Do you have an upcoming event?
Many professionals throughout the world use events to promote their company and further their relationship with the community. They serve as a powerful time to interact with existing and potential clients and investors and share how you plan to take your business to the next level.
Yet, people won’t come to the event if they don’t know about it. That’s where writing a press release comes in.
Unless you’re a seasoned news media professional, though, you might wonder how to write a press release for an event. Fortunately, there are a few tried and true steps for you to take to ensure you get the word out.
Keep reading to learn more!
What Is a Press Release for an Event?
If you follow a few corporations, you might be familiar with press releases that update you on new information about the company.
These pieces usually inform the press and key members of the general public of any new developments within an organization. Normally, press releases are meant to spur the reader to some form of action, whether that be requesting an interview with someone at a company, reporting the news in a separate publication, or contributing to a cause.
In these cases, press releases drive the community’s engagement with the company, boost public awareness, and even serve as an effective marketing tool.
But many still wonder how to write a press release for an event. Does it differ in any way from writing a press release for any other aspect of the company?
Yes and no. The purpose of an event press release is usually to increase public awareness of the event and entice people to either attend or report on it.
How to Write a Press Release for an Event
Let’s go into the ingredients for a successful event press release.
Before you do anything, though, you need to make sure you know to whom to send the press release. Research members of your local news corporations and see if they have a designated e-mail address for receiving news. This might be listed as their news desk e-mail address. If they don’t have a listed address for their news desk, obtain an e-mail address for one of their top editors.
If you need a guide to press release distribution, click on the link in this sentence.
Writing in a News Style
When writing a press release, remember that your target audience for this communication differs from your target audience in your other e-mails. You’re writing for members of the press and anyone else with a keen interest in your company.
As such, you should use the same style that news reporters use when they write. But what is news style?
Reporters always use the same structure for their articles. They place the most important information at the very top, summarizing the 5 W’s and 1 H (who, what, why, where, when, and how). They call this the lead. This opening usually consists of a handful of sentences all organized into 1 paragraph
In the subsequent part of the press release, referred to as the body, they rephrase the information stated in the lead, adding more details. The more important details always go further up the article, while the less important ones remain at the end. The body can be several paragraphs long.
At the end, they include a call to action. For you, this might consist of an offer to attend the event or interview one of the key speakers.
Writing the Lead of an Event Press Release
How should you open a press release when you’re writing for an event?
As mentioned above, ask yourself what you consider the most important information. This area should address the 5 W’s and 1 H. Tell your reader who is holding the event (your company), what it will entail, where and when it’s being held, why you’re holding it, how it will be held.
For instance, a non-profit holding a fundraiser to benefit hungry children might write this as their lead:
Feeding America’s Children is hosting a fundraiser dinner to make sure no children go hungry this Christmas season. The dinner will take place at 6:00 p.m. on November 11th at the San Diego County Country Club and feature experts on child hunger as keynote speakers.
Composing the Body
The body of an event press release simply restates all of the information in the lead, adding in more details.
This may include specifics about your keynote speakers, including their names and credentials, information on any panels or side events taking place, topics to be discussed, and anything else you deem pertinent.
Although the exact information written about in the body will vary from company to company, the form should not. Always situate your most important details at the top and work your way down to the least important ones.
Concluding Your Press Release
Your press release should conclude with directives for what you wish your reader to do.
This could include information on how to RSVP for the event (if relevant) or offer your keynote speakers for interview.
You should also invite members of the press to send reporters and photographers to your event. That way, even those who can’t attend the event can read about it in the paper, increasing awareness about your company!
Just make sure you add details on how news sources should contact you to reserve their spots.
Want More Business Advice?
Now that you know how to write a press release for an event, you’re ready to announce your occasion to the rest of the world.
Advertising your event in a press release can be an effective way to let the media and the broader community know what’s happening. By writing the lead, the body, and the conclusion according to the proper news structure and including pertinent information, you might be able to get the news out and catch people’s interest!
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