If you have an upcoming event and want to create some buzz online or otherwise, writing a press release is a good way of getting the word out and gain extra attendees. But with the information overload that the online world brings, will a press release still get people excited? The answer is yes — with the right content. So if you’re looking for some guidance on writing an event press release, let us help you.
What is a press release?
Before anything else, let’s define what a press release is. Simply put, a press release is a short, written document that is usually one or two pages long. It contains an official announcement made by a company. The statement can vary, from an event or a new business development that the company wanted to announce. A press release is supposed to be the official source of information regarding said news or event, which the media will then report to the public. Thus, a well-written press release can garner valuable media attention and, at the same time, allows the company to shape the story however they want.
And since it aims to attract people’s attention, it should be a part of everyone’s content marketing strategy. And as such, a competent marketer should be well-versed in crafting the perfect press release to drum up interest in an event once it gets out to the public.
Types of press releases
Crafting a press release isn’t just limited to announcing an event. There are many kinds of announcements you can make. That means that there are several types of press releases you could be making.
- Product launches and updates
- Leadership changes
- Award announcements
- Mergers and acquisitions
- Grand opening
Key Elements Of An Event Press Release
Since an event press release should contain relevant information, you can follow this simple format. You would want to format the details to fit one or two pages without being over-or underwhelming. A usual format goes like this:
- “For immediate release”
- Press contact info
- Phone number
- Other necessary details
- Bulleted summary
- Intro paragraph (contains the location of the event and the date)
- Body copy
- The first paragraph can detail the content of the press release
- The second paragraph goes into more detail
- The third paragraph contains other relevant information about the event
- Boilerplate/About Us
A solid and catchy headline is a top priority when it comes to creating your event press release. It’s your opener, the first chance and could even be your only chance to grab a reader’s attention and entice them to read on.
In writing a headline, keep it short and sweet. If possible, limit it to one line. This will help focus a reader’s attention. Keeping it short also helps with SEO and make sure to use clear language.
For an event press release, you should also include the name of the event and, if possible, the location or the theme.
Here’s an excellent example of a headline that catches the attention of the reader.
Craft A Newsworthy Angle
For the media, influencers, and followers to be excited to share your press release, you have to tell them why they should care or why it’s worthy of being reported. As mentioned earlier, a press release leaves enough room for the event host to shape the story how they want.
You can frame your announcement from a certain angle, like how the event impacts the local community. Or perhaps you’re promoting a charity event, and you want to evoke an emotional response. You need to highlight who it’s for and why the reader should care.
This Salesforce press release highlights in its headline right away the kind of impact they want to make through the conference they are hosting.
Put The Most Important Information First
When you’re writing the body copy and putting in the relevant event information, you can visualize the format in an “inverted pyramid”:
- Most critical information first or the 5 Ws (Who, What, When, Why, Where)
- Secondary details
- Additional information
For the 5 Ws of your event press release, you can answer the following questions:
- Who is in charge?
- What is happening?
- When is it happening?
- Why is it happening?
- Where is it happening?
That way, you’ll get to lay out all the most critical information right away, making it easier for the reader to know the crucial details. Using the inverted pyramid formula also ensures that the reader won’t miss vital information because the first part already covered everything. You can then use the next paragraphs for secondary details, like adding a quote from the company that reporters can use in their write-ups. These are less important details, but it helps strengthen the story you’re shaping in the press release.
Furthermore, keep it short and to the point. You’re announcing an event. So, make your purpose clear and upfront.
Some press releases use bullet points to summarize the essential details of the event. This makes it easy for journalists and readers to grasp the content of the press release better.
And because the summary populates the beginning of a press release, search engines also pick up on these. Thus, writing a concise summary that hooks the readers in is essential. Here are a few tips to help you write the summary:
- Keep bullet points to 1-3 medium-length sentences.
- Include the 5 Ws
- Add keywords
- Make the angle clear
- Rouse the reader’s interest, so they want to learn more.
Car manufacturer Škoda uses bulleted points in their summary, as seen below.
Add Media Contact Details
The media who will read your press release and report your event will need to know who the contact person will be if they need more details. So make sure to include the name of the point of contact, email address and phone number. These details are provided at the end of the news release, right after the boilerplate section.
For example, Kraft Heinz provides their media contact information in a clear and simple format.
- Use a professional tone without jargon. Using slang and hype can come across as more of a sales pitch and may turn people off your event.
- Send out the press release in a timely fashion.
- Use a hook. Tie your event into trends or social issues to add excitement and urgency.
- Keep the press release within 300-800 words.
- Send your press release to the right publication with readers that align with your target audience.
Now you know effective techniques and tips on how to write up an attractive press release that ensures a successful well-attended event!