How to Write a Press Release for Your Event

8 A great press release can be one of the most powerful tools in your event marketing strategy. Even in a world dominated by social media and digital advertising, press releases remain essential for generating credible publicity, capturing media attention, and amplifying your event’s reach far beyond your existing audience. But writing an effective event press […] The post How to Write a Press Release for Your Event appeared first on Eventtia.

  Events & Socials   Dec 2, 2025   0   6  Add to Reading List
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A great press release can be one of the most powerful tools in your event marketing strategy. Even in a world dominated by social media and digital advertising, press releases remain essential for generating credible publicity, capturing media attention, and amplifying your event’s reach far beyond your existing audience.

But writing an effective event press release isn’t always intuitive. Journalists are flooded with hundreds of pitches every day, and planners and marketers often struggle to balance storytelling with professionalism or creativity with clarity.

In this guide, we’ll walk through the essential elements every event release should include, how to structure it, common mistakes to avoid, and proven best practices to help your announcement stand out. You’ll also see how Eventtia’s tools can support your communication and promotion strategy from start to finish.

What is a press release, and what is it for?

A press release is an official, concise announcement shared with journalists, media outlets, and the public to highlight something newsworthy. For event planners and marketers, it’s one of the most reliable ways to generate attention, establish credibility, and ensure people hear about your event from trusted sources, not just paid channels.

Key purposes of a press release

  • Generate media coverage: Press releases help your event get noticed by journalists, bloggers, podcasters, and industry publications. By presenting your news in a clear, structured format, you make it easy for the media to pick up your story.
  • Build credibility and trust: Unlike ads or promotional emails, press releases come across as objective and informative. When your event appears in reputable outlets, it signals legitimacy and importance to potential attendees, sponsors, and partners.
  • Control the narrative: A press release ensures that accurate, up-to-date information reaches the public. You decide how the event is described, which details are emphasized, and what messaging frames your announcement.
  • Boost brand visibility: Whether your announcement is published on a major news site or shared within niche industry circles, each feature amplifies your brand presence and increases your event’s exposure.
  • Provide shareable content: Press releases supply media-ready language that organizers, sponsors, and speakers can easily share across newsletters, social media, and event pages, helping your message spread even further.

When to use a press release for events

Press releases are valuable for a wide range of event-related announcements. You should consider creating one when you want to communicate something timely, significant, or newsworthy, such as:

  • Launching an upcoming event: Announce a conference, festival, trade show, workshop, or any major gathering, especially if it’s new or returning after a hiatus.
  • Revealing headline speakers or special guests: Well-known speakers, celebrities, or industry leaders make your event more newsworthy and can generate media interest.
  • Highlighting partnerships or sponsorships: If your event has secured a notable sponsor, nonprofit collaborator, or corporate partner, that’s often worthy of a release.
  • Sharing major updates: Venue changes, expanded programming, new formats, milestone anniversaries, or featured activations are all compelling angles.
  • Promoting registration milestones or limited-time announcements: Early-bird openings, sold-out sessions, or exclusive opportunities can drive urgency and attention.
  • Distributing post-event results: After the event, a press release can recap attendance numbers, key outcomes, impactful moments, or upcoming plans for the next edition.

Using press releases strategically throughout your event timeline keeps your audience informed, attracts more media attention, and maximizes your promotional reach.

Essential elements of a good press release

A great press release is clear, concise, and immediately engaging, but achieving that is more challenging than it sounds. Anecdotal evidence suggests that up to 90% of press releases are deleted without ever being opened, often because they lack a strong headline, feel overly promotional, or bury the most important details. Here’s how to make your press release stand out in a crowded inbox.

Clear, compelling headline

Your headline is your first (and sometimes only) chance to capture attention. It should be straightforward, newsworthy, and easy to understand at a glance. Avoid hype or vague language and focus instead on clarity and relevance. A strong headline tells the reader exactly what’s happening and why it matters.

Informative subheadline

A subheadline gives you the opportunity to add helpful context or highlight a secondary angle. While the headline draws readers in, the subheadline expands the story by adding a key detail, such as a notable speaker, a milestone year, or an exciting partnership.

The dateline

The dateline includes the city where the news is originating and the date the release is issued. This helps journalists understand the timeliness and geographic relevance of your announcement. Although it’s a small detail, skipping or misformatting the dateline can make your release look less professional.

The opening paragraph (The “5 Ws”)

The first paragraph is the heart of your press release. This is where you immediately answer the 5 Ws:

  • Who is organizing the event?
  • What is happening?
  • When is it taking place?
  • Where is it located?
  • Why is it important?

Journalists rely on this structure because it delivers the essential information upfront, allowing them to quickly assess whether the story is relevant to their audience.

Body content with supporting details

After you cover the basics, the body of the press release should dive deeper. This section might include:

  • Program highlights
  • Speaker bios
  • Unique selling points
  • Expected attendance
  • Sponsorships or partnerships
  • Event themes or goals

Keep it concise, organized, and factual. The goal is to give journalists enough detail to write a complete story without overwhelming them.

Quotes that add credibility

Quotes humanize your release and provide reporters with ready-to-use soundbites. Include statements from organizers, keynote speakers, sponsors, or partnering organizations. Use authentic, insightful quotes to offer context, emotion, or authority.

Relevant media assets

Journalists appreciate press releases that include shareable assets such as:

  • Event logos
  • Speaker headshots
  • Photos from past editions
  • Promo videos
  • Links to your event website or media kit

These visuals make it easier for publications to cover your story and increase the likelihood that your announcement will be featured.

Boilerplate

A boilerplate is a short paragraph at the end of the release that describes your organization. It typically includes your mission, core offerings, history, and any key facts or stats. This section remains fairly consistent across all your press releases and serves as an official introduction for anyone unfamiliar with your brand.

Contact information

If you’re sending your press release rather than just posting it on your website or other channels, include the name, email address, phone number, and role of the person responsible for handling press inquiries. Clear contact information ensures journalists can quickly reach out for interviews, images, or additional details.

How to structure your press release

Press releases follow a clear, standardized format that helps reporters quickly understand the story, identify angles worth covering, and extract the details they need. Here’s how to build yours, step by step.

1. Start with a powerful headline

Your headline is the hook. It should immediately communicate the essence of your announcement in a way that’s direct, specific, and engaging. A strong headline usually includes the event name or purpose and signals why the news matters, whether it’s the launch of a major conference, a high-profile speaker announcement, or a milestone celebration.

2. Craft a concise lead paragraph

The opening paragraph should summarize the most important information in just a few sentences. This is where you answer the essential questions (who, what, when, where, and why) so readers can quickly grasp the core of your story. Journalists scan the lead first to determine if the release is worth their time, so keep it factual, punchy, and free of fluff.

3. Build out the narrative in the body

Once you’ve delivered the basics, use the body of the release to add depth and context. This section can include:

  • Key features or highlights of the event
  • Speaker or performer information
  • The event’s theme or mission
  • New additions or improvements compared to previous years
  • Anticipated attendance or community impact

Organize the information logically; short paragraphs, bullet points, or mini-sections make it easier to skim and reference.

4. Insert quotes strategically

Quotes should reinforce your message, not repeat it. Use them to provide insight, emotion, or expert perspective. A quote from the event organizer might explain the purpose behind the event; a quote from a keynote speaker might highlight the importance of the program or the excitement surrounding it.

5. Add details that make your event newsworthy

To help your event stand out, spotlight the elements that genuinely set it apart. This may include:

  • A celebrity appearance
  • A groundbreaking announcement
  • Innovative programming
  • A charitable or community impact component
  • Unique partnerships or sponsors

6. Close with boilerplate, media contact, and links

At the end of your press release, include your boilerplate, media contact information, and links to:

A clear call to action, such as “Request a press pass,” “Register now,” or “Download the full agenda”, guides journalists and potential attendees to the next step and helps drive measurable engagement.

Press release best practices for event planners and marketers

Here’s how to elevate your press releases and give them the best chance of being opened, read, and covered.

Write with your audience (and the media) in mind

Rather than being written as promotional copy, your press release should be useful, relevant, and easy for journalists to work with. That means:

  • Understanding what types of stories different publications cover
  • Tailoring your messaging to align with media interests
  • Avoiding jargon or overly branded language
  • Highlighting what makes your event timely or important

Your audience also includes potential attendees who may read the release online. Speak to their motivations, whether that’s learning, networking, entertainment, or impact, to maximize relevance.

Keep it short and skimmable

Journalists don’t have time to hunt for key details, so your press release should be:

  • No longer than one page whenever possible
  • Broken into short paragraphs
  • Enhanced with bullet points for complex information
  • Structured with clear subheadings

This makes your release easier to scan and helps busy readers quickly identify the story’s main angles.

Use data or emotional hooks when possible

Facts and emotional resonance make your announcement more compelling. Consider including:

  • Attendance numbers from past events
  • Testimonials or notable impact stories
  • Statistics about your industry or audience
  • Quotes that convey enthusiasm or mission-driven purpose

These elements give journalists stronger material to work with and help differentiate your event from others.

Optimize for online search

Press releases often live on your website, event page, or distribution platforms, so SEO matters. To make your content more discoverable:

  • Use relevant keywords naturally (event name, location, speakers, industry terms)
  • Include links to your event site, agenda, or registration page
  • Write a clear meta description if the release will be posted online
  • Add alt text to any images

This helps your press release perform better in search engines and ensures potential attendees can find it easily.

Distribute your press release strategically

Recent data from PR Daily indicates that, for 75% of journalists, only a quarter of the pitches they receive are relevant. This highlights how important it is to distribute your press release to relevant parties. Also, don’t rely on a single channel. To maximize visibility, distribute your press release through:

  • Local newspapers and regional media outlets
  • Industry-specific magazines and websites
  • Influencers, bloggers, and niche digital communities
  • Event directories or calendars
  • Social media platforms
  • Partners, sponsors, and speakers who can amplify your reach
  • Eventtia’s event promotion features and communication tools

A well-planned distribution strategy increases your chances of meaningful coverage and broader event awareness.

Track engagement and follow up

Press release success doesn’t end once you hit “send.” Monitoring performance helps you understand what resonates and what needs refining. Track:

  • Media pickups and mentions
  • Website traffic spikes
  • Social engagement
  • Registration referrals tied to your release

What to avoid when writing a press release for your event

Knowing what not to do is just as important as following best practices. To ensure your announcement stands out in a positive way, steer clear of these common mistakes.

Overhyping or overselling

Press releases are meant to inform, not exaggerate. Claims like “the most groundbreaking event ever” or “unlike anything the world has seen” can come across as desperate or non-credible. Journalists value objectivity and transparency, and exaggerated language is a quick way to lose trust. Stick to facts, highlight genuine differentiators, and let the story speak for itself.

Being vague or too promotional

A press release should feel newsworthy, not like a marketing brochure. If you rely on buzzwords, vague statements, or generic descriptors, journalists won’t know what the real story is. Instead of saying your event is “innovative” or “exciting,” explain why. Provide concrete details: speakers, themes, milestones, partnerships, or expected impact.

Sending it too early or too late

Timing matters. Sending a press release too early means your announcement may get forgotten before the event date approaches. Sending it too late may leave journalists without enough time to cover your story or schedule interviews. In most cases, three to six weeks before the event is ideal, though major conferences, festivals, or events with high-profile speakers may benefit from a longer lead time.

Ignoring AP style formatting

Most journalists work in AP (Associated Press) style, and press releases that ignore these conventions can appear unpolished or unprofessional. While your release doesn’t need perfect adherence to every rule, following basics like proper date formatting, consistent capitalization, clear attribution, and avoiding overly promotional language can improve credibility and readability.

Burying key details

Don’t make journalists hunt for the who, what, when, where, and why. If the essential information is hidden halfway down the page, your release may be skipped entirely. Always place the most important details upfront, and use clear formatting to make them easy to find. Think like a reporter: what would you need to know immediately to understand and cover this story?

Forgetting accessibility

A press release that’s difficult to read, inaccessible to screen readers, or missing image descriptions can limit your reach and exclude part of your audience. To improve accessibility:

  • Use clear, simple language
  • Avoid overly long paragraphs
  • Add alt text to images
  • Ensure PDFs or attachments are properly formatted for assistive technology
  • Use high-contrast visuals if sharing graphics or logos

Being accessible increases your professionalism and helps ensure every reader can engage with your announcement.

Key Takeaways: Elevate your event promotion with the right tools

Writing a strong press release is one of the most effective ways to generate buzz, attract media attention, and position your event as newsworthy.

But a press release is just one part of a successful event marketing strategy. With Eventtia, you can streamline everything from communication workflows to promotion, registration, attendee engagement, and post-event analytics. Our platform gives you the tools to create polished event pages, send targeted announcements, and manage your entire event from one intuitive dashboard.

If you’re ready to take your event outreach to the next level, schedule a demo to discover how Eventtia can support your promotional strategy and help your events stand out.

The post How to Write a Press Release for Your Event appeared first on Eventtia.
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