How to Write an Event Press Release That Gets Results [+ 3 Examples]

By Intelligent Relations Team

August 15, 2022

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An event press release is used to advertise any notable, special event to the media.

By distributing a press release for an event to relevant news outlets, you generate buzz, media coverage, and an audience.

Press releases for events also invite the media to attend, provide coverage, drum up awareness for public invitations, and publicize a milestone for event sponsors.

Whatever the case may be, you still need to know how to write an event press release.

This guide will walk you through every step of the process, covering:

• What is an Event Press Release?
• What Should an Event Press Release Include?
• How to Write a Press Release for an Event
• How to Distribute a Press Release for an Event

At the end of the guide, we’ll also include event press release examples and templates to assist you.

What is an Event Press Release?

A press release for an event is a formal announcement sent to the media. It informs journalists, editors, and other members of the press about an upcoming event hosted by a company or organization. 

Its purpose is to generate interest and coverage for the event. Event announcements should be attention-grabbing and encourage journalists to attend, write about it, or include it in their media coverage. 

Important details to include are:

• Date and Time
• Location
• Venue 
• Theme 
• Keynote Speakers

Types of Event Press Releases

Here’s a list of the types of events that are great to announce with a press release:

• Launch Event Press Release: A launch event press release advertises an event held for the official launch of a venture or product. You can write an event press release that details either single or multiple launch events.

• Annual Event Press Release: The annual event press release announces the return of a well-known community event. Examples include a yearly conference, county fair, or formal gala. This type of event press release puts the event in context. “Why does it matter this time around?”

• One-Time Event Press Release: If the event in question is an isolated occasion, this type of event press release will elaborate on its uniqueness. That could be anything from a special concert performance to a temporary museum exhibition.

• Fundraising Event Press Release: Write a fundraising event press release to publicize an event hosted to raise donations for a chosen cause, with details on how to attend for the public.

• Award Event Press Release: Perhaps you or your organization will receive or bestow an award or accolade. An award event press release informs the media and public about a recipient’s success.

Win an award without an event? Want a dedicated article about writing a press release for a company award? Check it out: How to Write a Press Release for a Company Award

What Should an Event Press Release Include?

An effective event announcement ensures that your event garners the attention it deserves. Whether you’re launching a new product, hosting a conference, or organizing a charity fundraiser, your event press release needs to be: 

• Clear
• Engaging
• Informative

The key components that should be included in every event press release, from a compelling headline and lead paragraph to detailed event information and a strong call to action, maximize your chances of securing media coverage and boosting attendance.

Here’s what you need to cover: 

1. The Headline

An event press release headline is a concise, attention-grabbing title at the top of a press release that announces an upcoming event. Its purpose is to quickly convey the main information about the event and entice journalists, media outlets, or readers to learn more. 

A good headline is usually short, clear, and focused on the most newsworthy aspect of the event. It should include key details like the event’s name, purpose, and possibly the date or location.

• Example: XYZ Tech Conference 2024: Innovating the Future of AI – Join Us in Silicon Valley This September

2. The Introduction

This is the opening paragraph of a press release that provides a brief overview of the event. It should capture the reader’s attention by highlighting the most important details of the event, such as:

• The Name of the Event
• The Event’s Purpose
• The Date and Location
• The Significance

Introductions are concise and compelling, summarizing the essential information while enticing the reader to continue reading for more details. 

A well-crafted introduction sets the tone for the rest of the press release and ensures that journalists and media outlets understand the newsworthiness of the event right from the start.

• Example: Silicon Valley, CA – [Date] – Mark your calendars for one of the most anticipated technology events of the year. XYZ Tech Conference 2024 is set to bring together the brightest minds in AI for an inspiring three-day event in the heart of Silicon Valley. From September 15-17, industry leaders, innovators, and AI enthusiasts will converge to explore the latest advancements, share groundbreaking ideas, and network with fellow professionals. Whether you’re an AI expert or an emerging talent in the tech world, this conference promises to deliver insights and connections that will drive the future of AI forward.

3. Body

This section expands on the event’s details, including highlights, key speakers or performers, any special activities, and reasons why the event is significant or unique. 

It should be well-structured, informative, and persuasive, typically consisting of the following key elements:

Event Details 

• Date and Time: Clearly state when the event will take place, including specific dates and times. 

• Location: Provide the full address of the event venue, including any relevant details about the setting or accessibility. 

• Event Description: Offer a detailed description of what the event is about, including its purpose, theme, and any significant topics that will be covered.

Speakers and Highlights 

• Keynote Speakers and Special Guests: Mention any notable speakers, presenters, or special guests who will be attending, along with their credentials. 

• Event Agenda: Outline the main activities, sessions, or presentations scheduled during the event. This can include workshops, panel discussions, networking opportunities, and more. 

• Event Highlights: Highlight any special features, such as product launches, exclusive announcements, or unique experiences that attendees can expect. 

Target Audience and Expected Attendees 

• Audience: Identify who the event is intended for, such as industry professionals, students, or the general public. 

• Expected Attendees: Mention the expected number of attendees or the types of professionals who will be present, which can add credibility and appeal.

Registration and Attendance Information 

• How to Register: Provide clear instructions on how to register for the event, including links to the registration page, if applicable. 

• Cost and Ticket Information: Include details about ticket prices, any early-bird discounts, or special rates for certain groups. 

• Event Website: Link to the official event website for more information.

Quotes from Organizers or Key Participants 

• Quotes: Incorporate quotes from event organizers, keynote speakers, or other key participants to add a human element and emphasize the significance of the event. These quotes can express excitement, highlight the event’s importance, or underscore its relevance to the industry. 

Call to Action 

• Encouragement to Attend: Conclude with a strong call to action, encouraging readers to register, attend, or share the event with their networks. 

• Contact Information: Provide contact details for media inquiries, including the name, phone number, and email address of the press contact or event organizer.

Additional Information 

• Sponsorship or Partnerships: Mention any sponsors or partners associated with the event. 

• Media Opportunities: If applicable, include information on media accreditation, press passes, or interview opportunities.

Boilerplate 

• About the Organization: A press release boilerplate is a brief paragraph about the organization hosting the event, including its mission, background, and any other relevant information.

4. The 5 Ws

Since the press release targets the media and the public, it must answer The 5 Ws. WHile crafting a press release for an event, review steps 1-3 and make sure they answer these key questions: 

• Who: is hosting the event?
• What: is the event being hosted for?
• When: is the event? (Exact date and time)
• Where: is the event? (Exact venue and accessibility)
• Why: is this event important or newsworthy?

Pro Tip: These requisite 5 W’s should all be answered and appear in the first paragraphs of the release. Ensure these questions are answered before sending out your event press release.

If you want to send your event press release before the big day, you can send it under embargo. Not sure how it works? Check out our dedicated article: Embargoed Press Release – A Complete Guide

How To Write a Press Release for an Event

Press releases aren’t particularly complicated, but it’s essential to follow their time-tested guidelines to include all relevant information and meet the press release format standards.

If you stray too far from the established layout, you risk alienating journalists or confusing readers, skimming the press release just to get the details.

Make a Layout for your Event Press Release

Press releases are succinct single-page documents laid out similarly to news articles. The underlying goal is to inform, so the event press release must be easily readable.

Both press releases and news articles follow an “inverted pyramid structure,” where the most important information appears at the top and the less important at the bottom.

Your event press release layout should look something like this:

• Title: The name of the event and its venue in as few words as possible.

• First Paragraph: This answers The 5 Ws, providing the essential information about the event. 

• Second and Third Paragraphs: These paragraphs offer more details about the event and create a relevant angle (i.e., “Why is this newsworthy and why should a journalist cover it?”).

• Fourth Paragraph: This might contain a quote from an event organizer, a keynote speaker, or an award recipient.

• Fifth Paragraph (if necessary): Depending on the event, your press release may require a fifth paragraph for additional info that elaborates on the organizer and expected attendees.

• Boilerplate: A boilerplate provides a brief overview of the organizer or their PR company. It’s a paragraph that serves to answer the question, “Who are we?”

• Media Inquiries: This provides the name and email address of whoever will handle any press queries after the release goes public and leading up to the event.

Stick to Press Release Basics

Once you understand the layout, work on getting to know the basics of how to write a press release for an event. Hint – different types of press releases still follow the same basics. 

• Write it like a news article. Press releases should be concise, formal, and professional, avoiding subjective or promotional content.

• Avoid the first person. Event press releases should always be written in the third person; do not use pronouns “I” or “myself.” Quotes are the only exception.

• Keep it succinct. Press releases should be brief and no longer than a page of copy.

• Avoid hyperbole. Make sure the text is restrained and objective; avoid hyperbolic descriptors like “revolutionary,” “amazing,” or “game-changing.”

• Consider the target audience. Who is going to read this? Write the press release to the media you want to cover it or the public you want to attend.

Create an Engaging “Hook” for Your Event Press Release

Properly conveying all the key information is just one part of drafting a press release. The most critical component is actually the “hook.”

A good hook for a press release like this generates interest in the event for the reader. A good hook also puts the event in context and explains why it’s important or relevant.

To maximize the effectiveness of a hook, illustrate how the event stands out from hundreds of similar events. Furthermore, connect the event to a greater news cycle or clarify how the event can solve a problem that affects a large community. 

Take a look at the opening paragraph of this press release announcing a Billy Joel concert:

PITTSBURGH, PA (November 11, 2021) – Legendary musician and songwriter Billy Joel is returning to Pittsburgh for the first time in six years for a show at PNC Park, his second at the venue, on Thursday, August 11. He last performed at the home of the Pittsburgh Pirates on July 1, 2016.

See how this generates interest by emphasizing Billy Joel’s return to the venue after six years? 

Pro Tip: This clever tactic creates a narrative for the event, as opposed to a mere announcement of a concert date. Journalists can build off of a narrative like this in their coverage.

Want the full guide on how to write a press release? Not sure how to get started? We’ve got you covered! Read more here: How to Write the Perfect Press Release

Press Release Examples for an Event

When crafting an event press release, it’s helpful to see how others have successfully communicated their events to the media and the public. We’ve gathered a variety of event press release examples across different industries and formats. 

These examples highlight best practices in:

• Structuring Your Content
• Choosing Compelling Headlines
• Engaging Your Target Audience

Whether you’re planning a corporate conference, a product launch, or a charity fundraiser, these samples are valuable references to inspire and guide your own press release writing.

1. Award Event Press Release

In this example, the Oscars announce the presentation of honorary awards at the Academy’s 13th Annual Governors Awards in Los Angeles.

2. Annual Event Press Release

Take a look at this event press release example for an event from the Texas Organic Farmers & Gardeners Association. They are announcing the return of their annual conference in Corpus Christi.

3. Launch Event Press Release

In this example, the video game production company, Konami, celebrates the launch of a video game with three coordinated events across multiple countries.

Pro Tip: For a launch event, don’t forget to mention any exclusive offers, early-bird access, or limited-time discounts available at the event to encourage immediate action from your audience.

Launching a new product or service? Not making an event of it? Perhaps you want to write a product launch press release! Check out our article: A Guide to Writing a New Product Press Release

How to Distribute a Press Release for an Event?

Writing a compelling event press release is only half the battle — effective distribution is key to ensuring your news reaches the right audience. The best strategies for distributing your event press release include:

• Targeting Relevant Media Outlets
• Leveraging Online Distribution Services 
• Maximizing Social Media
• Email Outreach

By following these tips, you increase the visibility of your event and secure the media coverage needed to make it a success.

Send Your Event Press Release Via a Wire Service

Networks of media outlets and journalists subscribe to press release wire services. For a fee, you can get your press releases circulated through these services. This greatly increases exposure.

Syndication agreements between media outlets and these wire services guarantee that at least one media outlet will pick up your press release and report on it.

However, the news outlet that provides coverage may not necessarily reach the intended eyes and ears. For example, if a cable news station reports on an upcoming bartenders convention at 7 am, it’s unlikely the target audience will see it.

Send Your Event Press Release to Media Outlets and Journalists Via Email

The other option you have is to send press releases to outlets and journalists on your own.

This approach is much more personal and targeted, but it’s also time-consuming. It’s often hard to find journalists’ email addresses, let alone the effort it takes to keep track of individualized pitches. 

Pro Tip: While it does take time to build a rapport with journalists, once you do, their inbox becomes a reliable place to send any press release in the future.

Want the full guide on how to submit a press release? Read our article: How to Successfully Submit a Press Release

Key Takeaways

An effective event press release is crucial for generating interest and media coverage for your event. By including all pertinent details — such as the event’s purpose, location, date, and key highlights — you ensure that readers have the necessary information to take action. 

Answering The 5 Ws (Who, What, When, Where, Why) provides a clear and concise overview that leaves no questions unanswered. However, even the best-written press release needs effective distribution to reach its target audience. 

By carefully selecting media outlets, leveraging online platforms, and utilizing social media, you maximize the visibility and impact of your event, ensuring it’s a hit! 

Still not sure how to write an event press release? Let us help! Simply book a free consultation with us to get expert insight into how to start or improve your press release.