Well-written press releases help generate buzz for events, ensure media coverage, and attract attendees and support. A strong press release helps create a professional image for an event and any related cause, which can drive interest and support for fundraising, product launches, or societal events.
This short guide provides tips on how to write a press release for an event, including:
Why event press releases matter
Essential components of a press release
Crafting a compelling headline and lead
Writing tips to maximize engagement
Promoting your event through distribution
Keep reading to learn how to support event marketing with compelling press releases.
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Why Event Press Releases Matter
Press releases help you publicize events effectively and leverage the power of local or other media in your marketing. You can use press releases for any newsworthy event, including life events, corporate events, or community events.
Some ways press releases help you get the word out about events include:
Attracting media attention to increase the visibility of the event. Effective press releases get your event covered in newspapers, online media sources and local television news programs.
Providing journalists with details. Your press release supports journalists in crafting concise, accurate stories about your event.
Building excitement among potential attendees. When people see your event discussed in the media, they may become more excited about attending.
Establishing credibility. News coverage can impart an air of professionalism and build credibility for your event.
Essential Components of a Press Release
While a clever turn of phrase might help your press release get noticed, this isn't a creative writing assignment. Successful event press releases follow a format and include critical elements such as:
Headline. The headline should be attention-grabbing and include a promise about what information the rest of the press release holds.
Lead paragraph. The lead quickly covers the who, what, when, where, and why of your event — if someone only read this paragraph, they should still have enough information to answer these questions.
Body content. Here, you can add details about the event, such as speakers, activities, or unique features. You might also include some basic background for the event or its mission.
Quotes. Pepper in a few insightful quotes from event organizers or other key stakeholders to create an engaging narrative about the event.
Call-to-action. End with a call to action that lets the reader know how to learn more or register to attend the event.
Contact information. Include contact information at the end of the press release.
Crafting a Compelling Headline and Lead
A strong headline is critical for success, as it's the hook that captures a reader's attention. Consider that journalists and others see dozens or even hundreds of releases a day, so yours needs to stand out from the crowd with that first statement.
Your headline should be brief but impactful, using active language to create urgency or excitement about the event. When possible, include one or two of the most important details in the headline, repeating them and pairing them with the rest of the critical information in the lead.
Consider the most common and important questions your audience might have about your event. Answer those questions in the lead or first few paragraphs of your press release to support optimal clarity.
Writing Tips to Maximize Engagement
Press releases are marketing copy, so leverage tips for writing that type of content. Tailor your press release to target media outlets or audiences, including what may be most relevant to them. Avoid jargon and abbreviations people may not be familiar with; instead, focus on clear language.
Think about how people might search for your event online and incorporate those search phrases when possible to boost the SEO power of your press release. While you can be enthusiastic about your event, maintain a professional, third-person tone.
Promoting Your Event Through Distribution
Whether you're promoting a customer appreciation day or an educational retreat, maximize your press release's reach by submitting to local and national press release distribution services. You can also share your press release in your own email newsletter, on social media, and via your website or blog.
Look for direct contact information for journalists, bloggers, and influencers who cover events like yours. Send your press release directly to them. You can also follow up with media outlets to encourage coverage and interviews.
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