How to Write a Press Release for an Event (with Template)
A press release plays a crucial role in event success. Not only does it serve as a compelling communication tool that lets the public know about the key details of your event — the who, what, when, where, and why — it also helps generate media attention, increasing the likelihood of event coverage and, ultimately, a more effective event.
On top of this, press releases lend greater credibility to your event while boosting search engine rankings and driving organic traffic to your event website. Ultimately, the communication tool acts as a bridge between event organizers and the media, ensuring accurate coverage while helping you maximize your reach.
If you’re wondering how to write a press release for an event, you’ve come to the right place. Keep reading to learn more about the essential elements of press releases and what you can do to ensure your next PR makes the biggest impact.
5 Essential Elements of an Event Press Release
As you begin putting pen to paper while crafting your next event press release, make sure it includes the following five elements.
1. Headline and subheadline
The headline should be attention-grabbing, summarizing the event in a few words. Subheadlines provide additional context, encouraging readers to explore the details further.
The introduction contains the who, what, when, where, and why. This section succinctly introduces the event, covering essential details such as who’s involved, what the event is about, when and where it will take place, and why it’s significant.
The body elaborates on the introduction, offering more depth on event specifics, background, speakers, activities, and any unique aspects of the event that make it compelling.
The boilerplate includes a brief yet comprehensive description of the organization hosting the event. It provides context about the entity, its mission, its achievements, and any relevant and noteworthy background information (e.g., investor names).
5. Contact information
After reading a press release, reporters should know who to contact if they need more information. Make sure to include the name, title, phone number, and email address of a designated contact person at the bottom of each press release.
How to Write a Press Release for an Event
Crafting an effective press release starts with an eye-catching headline that’s clear and concise. While writing a headline, use dynamic verbs, highlight unique elements, and keep your audience top of mind. Whenever possible, include intrigue, personality, and appropriate keywords. Your goal here is to create a headline that sparks curiosity and encourages readers to learn more and even share your press release with folks in their networks.
To get you thinking in the right direction, here are some examples of effective headlines for different types of events:
- Innovation Unleashed: Experience the Future of Tech at [Event Name]
- The Future of Work: Business Leaders Weigh in at [Event Name]
- Sustainable Sustainability: [Company] Unveils Green Initiatives at [Event Name]
As you continue writing your release, it’s important to strike the perfect balance between detailed information and concise writing. This enables you to capture attention and deliver key messages without overwhelming the reader. By writing succinctly, you can ensure that readers quickly understand the significance of your event and the most important details. In addition to educating would-be attendees, this increases the likelihood of media coverage, too, since journalists are much more likely to incorporate concise information into their stories.
To add authenticity and credibility to your press release, include quotes and endorsements where it makes sense. Quotes from key stakeholders or influencers give your release a human touch while offering insights that can resonate with your audience. Endorsements from well-known individuals can also strengthen your event’s reputation, establishing trust and helping you gin up more media coverage.
Readability enables you to cover the most ground with your press release. Break content into short paragraphs, incorporating subheadings, bullet points, and quotes to make your release scannable. Be sure to maintain a professional tone, avoid jargon, and proofread thoroughly to ensure your release is grammatically correct.
Distributing Your Press Release
Effectively distributing your press release involves a strategic blend of online platforms and traditional media outlets. For the best results, utilize reputable newswire services like PR Newswire or Business Wire to ensure your release gets covered properly.
While you’re at it, leverage social media platforms like Twitter (X), LinkedIn, Facebook, and Instagram to make sure your release is seen by a broader audience, including relevant groups and communities. If you’re up for it, you may also want to engage influencers and industry bloggers to see if they’ll amplify your message further.
Don’t forget about traditional media, either. Build a targeted media list and send personalized pitches to journalists who write about topics related to your event. In addition to engaging these folks over email, consider following up over the phone or via snail mail for a more personalized touch.
Remember, timing is crucial. You might put together the best release in the world, but if it’s not sent at the opportune time, your work might be buried. To capture maximum attention, consider publishing a press release midweek. Avoid Mondays and Fridays when both newsrooms and potential audience members may have other priorities. Plan ahead to align with editorial calendars and make sure your press release isn’t shadowed by something entirely avoidable — like a major industry conference or holiday.
Once you’ve sent your press release out, you need to proactively follow up with each outlet. Reach out to journalists who reviewed your release, offering additional information or interviews with the C-suite. At the same time, pay close attention to social media mentions and respond promptly. Persistence and a strategic approach to distribution ensure your press release gets the attention it deserves both online and through traditional channels.
Press Releases for Events: Common Mistakes to Avoid
When it’s time to write your next event press release, keep these pitfalls top of mind to increase the chances your release resonates:
- Writing unclear headlines. Avoid ambiguity by crafting a clear, concise headline that accurately represents the key message of your release. Ensure the who, what, when, where, and why are evident in the headline to immediately capture interest.
- Overlooking your target audience. Define your audience and tailor the content to their interests, ensuring the press release addresses their needs or concerns. Use targeted media lists and industry-specific channels to reach the right journalists and outlets.
- Neglecting online platforms. Leverage newswire services and share press releases on social media platforms to increase online visibility. Optimize your release for SEO by including relevant keywords to attract a wider organic audience.
- Forgetting to follow up. Reach out to journalists after sending the press release out to offer additional information, interviews, or clarifications. Foster ongoing connections with media professionals to increase the likelihood of future coverage and collaboration.
Sample Press Release for an Event
At this point, you have a better understanding of how to write a press release for an event. But you might be wondering what it all looks like in the real world. In this section, we examine press releases from three major events to get you thinking in the right direction.
In May 2023, HubSpot announced that INBOUND 2023 would take place in September, giving folks more than enough time to make plans to head to Boston. The release drummed up excitement by announcing the first-ever startup pitch competition at INBOUND, along with a list of some of the bigger names involved with the conference — like Reese Witherspoon and Derek Jeter. Of course, the release also tells readers all of the key details, like where the event is and how to sign up. Read the release.
Apple’s Worldwide Developers Conference
In March 2023, Apple announced its annual developer conference would take place both as a virtual event and as an in-person event at Apple Park on June 5. The release includes everything attendees need to know about what the experience will be like, along with a quote from the company’s VP of worldwide developer relations that nods to Apple’s commitment to nurturing its robust developer community. Read the release.
Consumer Electronics Show (CES) 2024
In the months leading up to January, the annual CES show pumps out a number of press releases to keep the event’s momentum humming along all year long. In October 2023, the CES team sent out a press release announcing that Roland Busch, CEO of Siemens, would be one of the keynote speakers. The release’s headline leaves no room for interpretation: Siemens CEO to Deliver Keynote at CES 2024. It also includes all relevant information about the speaker, along with a quote from both Busch and the president of the Consumer Technology Association, hosts of CES. Read the release.
Press Release for an Event (Template)
In addition to helping you supercharge event planning and promotion, generative AI tools can also help you speed up the press release writing process. We asked AI to generate a press release template for announcing an industry conference or event, and here’s what it spit out:
[Your Company Logo]
FOR IMMEDIATE RELEASE
[Event Name] Unveils Exciting Lineup and Innovations at Annual Industry Conference
[City, Date] – [Company Name], a leader in [industry], is proud to announce the details of its highly anticipated [Event Name], scheduled to take place on [Date] at [Venue] in [City].
Headline: Captivating and informative, the headline succinctly conveys the essence of the event.
Sub-headline: [Event Name] promises a dynamic convergence of [industry] leaders, presenting cutting-edge insights and fostering collaboration for a brighter future.
[City, Date] – [Company Name] is thrilled to reveal the upcoming [Event Name], a premier gathering of [industry] professionals, influencers, and innovators. This [number]-day conference will showcase the latest trends, facilitate networking opportunities, and offer a platform for thought leadership in the [industry] landscape.
Agenda Overview: The event will feature a diverse agenda, including keynote presentations from renowned speakers, panel discussions, interactive workshops, and an exhibition hall showcasing industry advancements.
Notable Speakers: Esteemed speakers such as [Speaker 1], [Speaker 2], and [Speaker 3] will share their expertise on key topics shaping the future of [industry].
Networking Opportunities: Attendees can connect with industry peers, forge valuable partnerships, and gain insights during dedicated networking sessions.
[Company Name] is a [industry]-focused organization committed to [brief description of the company]. With a proven track record of [achievements], we continue to drive innovation and excellence in the [industry] landscape.
For media inquiries, please contact:
[Your Email Address]
[Your Phone Number]
[Additional Contact Information if applicable]
About [Company Name]
[Company Name] is a leading [industry] organization dedicated to [mission]. With a focus on [core values], we strive to [company goals]. For more information, visit [company website].
Scaling Your Event Strategy with Generative AI
Press releases can have a profound impact on event success, which is why it’s critical to make sure you craft a strong release for each event you host.
The tips and best practices outlined in this guide should make writing your next press release easier. But don’t forget that you can always lean on generative AI tools for an extra helping hand — whether you’re writing a release or planning an entire event.
To learn more about how you can use generative artificial intelligence to optimize and accelerate your event strategy, check out our free ebook: 100+ AI chatbot prompts for event professionals.