Last Updated: June 27, 2021
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A press release is very important for creating awareness about an event in the media and with the general public. That’s why it’s crucial to learn how to write a press release for an event if you want to make sure people find out about it.
This article will cover everything related to writing an effective press release like the information to be included and the general format.
What Is a Press Release?
A press release is a form of written communication aimed to provide information to a target audience. It is generally written by a company and forwarded to the media to make them aware of the happenings in the company. It could be for a new upcoming event, a new product, or a new service. Press releases are meant to attract customers and more business to your organization.
Did you know: Many people think press releases do not have much importance now in the digital world. However, it is quite the opposite. They are even more important in order to provide information to the audience, stakeholders, and media about the company.
What Is a Press Release for an Event?
A press release offers information about a particular event. It includes the date of the event, the location, the purpose of the event, timings, guests, and even the theme of the event. Any member of the company can write a press release, but the task is often given to the PR department.
A press release for an event differs from other press releases as it provides critical elements of information about an event. The main aim is to generate interest in the happening event and to attract media as well as the target audience.
Did you know: Press releases are not limited to big corporate companies. As a matter of fact, they are more important for startups or small businesses. They help the company gain more attention.
How to Write a Press Release for an Event?
Here are a few things to keep in mind when writing a formal and well-informed press release.
Choosing the Time
For an event press release, it is advisable to publish the press release well before the event. We’ll discuss this in more detail below. The right time will help the press release to reach a bigger audience leading to a well-attended event. Find out at what time of day to send a press release for the biggest impact.
Choosing a Purpose
Is the purpose of the press release to attract more guests? Or is it to get the reader’s attention? The press release should convey your purpose very clearly.
Choosing an Audience
The audience at which the press release is aimed is also very important. The audience includes shareholders, consumers, media as well as competing companies.
Every press release follows a specific format, which is important to follow. Here’s a brief summary of the main parts of a press release:
The headline of the press release should be catchy to grab the reader’s attention. It should include the name of the event but not provide too much information. If it’s an online press release, it is important to use certain keywords to optimize the SEO. The keywords will include phrases that people are most likely to search for on the internet.
Dateline and Lead
The dateline includes all the major information about the event. It answers the 5 W’s – “who, what, when, where, and why”. It is the most important part.
The body is more elaborate than the dateline of the press release. It provides a detailed story of the event. The reason for hosting it, the number of guests attending, any significant guests, and the date of the event if it holds any significance. Here, the main purpose is to write an interesting story for the audience, telling them about the company and making the readers feel as if they’re a part of it too. The body of the press release can take up two to three paragraphs.
A boilerplate statement lists details about the company. It includes the name of the service provided, products offered, and/or the name of important company members. The purpose of the boilerplate is to make the reader aware of the position, reputation, and future goals of the company.
Writing a press release for an event is incomplete if you don’t provide contact information. It includes the company’s name, company’s phone number, and website address. It will also include the email or phone number of the person to contact for press release information. The address of the company can be included, but it is not mandatory.
What You Should Do
Here are a few do’s to be kept in mind when you write a press release for an event:
- It should be short and clear, especially the dateline part. It should not bore the readers with too much unnecessary information.
- It should answer the 5 W’s – “who, what, when, where, and when”.
- If the event is open for the audience to attend, it should mention the benefits of attending the event. It will increase the footfall.
- The language should be simple and to the point. Avoid using professional jargon but maintain a professional tone.
- For an online press release or an online event, you should also include keywords. This will help the press release reach the targeted audience.
- Use active voice when writing a press release for an upcoming event.
- Lastly, do a spell check before sending out the press release. Grammatical errors do not speak highly of the company.
What You Shouldn’t Do
Here are a few things to avoid when writing a press release:
- It should not look like a sales pitch. The main purpose is to inform people about the event, not to promote your company.
- Although it is important to include major information, do not explain everything about the event. Leave a little room for curiosity.
- A press release should be professional. Do not use inappropriate languages such as slang and idioms.
- Do not use passive voice. Using active voice is much better in a press release.
- Last but not least, avoid repetition. Do not write the same things over and over again, e.g. the purpose of the event.
Did you know: There are companies that specialize in the distribution of press releases. They ensure that it reaches the right audiences within the right time.
When to Send a Press Release for an Event?
Timing is very important when sending a press release. There are several press releases published every hour. The right timing can help you reach a wider audience and also make your press release stand out among the others.
It is advised not to send press releases on Monday or Friday. Journalists are swamped with hundreds of emails on Monday after the weekend. Chances are, your press release will go unopened. Friday is also not a great option as most journalists start wrapping up their work.
Press releases for events should be announced three weeks prior to the event. This will ensure that it reaches the target audience within the right time.
Based on research, many professionals advise sending a press release any day of the week from Tuesday to Thursday within the working hours, preferably between 10 a.m. to 2 p.m.
Did you know: You don’t need to be an expert writer or part of the PR department to write a press release. Anyone can do so by simply following the points discussed and keeping the tone of the press release professional.
Why You Should Learn to Write a Professional Press Release for an Event
Press releases are used to create awareness about an upcoming event or a new product. A press release should include certain important information like the venue, date & time, reason for the event, and other important points. A good press release can increase the popularity of the company as well as improve its reputation. It can also help attract customers, investors, and potential business partners.
Ideally, a press release should be sent 3 weeks before the event. Anything before 3 weeks can be too early and it may make the readers forget about the event entirely.
There are certain websites and software that allow you to automate press releases. You can write the press release and then set the time and date you want it to be released. The website or software will automatically send it out.
Knowing how to write a press release for an event has a lot to do with deciding what important information to include. For a fundraising event, it would be the time, location, and purpose of the fundraising. There are many templates available online.