The date and location takes care of “when” and “where”. You will still need to add the exact location of the event to fully answer the “where” of the event. You should be able to state the exact location and time in within the first paragraph of your press release.  The first paragraph can be referred to as the broad summary of your press release. You can further expand everything within the body of the press release.

Here is a sample

5. Craft The Body Of Your Event Press Release

This is where you get to dive in deep into your story. You will be able to expand the details in the body of the PR which would usually be 2-3 paragraphs. You will add a quote about the event as well within the body and end it with a boiler plate.

You should talk about what’s in it for your target audience and why they should not miss your event. Talk about the speakers as well and mention the highlights of your event within the press release body as well.

Tell Your Story And Follow The Rules

By now you should know you can not write a press release in the first and second person language, you must write it in  the third person, as though you are reporting an event. You should try your best possible to be simple, yet creative as well.

Focus on the benefits of the event and your organization’s credibility or success recorded from the event over the years. If this is your first time as well, do not fail to mention that.  Talk about the speakers at the event or the core benefits of the event. How it can help your target audience and why it is the best place for them to be while the event holds.

 Call Them To Action

Calling people to action is very important. Having them take action is the essence of your press release in the first instance. This is called Call To Action (CTA). You want as many people as possible to attend your event, so using a call to action makes sense while you are writing your press release.

By adding a CTA to your event press release, you are telling them exactly what you want them to do. You can tell them to register to attend your event or add the date to their calendar.  “Click Here To Save Your Seat” or “Sign up to attend now before all the wine glasses are taken.”  can service as a good idea. Include a link that will take them directly to your event website or landing page.

6. The Boiler Plate

A boiler plate is usually the last paragraph in a press release. This is basically a summary telling about your company. You can easily copy and condense the “About Us” of your website. You should only focus on stating why your company is an authority in the event and how you can add value to the attendees. This should not be an hype about your business or event, but a simple way of telling them about you, your company and what you do.

7. Distribute Your Press Release

After writing the press release and checking the PR copy again for any errors, the next thing to do is to submit your press release for distribution. Our press release distribution is perfect for small businesses and you can take advantage of our excellent services right away!

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