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

Intelligent Relations
By Intelligent Relations Team

You can use an event press release to advertise any notable, special event to the media.

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

You can also use a press release for an event to invite the media to attend and provide coverage, to drum up awareness for public invitations, or publicize a milestone for event sponsors.

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

That’s why this guide will walk you through every step of the process, covering:

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

Don’t have the time or resources to create a press release for your event?

We can help! Book a consultation with us today. We understand the time and effort it takes to prepare for a large event. Let us take care of the press side of things by helping with your event press release.

What is an event press release? How do you know if you need it?

There are many different types of event press releases. Which type you need depends on what kind of event you’re planning.

But let’s start with the basics:

What is an event press release?

An event press release is a media announcement about a newsworthy event that your brand or business is hosting. Important details to include are the date, time, location, and venue of the event. The theme or reason for the event. Plus, a list of any keynote speakers or notable guests.

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

  • 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.
  • Launch Event Press Release – A launch event press release advertises an event that’s held for an official launch for 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.

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 I include in a press release for an event?

A press release for an event promotes an occasion either to gain media interest and coverage of the event or to amass a larger in-person audience for attendance.

Since the press release targets the media and the public, it must answer the “5 W’s”:

  • 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?

These requisite 5 W’s should all be answered and appear in the first paragraphs of the 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 – This names the event and its venue in as few words as possible.
  • First paragraph – This satisfactorily answers all of the 5 Ws, providing the essential information about the event. 
  • Second and third paragraphs – These 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 – This contains additional information about the event; elaborating on the organizer or the 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? 

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

Below are a variety of event press release examples for events for you to review. No matter the type of event press release, they all follow the standard format and provide key information at the top.

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.

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.

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.

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 do I distribute my press release when I’m done?

Distributing your press release properly is as important as writing it, and there are two main avenues you can take to get that done.

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 via these services, greatly increasing exposure.

Syndication agreements between media outlets and these wire services, in which the former agrees to do business for the latter, will guarantee that at least one media outlet will pick up your press release and report on it.

However, the news outlet that provides you coverage may not necessarily reach your ideal audience—a cable news station may report about your upcoming tech conference, but perhaps your target audience is unlikely to tune in to a 5 pm broadcast.

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 also time-consuming. It can be difficult to get journalist emails, let alone the effort it takes to keep track of individualized pitches. 

But while it does take time to build a rapport with various journalists, once you do, their inbox becomes a reliable place to send any press release to in the future.

Want the full guide on how to submit a press release? We’ve written a dedicated article with all the best tips and tricks for 2024. Check it out: How to Successfully Submit a Press Release

Key Takeaways

Whether hosting an event to announce an occasion or celebrate one, your event press release should detail what’s happening, where and when it’s happening, who can attend, and why it matters.

If you know how to write a press release for an event properly, it can ensure your event will be 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.