How To Write A Press Release For An Event: Your Guide



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press release instructions for large and small businesses and fundraising campaigns

Every seasoned event marketer, planner, or organizer knows that a well-crafted press release can be the golden ticket to extensive media coverage and buzz around your upcoming event. But how exactly do you write a press release for an event that commands attention?

Let's delve into the world of public relations and press release writing to equip you with the knowledge and tools you need to garner that coveted media spotlight.

What Is an Event Press Release?

A press release is a succinctly written announcement aimed at media outlets. It’s the bread and butter of public relations, offering a standardized format to share your news and important details to journalists and other news organizations. The goal? Garner media coverage for your product launch, grand opening, or flagship conference.

The Benefits of a Press Release for Your Event

You've put a lot of work into planning your upcoming event. From coordinating logistics to ensuring every stakeholder is in sync, the tasks can seem endless. So why should you add press release writing to your to-do list?

Well, the answer lies in three words: visibility, authority, and SEO.

Visibility: A well-crafted press release can capture the attention of journalists, bloggers, and influencers, thus boosting your event's reach and attracting your target audience.

Authority: Regular media coverage portrays you as an expert in your field, building trust and credibility.

SEO: With strategic keyword placement, backlinks to your website, and relevant hyperlinks within the text, press releases can give your search engine ranking a bump.

event planner deciding that the benefits of press releases outweigh the pricing of a press release subscription pack

Types of Press Releases

Here are the four prevalent kinds of event press releases:

  1. Announcements regarding future, invitation-only events where we extend invites to the press or merely state that these events are scheduled.
  2. Updates on exclusive events that have concluded.
  3. Promotions for impending public events, using media coverage to extend invitations to a wider audience.
  4. Post-event coverage for public events that have recently occurred.

The Format of an Effective Press Release

We've talked about the why; let's explore the how. Here’s the key information typically included in a good press release format:

Press Release Headline: Your headline is your first impression. Make it a good one! Keep it concise, exciting, and informative.

Dateline: This consists of the city and date of the press release.

For Immediate Release: You may want to make your press release available for "For immediate release", a standard phrase used in public relations that indicates the content of the press release can be made public as soon as it is received. It's a directive to journalists, bloggers, and other media outlets that they can publish, broadcast, or distribute the information contained within the press release immediately, without needing to wait for a specific date or time. This phrase is usually located at the top of the press release, underneath the headline and before the main body of text.

Introduction: The first paragraph should summarize the most important information—what, when, where, why, and who—of your event.

Body Of The Press Release: The body of your press release is where you provide additional information, quotes from key personnel or attendees, and relevant hyperlinks.

Boilerplate: A brief "about us" section, mentioning your company name and what you do.

Contact Information: Include your phone number and email so journalists can reach out for more details or follow-up questions.

Call to Action: Encourage readers to act - book a demo, buy tickets, or whatever fits your event's goal.

Visual Assets: Incorporate relevant images, infographics, or videos to make your press release more engaging.

Mastering Media Outreach and the Art of Email Pitching

With your press release ready to captivate, it's time to turn our attention to the all-important task of media outreach. Orchestrating a successful media outreach involves two key aspects - building a target media list and crafting a compelling email pitch.

Building a Target Media List

Your target media list should consist of journalists, bloggers, and influencers who cater to your niche. Consider what media outlets would be interested in your event and start to collate a database. Include their contact details, areas of interest, and any previous interactions you might have had.

A well-maintained media list not only assists you in your current outreach but forms a cornerstone for future communication efforts, keeping you well-prepared for any upcoming event or new product launch.

Crafting the Email Pitch

Your email pitch is more than just an email; it's your first impression, your chance to spark interest and make your event stand out amidst countless others.

  • Subject Line: Your subject line should grab attention. Make it a clear representation of why your event is newsworthy.
  • Salutation: A personal touch goes a long way. Addressing the journalist by their name shows respect for their work and conveys that you've taken the time to understand their interests and style.
  • Introduction: Your introduction is your hook. Be concise and compelling, stating your purpose and why your event deserves their attention.
  • The Pitch: Share the essential details about your event. Journalists are on a constant hunt for unique angles and compelling narratives. What's the unique angle to your event that makes it stand out?
  • Press Release: You can either attach your press release to the email or paste it below your sign-off. The key is to ensure that when you send a press release, it's easily accessible and clearly noticeable.
  • Sign-Off: Conclude with a warm, professional sign-off. Include your name, title, company name, and contact information so they can reach out if they're interested.

Always remember, your email pitch is not solely about providing information but also about building a relationship with the journalist. Be professional, respectful, and appreciative of their time.

PR Executive smiling after having crafted a successful press release for a new product

Distribution and Promotion

Once your press release is meticulously crafted and your media outreach strategy is firmly in place, it's time to put that strategy into action. To optimize the reach of your press release, consider engaging a press release distribution service or newswire service. These services have the resources and capabilities to disseminate your press release to an extensive network of journalists, bloggers, and news outlets, which significantly broadens the likelihood of your announcement being picked up and featured.

An additional strategy that can greatly enhance your press release's reach and visibility is involving a PR agency. PR agencies not only have established relationships with various media outlets, but they also have in-depth understanding of how to tailor press release pitches to the needs and interests of different journalists and publications. They can offer strategic guidance on the best times to send out releases to their media contacts, craft follow-up communication, and maximize the potential for your press release to be noticed and covered in a news article.

Beyond these professional services, never underestimate the power of your own social media platforms in promoting your press release. Sharing the press release through your company's official social channels amplifies its visibility and allows you to communicate directly with your audience. It's also a good idea to encourage your followers to share your posts. Not only does this multiply the potential reach of your press release, but it also engages your community in a way that can create buzz and anticipation around your event.

Lastly, integrating content marketing into your promotion plan can further extend your press release's reach. This could involve creating related blog posts, infographics, or FAQs, which can provide more information about the event and help to generate additional interest.

Through a combination of these methods, you can ensure your press release gains the attention it deserves, ultimately enhancing the reach and impact of your event.

Monitoring and Analysis

After the press release has been published, don't stop there. Monitor its impact through metrics like website traffic, social media engagement, or media pickups. This can provide valuable insights into what works and what can be improved for your future press releases.

QR codes, press releases and other event management tools in a collage

Using ChatGPT for Press Release Writing

Even with all these tips, press release writing can seem daunting. Fret not! Instead of providing you with a good old-fashioned event press release template of a list of event press release examples (there are plenty of free press release templates online already), we thought you’d appreciate a handy, customizable ChatGPT prompt with step-by-step instructions.

To generate your custom press release draft, here’s a sample prompt that you can modify to fit your event:


Draft a press release for [name of company organizing event]’s upcoming event. Follow these instructions when drafting the press release:
Perspective: The press release should be written from the perspective of [name of company organizing event], aiming to announce the details of the event to journalists and the public.
Tone and Style: The tone should be formal and authoritative. It should sound informative and exciting to generate interest in the readers. Use clear and concise language with an active voice.
Length: Aim for a length between [minimum word count - maximum word count] words.
Please include the following elements into your press release:

a. Headline: Write a compelling headline that communicates the main announcement.

b. City and Release Date: Specify the city and state where the event will take place and the release date of this announcement.

c. Summary: Briefly describe the event announcement.  Include interesting and relevant information for your target audience.

d. Quote: Include a quote from a representative from our organization related to the event.

e. Details: Provide more information about the event. This should answer the 5 W's - who, what, when, where, and why.

f. Additional Quote/Details: If possible, add another quote or more details about the event.

g. Call to Action: Include a call to action with a URL where readers can find more information about the event or our offerings.

h. Boilerplate: Write a brief section describing our company/organization.
For context, here are some key details about the event:
Name Of The Event: [name of event]
Event Date:  [event date]
Event Location: [building, city, State]
Purpose of the Event: [describe who will gather at the event and for what purpose]
Target Audience: [audience for the press release]
Core Communication Points Of Press Release:

1. [communication point 1]
2. [communication point 2]
3. [communication point 3)
Quote 1: [“quote 1 text”]
Company Representative for Quote 1:
[name, title]
Quote 2: [“quote 2 text”]
Company Representative for Quote 2: [name, title]
Event Website URL:[event url]
Event Hashtag: [#...]
Boilerplate: [company description]
Desired minimum word count: [insert wordcount]
Desired maximum word count: [insert wordcount]
SEO professional optimizing a press release text for onsite SEO

Optimize Your Press Release for SEO

Finally, let's talk about SEO. Strategic keyword placement in your press release can boost its visibility on search engines. Think about the terms your target audience might use to find information about your event. Use these keywords in your headline, body text, and metadata.

However, remember that the primary audience of your press release is human readers, not search engine algorithms. The keywords should blend seamlessly into your content, adding value rather than disrupting the flow.


Mastering how to write a press release can significantly enhance the success of your event, turning it into a resounding hit. Combining this skill with a well-considered, targeted media outreach strategy can exponentially increase the visibility of your event.

Now, with a stronger grasp of these principles, you should feel confident in tackling your event press release independently. Remember, a well-executed press release and strategic media outreach can create a powerful synergy for the success of your event. Happy pitching!

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