How to Write a Press Release for an Event (Sample and Template)

Planning an event is hard work, but what if, despite all your efforts, it doesn’t get the attention it deserves? The thought of empty seats or low turnout can be frustrating, leaving you wondering how to create buzz and ensure people show up.

But there’s a simple way to tackle this problem: a well-crafted press release. When done right, a press release can turn your event into a must-attend occasion, grabbing the media’s attention and building excitement among your target audience.

In this guide, we’ll walk you through how to write a press release for an event that is impossible to ignore. With a sample and press release template included, you’ll have everything you need to ensure your upcoming event gets the spotlight it deserves.

Let’s dive in and transform your event into the headline everyone’s talking about.

What is a press release?

A press release is a written statement or announcement distributed to the media to inform them about a newsworthy event, product launch, update, or significant development.

It’s a key tool in media and public relations, aimed at gaining coverage for news stories and generating interest in the subject matter.

Why a Press Release Can Make or Break Your Event

An effective event press release is a powerful tool that can significantly boost the visibility and success of any event. Here are some key benefits of an effective press release:

Reach a wide audience: By distributing your event details to the right journalists, bloggers, and media outlets, you extend your audience beyond your usual network, attracting more attention.

Build Trust: Media coverage adds credibility to your event, making it seem more important and trustworthy to potential attendees. 

Boost Product Visibility: A press release helps spread the word about your product and enhances your search engine rankings. According to a survey, 68% of businesses have experienced greater brand and product visibility as a result of their press release efforts.

Engage your Audience: By clearly outlining the who, what, when, where, and why of your event, you can excite potential customers and encourage them to mark their calendars.

Attract Media Coverage: Good press releases can lead to media coverage, offering free advertising. If your event is noteworthy, journalists might feature it in articles or interviews, giving you more exposure without additional costs.

Timely Updates: Announcing new speakers, special guests, or schedule changes helps maintain public interest and excitement.

Boosts Ticket Sales: Increased visibility and credibility from a press release can also boost ticket sales. Media attention can elevate your event’s status, making it a must-attend.

Long-Term Benefits: Even after the event, a press release can enhance brand awareness, making future promotions easier. It also exemplifies professionalism and effectively attracts sponsors and new partnership opportunities. Plus, it’s a cost-effective marketing tool with a high return on investment.

Key Components of an Effective Event Press Release

Headline

Your headline is the first thing people will see, so it needs to be attention-grabbing and eye-catching. Keep it short, catchy, and to the point.

A strong and concise headline that makes sense will give readers a glimpse into what the event is about and entice them to learn more.

Subheadline

While the headline captures attention, the subheadline provides additional context. It offers a little detail about the event, helping to reinforce the main message without overwhelming the reader.

Dateline and Introduction

This is where you introduce the most important details using the 5 W’s—Who, What, When, Where, and Why. This section should be brief yet informative, providing all the essential information at a glance.

Body

In the body of your press release, highlight what makes your event unique, such as special guests, exclusive activities, or the cause it supports. Including quotes from organizers, sponsors, or keynote speakers can add credibility and a personal touch, making your event feel more engaging and significant.

Call to Action

Every press release should end with a clear call to action. Whether it’s encouraging readers to buy tickets, register for the event, or contact you for more information, a clear, direct CTA helps convert interest into action and ensures your audience knows exactly what to do next.

Boilerplate

Finally, include a boilerplate at the end of your press release. This is a brief paragraph that provides background information about your organization. It gives readers context about who you are and what you do, helping to establish your credibility and authority.

Tips for Writing a Compelling Press Release

Keep It Simple

Use clear, straightforward language that’s easy to understand. Avoid jargon or technical terms that might confuse your audience.

For instance, instead of using industry-specific language like “synergize,” opt for more familiar terms like “work together.”

Strive for simplicity to capture the interest of a wide audience and improve the chances of your message being noticed by the media.

Also, ensure your press release is visually clear and well-structured to facilitate easy reading and comprehension.

Focus on Your Audience

Tailor your press release to the interests and needs of your target audience. If you’re promoting a local event, highlight what makes it relevant to the community. If you’re targeting a specific group, such as industry professionals or supporters of a cause, make sure your message resonates with their interests and priorities.

Incorporate Multimedia

Adding images, videos, or infographics can make your press release more engaging and visually appealing. These elements not only help to illustrate your event but also make your press release more likely to be picked up by media outlets.

SEO Best Practices

To increase the online visibility of your press release, incorporate relevant keywords and phrases related to your event. This can help your press release rank higher in search engine results, making it easier for people to find and share your information.

Event Press Release Template Example

You can download this free Press Release Template for your reference or customize it for your next event.

Step-by-Step Guide to Writing a Press Release

Know your Audience

Before drafting your event press release, start by identifying who you want to reach. Determine the relevant media outlets and journalists for your event’s industry or local area. Tailor your press release to align with their preferences and interests, ensuring it resonates with the right audience and maximizes your chances of coverage.

Craft a Strong Headline

Your headline should instantly convey what the event is all about and why it matters. If the event features a well-known speaker, a unique theme, or an exciting new product release, make that the focal point.

Example: “New York Film Festival Celebrates Independent Filmmakers: A Star-Studded Lineup”

Craft a Compelling Lead Paragraph

Start with a strong lead paragraph: The first sentence should provide the who, what, when, where, and why of your event. Make sure your introduction captures attention by showcasing the most critical details.

For example: “The 20th Annual New York Film Festival, featuring acclaimed independent filmmakers, will take place on September 15th at the iconic Lincoln Center. With over 50 films, celebrity panels, and exclusive premieres, this year’s festival promises to be the most exciting yet.”

Provide Key Details in the Body

Expand on what the event aims to be about. Mention key highlights, special guests, or unique aspects. Provide context—why this event is important or relevant now. Include any history or past successes if applicable.

Include a Quote

A quote from an event organizer, a notable guest, or a sponsor can add credibility and a personal angle. The quote should reinforce the importance or excitement of the event.

For example: “Festival Director, Ame Jane, stated, ‘This year’s lineup is a testament to the resilience and creativity of independent filmmakers. We’re thrilled to bring these voices to a wider audience and celebrate their work in such a significant way.'”

Add Supporting Information

In your event press release, include relevant background details to enhance context. If the event is recurring, briefly outline its history and past successes; for new events, provide background on its inception and purpose. Highlight any major sponsors, partners, or collaborations that are involved. 

Whenever possible, include links to high-resolution images, videos, or other promotional materials to enrich the content and offer media outlets additional resources.

Conclude with a Call to Action

Wrap up with a clear and compelling call to action, guiding readers on what to do next, whether it’s buying tickets, signing up, or saving the date. Make sure to include contact details for media inquiries and provide links to social media or the event website for further information.

Also, include details on ticket prices, where to purchase them, or how to RSVP. 

For example: “Don’t miss out on this exciting event! For more information or to purchase tickets, visit [EventEspresso.com]. And for media contact inquiries, contact Sarah Johnson at [sarahjohnson@gmail.com] or [555-123-4567].”

Include a Boilerplate

The boilerplate should provide a brief overview of your organization or company. It typically includes your mission, key achievements, and a brief history. Aim for 2-3 sentences that capture the essence of your organization. Place the boilerplate at the end of the press release, following the contact information.

For example:

“The New York Film Festival (NYFF) is dedicated to showcasing groundbreaking independent cinema and supporting emerging filmmakers. Since 1963, NYFF has been a premier platform for innovative storytelling, featuring diverse and thought-provoking films from around the world. 

Our commitment to celebrating creative voices and fostering cinematic excellence drives us to present an annual festival that highlights both established and up-and-coming talent.”

Format Properly

Before you send out your press release, make sure it’s perfectly formatted for maximum impact.  Keep it concise and aim for one page or around 300-500 words. While you want to be engaging, maintain a level of professionalism appropriate for media outlets.

And don’t forget to proofread carefully, catching any spelling or grammatical errors will help ensure your press release is polished and ready to make a great impression.

Event Press Release Examples

Example 1: Charity Gala

FOR IMMEDIATE RELEASE

Annual Charity Gala to Support Children’s Education: Star-Studded Event Announced

Los Angeles, CA – August 15, 2024 – The 15th Annual Charity Gala benefiting Children’s Education Foundation will take place on October 5, 2024, at the Beverly Hills Hotel. This year’s gala, themed “A Night of Dreams,” will feature performances by renowned artists, a silent auction, and a keynote address by Nobel Laureate Dr. Emily Carter.

The evening will begin with a cocktail reception, followed by a gourmet dinner and live entertainment. Highlights include a performance by Grammy Award-winning singer Michael Brown and a special auction with exclusive items donated by celebrities and local businesses.

Event Chair John Smith shared his enthusiasm, stating, “This gala is a wonderful opportunity to support a cause close to our hearts while enjoying an unforgettable evening. We are grateful to our sponsors and entertainers for their generous support.”

Since its inception in 2009, the Charity Gala has raised over $5 million for educational programs, impacting thousands of children across the country. Last year’s event saw a record attendance and significant contributions from the community.

Event Details:

• Date: October 5, 2024
• Time: 6:00 PM – 11:00 PM
• Location: Beverly Hills Hotel, Los Angeles, CA
• Tickets: Available at [CharityGala2024.com]
• Website: [CharityGala2024.com]

For more information or to purchase tickets, visit [CharityGala2024.com]. For media inquiries, contact Lisa Green at [lisagreen@gmail.com] or [555-987-6543].

About Children’s Education Foundation

Children’s Education Foundation is committed to providing high-quality educational resources and opportunities to underserved youth. Since 2000, we have been dedicated to breaking down barriers to education and ensuring that every child has the chance to reach their full potential. Our programs focus on academic support, mentorship, and community engagement.

Example 2: Tech Conference

FOR IMMEDIATE RELEASE

Tech Innovators Conference 2024: A Premier Event for Industry Leaders and Innovators

San Francisco, CA – August 15, 2024 – The Tech Innovators Conference 2024, scheduled for September 25-27, 2024, at the Moscone Center, promises to be the tech event of the year. This three-day conference will bring together industry leaders, groundbreaking startups, and technology enthusiasts to explore the latest trends and advancements in tech.

The conference will feature keynote presentations from tech giants such as CEO Alex Johnson of TechCorp and CTO Rachel Lee of FutureTech. Attendees will have the opportunity to participate in interactive workshops, network with industry experts, and explore cutting-edge products in the exhibit hall.

Conference Organizer Michael Brown stated, “We are excited to host this year’s Tech Innovators Conference, which will showcase the most innovative technologies and ideas shaping the future. It’s a unique platform for learning, networking, and discovering new opportunities.”

With over 10,000 participants expected, the Tech Innovators Conference continues to be a leading event in the tech industry, known for its impactful content and influential speakers.

Event Details:

• Date: September 25-27, 2024
• Time: 9:00 AM – 6:00 PM
• Location: Moscone Center, San Francisco, CA
• Tickets: Available at [TechInnovators2024.com]
• Website: [TechInnovators2024.com]

For more information or to purchase tickets, visit [TechInnovators2024.com]. For media inquiries, contact Emma Davis at [emmadavis@gmail.com] or [555-456-7890].

About Tech Innovators Conference

Tech Innovators Conference is dedicated to advancing the technology industry by bringing together leading experts and innovative companies. Since 2015, the conference has been a premier platform for exploring emerging technologies, networking with industry professionals, and sharing insights on the future of tech. Our mission is to inspire and drive the next wave of technological advancement.

Common Mistakes to Avoid

Overloading with unnecessary information or hype

While it’s important to be informative, avoid cramming too much information into your press release. Stick to the most important details and keep your message clear and concise. Journalists and readers are busy, so make sure your press release is easy to read and digest.

Using jargon or overly technical language

Avoid using technical language or industry-specific jargon that might not be familiar to everyone. Your press release should be accessible to a broad audience, so keep the language simple and straightforward.

Failing to proofread for errors and typos

Spelling and grammatical errors can undermine your credibility and distract from your message. Always proofread your press release carefully before sending it out. Consider asking a colleague or friend to review it as well to catch any mistakes you might have missed.

Neglecting to include essential contact information

Make sure to include all necessary contact information so that relevant journalists and potential attendees can easily reach you for more details. This includes your name, email address, phone number, and any relevant social media handles.

Distribution Strategies

Once you’ve written a compelling press release, the next step is ensuring it reaches the right audience. Distribution is a crucial part of the process, and choosing the right strategies can significantly impact the success of your next release party or event. 

Here’s how to effectively distribute your press release:

Direct to Media Outlets

One of the most straightforward and effective ways to distribute your press release is by sending it directly to relevant media outlets. This method gives you control over who receives your news and allows you to tailor your approach. 

Start by researching local newspapers, radio stations, TV channels, and online publications that cover events similar to yours. Create a targeted list of journalists, editors, and bloggers who might be interested in your event, and send your press release directly to them.

When reaching out, personalize your email to make it stand out. Mention why your event would be of interest to their readers or viewers, and highlight any unique aspects that make your event newsworthy. 

Building relationships with media contacts can also be beneficial for future events, so be professional and courteous in all your communications.

Press Release Distribution Services

For a wider reach, use press release distribution services. These platforms have extensive networks and can quickly send your news release to a broad audience, including media outlets and online channels.

Services like PR Newswire, Business Wire, and GlobeNewswire offer various packages for local or global coverage and provide analytics to track your media release’s performance. While these services involve a cost, they can be a good investment for extensive exposure.

Social Media Amplification

Social media is a powerful tool for spreading the word about your event. After you’ve sent out your press release, share it on your organization’s social media accounts like Facebook, Twitter, LinkedIn, and Instagram. 

Instead of posting the whole press release, try breaking it into bite-sized updates. Add eye-catching visuals, like photos or videos from past events, to grab attention. You can also create a series of posts that highlight different parts of your event, such as introducing key speakers or sharing exciting event details.

And, remember to interact with your audience by replying to their comments and encouraging them to share your updates.

Timing is Key

Timing plays a critical role in the success of your press release distribution. If you send it too early, people might forget about it by the time your event arrives. If you send it too late, you might not give the media or potential attendees enough time to prepare. 

The ideal time to send your press release is typically two or three weeks before your event. This gives journalists ample time to cover pertinent details of your story and allows attendees to mark their calendars.

Also, consider the best days of the week for distribution. Midweek, especially Tuesday through Thursday, is usually the most effective. Media professionals are often more focused and less overwhelmed during these days compared to Mondays or Fridays.

Follow-Up for Maximum Impact

After distributing your press release, don’t just sit back and wait—follow up! A simple, polite follow-up email to journalists and media outlets can make a big difference in getting your press release noticed. 

In your follow-up, you can gently remind them of your event, offer additional information, or even suggest an interview with one of your event’s key figures.

Remember, the goal of your follow-up is to make it as easy as possible for journalists to cover your event. Be helpful, responsive, and appreciative of their time.

Optimizing for Different Distribution Channels

To effectively distribute your press release, it’s essential to tailor your content to the specific needs and expectations of each distribution channel.

For email, use a concise, attention-grabbing subject line, and personalize the email body with a brief summary and call to action, linking to the full press release instead of attaching large files. 

For online publications, optimize your content with relevant SEO keywords, embed engaging multimedia, and include backlinks to drive traffic. On social media, adapt your content to each platform with eye-catching visuals, concise captions, and relevant hashtags to maximize visibility.

And for traditional media, follow industry standards like AP style for print and offer exclusive interviews or behind-the-scenes access to make your story more appealing to TV and radio outlets.

This approach ensures your press release reaches and resonates with your audience.

Measuring Success

To see how well your press release performed, focus on a few key metrics that show its reach and impact:

• Media Pick-Up: First, check how many media outlets picked up your press release. This includes newspapers, blogs, TV, and radio mentions. Tools like Google Alerts can help you track where your press release gets featured. The more coverage, the better your reach.

• Social Shares: Next, look at how often your press release or related content is shared on social media. A high number of shares means your news is catching on and people are helping to spread the word.
• Audience Engagement: Pay attention to how people are interacting with your content. Are they commenting, liking, or sharing your posts? Did you get any direct responses or inquiries from media outlets or potential attendees? High engagement usually means your message resonated and sparked interest.
• Website Traffic: See if your press release drove traffic to your website. Tools like Google Analytics can show you how many people clicked from the press release to your site and what they did once they got there, like signing up for your event or reading more about it.

Crafting a Media Kit

Creating a media kit to accompany your press release can significantly boost your event’s coverage. A media kit provides journalists with everything they need to write about your event, making their job easier and ensuring your story is told accurately.

Here’s what to include:

• Photos: Provide high-quality images, like event photos, speaker headshots, and venue pictures.
• Logos: Include your logo in different formats so it’s easy for journalists to use.
• Event Details: Clearly state the event’s date, time, location, and a brief description. Highlight what makes your event special.
• Bios: Add short bios of key people involved, like speakers or organizers.
• Press Release: Include a copy of your press release for quick reference.
• Contact Info: Provide contact details for someone who can answer questions.
• Extra Info: Consider adding a fact sheet, schedule, or quotes to give more context.

A well-organized media kit helps journalists cover your event more effectively and ensures they have everything they need.

Real-Life Examples of Successful Event Press Releases

Apple’s Worldwide Developers Conference (WWDC)

Source: https://www.apple.com/newsroom/2024/03/apples-worldwide-developers-conference-returns-june-10-2024/

Google I/O Conference

Source: https://blog.google/technology/developers/google-io-2024-collection/

Nike

Source: https://about.nike.com/en/newsroom/releases/usa-womens-basketball-wins-gold

Frequently Ask Questions

1. What is the ideal length for a press release?

A press release should generally be between 300 and 500 words. This length is long enough to include all the necessary details but short enough to keep the reader’s attention.

The goal is to be concise, clear, and compelling. Avoid unnecessary information, and focus on what’s most important: the who, what, when, where, and why of your event.

2. How far in advance should I send out my press release?

Timing is crucial for press releases. Typically, you should distribute your press release about two to three weeks before your event. This gives media outlets and potential attendees enough time to take action, whether that’s covering the event or making plans to attend.

For very large or similar events or high-profile events, you might consider sending an initial “save the date” release even earlier.

3. Can I send the same press release to multiple media outlets?

Yes, you can and should send your press release to multiple media outlets. However, it’s important to personalize your email pitch to each outlet to increase the likelihood of your press release being noticed.

Tailoring your approach to the specific interests and audience of each outlet can make your press release more appealing.

4. What’s the best way to follow up after sending a press release?

Following up is an important part of the press release creation process. Wait a few days after sending your press release, then send a polite and brief follow-up email. Mention the original press release, reiterate why the event is newsworthy, and offer any additional information that might help.

Avoid being too pushy—journalists are busy, and a courteous follow-up can make a positive impression.

5. What if my event details change after the press release is sent?

If there are significant changes to your event details after the press release has been distributed, it’s important to send out an updated release as soon as possible.

Clearly indicate that this is an update to the previous press release, and highlight the changes so that recipients can quickly see what’s different. If the change is minor, you might simply notify key contacts directly rather than sending a new press release announcing it.

Conclusion

With the samples and template provided, you’ll be well-equipped to craft press releases that not only showcase your event with professionalism but also attract sponsors and new partnership opportunities.

Start planning your event with the support of Event Espresso. With its features that streamline every aspect of event management, from ticketing and registration to on-site check-in and reporting, you’ll be able to focus more on delivering an unforgettable experience for your attendees.

Get started with our free demo today and let Event Espresso turn your event vision into a reality.