One thing that all small business owners should know is that press releases are an important part of a sustained PR strategy. The more you write press releases, the better they’ll serve your business.
One of the best times to use a press release is when you want to publicize an event. That being said, writing a press release isn’t like writing a paper, blog post, or article.
To make things easier, we’re going to talk about how to write a press release for an event. We’ll cover the key details you should include, how to select the right media for your press release and more.
Read on to find out everything you need to know about how to write a good press release and bring some attention to your event!
Types of Event Press Releases Worth Considering
When should you use a press release to announce an event? There are four different circumstances that are worth considering:
- You’re hosting an upcoming closed event and you want to invite journalists for additional coverage or you want to announce that the event is going to occur.
- You’re hosting an upcoming open event and you want to announce it via a wide variety of media sources so that their audiences will consider attending.
- You’ve already hosted a closed event.
- You’ve already hosted an open event.
Whether you want to announce an upcoming event or a prior event will depend on the results you are hoping to achieve. Sending out a press release for an event that already happened allows you to announce, for example, who attended or how much money was raised for your cause.
What to Include In Your Event Press Release
Press releases are not meant to be drawn-out or narrative. You want to keep your press release short and simple, including only the most pertinent information.
An easy way to determine whether or not you’ve included everything you need to in your press release is to look for the five W’s. That is, the who, what, when, where, and why of your event:
- Who: Your company or organization; any key figures that are pivotal to the event
- What: The type of event you are hosting, ie a fundraiser or product rollout
- When: The exact date and time of the event
- Where: The exact address of the event venue
- Why: A brief statement about the purpose of your event, unless that information was adequately covered already
How to Write a Press Release For an Event: Formatting
Formatting is key when you’re putting together your press release. One thing you should always keep in mind is that journalists may not read or use the entire thing. You’re going to want to get to the most pertinent information right away–and make sure that it’s print-ready, as some journalists may print exactly what you’ve written.
First, start with your title. The title should concisely alert journalists as to what your press release is going to cover.
Follow the title with your lead, which functions as a summary of your press release.
Next, you are going to construct your body. This is where you can get into the five W’s and any other details that can help explain your event and the significance of it. Make sure that the body of your press release begins with the most important details and ends with the details that can be left out if necessary.
Finally, include the date of publishing to ensure that the press release is timely. This should be followed by a boilerplate (a short description of your company or organization that will help the journalist in constructing their coverage). Finally, include your contact information.
Deciding Who to Send Your Event Press Release To
Once you’ve put together your event press release, should you send it to every journalist in your community? Definitely not!
Remember, a press release is essentially a pitch to journalists and other media influencers. They’re not obligated to run with it, and if it has nothing to do with the content they typically produce, they probably won’t.
You can find media databases that will help you narrow down your search for the right outlets to send your press release to. What you’re looking for are publications, journalists, and media influencers who:
- Cover content similar to what your press release covers (ie similar events)
- Publish content in or for the community you are hoping to reach
- Consider events like yours important and will take care in reporting about it
Another tip when sending out your press release: are you inviting the journalists who are receiving your press release? If so, send them an actual invitation in addition to your press release. It’s more polite and professional and it makes your intentions crystal-clear.
Not Sure Where to Start? Partner With the Professionals
If you’re new to the world of writing press releases, you may find the process a bit overwhelming. Fortunately, there are tons of press release pros out there who can help you write the best press release for your event. Click here to get started with the best in the business.
Announce Your Events With a Great Press Release
Learning how to write a press release for an event can be overwhelming. Writing press releases becomes easier over time, but the best way to get the best results on your first try is by working with the professionals.
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