Event Press Releases: Writing, Formatting, Distribution, and Best Practices

An event press release is a coherent brief comprising vital information about an upcoming event. The purpose is to distribute the news to the target audience through PR distribution.  Writing and distributing the press release is an essential process in the public relations department, as this regulates the media coverage and the reach business will get.

Overcoming the difficulties of press release writing is one of the foundations of PR, which will assist businesses in attracting reporters, bloggers, editors, and influencers to spread the brand story to their audience. Think of them as a third party between the press release services and tapping into the new audience.

The public relations market size has grown enormously in recent years. It will increase from $106.93 billion in 2023 to $114.1 billion in 2024 at a compound annual growth rate (CAGR) of 6.7%. The purpose of a good quality press release is tenfold. It will efficiently convey the message to the media outlets and journalists and transfer the news to the target audience, increasing sales and revenue.

This blog will cover all the aspects of an event press release, from writing, format, distribution, and best practices.

Focus on Events: What’s an Event Press Release?

An event press release is sharing an event by a PR agency or business to promote a charitable cause, increase awareness, or make an announcement for other reasons.

Businesses should see genuine and considerable interest in the announcement if written constructively and targeted to reach the right audience. This also includes those willing to attend the event and provide media coverage.

There are multiple reasons why an event release is distributed. It could be for a corporate milestone, charitable event, release party, etc. If there is a chance for press coverage, no matter the news size, big or small, send out an event press release.

This does not need to be explanatory; it just needs to plan to hit on the pain points strategically. Media attention is essential in increasing clients’ awareness and improving the sales flow.

How to Write the Perfect Event Release: Format Must-Haves

What to include in the event press release depends on various factors, such as the industry’s niche, the reason for the event press release, and the targeted psychographics and demographics. However, a specific protocol must be followed. Here is the systematic process:

• Headline
• Subheading
• Dateline
• Introduction
• Lead paragraph
• Body paragraph
• Quotes
• CTA
• Contact information
• Boilerplate
• End Notation

First, hat is your message?

Before you pen down the press release, strategize on the message the business needs to communicate through the press release. When it comes to the message of the PR campaigns, contemplate the business’s posting and keep in mind that this is not a pitch but an actual new announcement. An event press release should be newsworthy, consisting of facts and insights.

Identify targeted media people.

Search for a media data bank for targeted journalists, publications, and reporters. This is the second step in the process after finalizing the news. However, the recommendation here is to identify the journalists and media outlets the business wants to work with beforehand. Because journalists usually do not respond to the news, which does not resonate with them. Select the journalists based on their industry, demographics, and work style.

An attention-grabbing hook

The next task of the PR strategy is to provide the event press release with a concise, attention-grabbing headline that encapsulates the event. It is necessary to start with a powerful and decisive headline by keeping the audience in mind to pique their interest.

The tip here is to keep it highly relevant to the audience.

Provide the identifying information.

Do this in naturally flowing paragraphs that lead on from one another, so start with ‘who, ‘ then the ‘when,’ followed by the ‘where,’ etc. Provide the extra information regarding the participants or topics by the end of this section. Also, write about the aim of the event.

Include quotes

Some quotes from ‘star’ attendees or speakers can be included here. Add valid and relevant quotations.

The boilerplate

As with any press release for the event, include a short paragraph about the organization at the bottom of the release and give some background to the event.

Add contact information

How do people confirm attendance? Are there any instructions? Remember this: the event press release is news; it does not sound like sales or persuasive. The news should grab the audience’s attention to keep them hooked to the business; the purpose here is to keep them curious, not to convert them into buying customers.

Mastering the Event Release

The event press release should not be longer than a page and a half and fulfill the press release protocol. Journalists and media outlets receive tons of releases daily; here are some practices to stand out.

Visualize Success

Including the relevant data will make the event press release more enticing. For example, if the news is about an annual event, a business can add the data from the previous event, how it went, and what results it brought. If the upcoming event concerns charity, add the amount the business wishes to raise. Some numbers and carefully placed infographics.

Keeping the Conversation Going

After sending the initial pitch to the journalists, there is no need to fill their inbox with emails. The recommended approach is to send a follow-up email after a week. In the email, ask them if they want additional information for clarification and if they will provide the coverage for the event press release.

Polish to Perfection

Before sending the event press release, proofread it multiple times to avoid grammatical errors. Proofreading is not just limited to grammatical errors; it also includes cross-checking the information and facts added to it.

Common Event Release Mistakes

This blog promised to discuss everything related to event press releases, so let’s discuss the mistakes to avoid.

Stay Humble

Media outlets want numbers and facts to intrigue them; what they do not wish to do is unnecessary praise. There is no need to stuff the pitch with overused adjectives and exaggerate it.

Don’t Get Lost in the Search

Before writing the event press release, determine the keywords and use them sparingly in the text. Keywords should also be added to headings to help the crawlers understand the press release. Moreover, include relevant links to improve the search engine rankings.

Always Add Contact Info

This is a no-brainer; adding the contact information is no debate. Businesses must add the contact details, contact person name, and email.

Spreading the Word: How to Distribute Event Release

After writing the event press release, now is the time to distribute it. Here are a few practical suggestions.

Maximize Reach

Businesses usually have contacts with the media outlets they have built over time. Send the event press release to them. Having a list of shortlisted journalists will be helpful for pitching. Brands can entice them by telling them they are the first to get a glimpse of the event inside.

Wider Coverage

Press release distribution services provide a great way to spread the news about the events.

Pitch to New Journalists

Besides utilizing the contact list, businesses can research new media outlets and journalists. To pitch the new journalists, highlight the essential elements of the event, like sponsors, participants, speakers, guests, or anything that makes the event press release attention-grabbing. Brands can use all three approaches or one as per their convenience.

Press Connect: Your Partner in Event Press Release Success

An effective event press release is much more than filling out a template—it’s telling your story, captivating your audience, and getting maximum coverage. Let Press Connect make your business shine with expert event press releases. PC walks business through from A to Z: formatting, adding multimedia, avoiding common mistakes, and optimizing for SEO.