Creating a press release for an event is one of the most effective ways to capture media attention, boost attendance, and establish credibility. A well-crafted event press release ensures that journalists, bloggers, and the public are aware of your event’s significance and details. Whether you’re planning a corporate launch, charity fundraiser, product unveiling, or cultural celebration, knowing how to make a press release for an event can be a game-changer in your marketing and publicity efforts.
In this comprehensive guide, we’ll break down the essentials of writing an event press release that stands out and gets published. We’ll cover the structure, tone, content elements, and best practices so your announcement receives the attention it deserves.
Table of Contents
What is a Press Release for an Event?
A press release for an event is a formal statement distributed to media outlets and public relations platforms that announces the who, what, where, when, and why of an upcoming event. It serves as a tool to inform journalists and invite them to cover the event or spread the word to their audience. When done right, it can lead to news coverage, backlinks, and increased visibility.
Why You Need a Press Release for Your Event
Knowing how to make a press release for an event can benefit your organization in several ways:
- Gain media exposure: Journalists and media outlets rely on press releases to find relevant events worth covering.
- Build credibility: A professional press release reflects seriousness and professionalism.
- Drive attendance: A well-distributed press release can increase footfall and online participation.
- Enhance SEO: Event press releases published on high-authority sites can boost search engine visibility.
Key Elements of an Event Press Release
A press release isn’t just a random announcement—it follows a strict format. Here are the essential components of a successful event press release:
1. Headline That Grabs Attention
The headline is your first (and sometimes only) chance to get a journalist’s attention. It should be concise, informative, and newsworthy. Avoid clickbait and make sure it summarizes the core of the event.
Example: TechCon 2025 to Host Over 100 Global Innovators in San Francisco
2. Subheadline (Optional but Helpful)
This line appears directly under your main headline. It offers a secondary punch that supports or elaborates on the headline.
Example: World’s leading tech experts and startups to convene for a three-day innovation summit
3. Dateline
This includes the city and date at the beginning of the body paragraph. It tells the reader where the news is originating from and when it’s being released.
Example: NEW YORK, April 11, 2025 –
4. Introduction Paragraph
Your opening paragraph should answer the “Five W’s”—Who, What, When, Where, and Why. Keep it informative and straight to the point.
Example:
IMCWire is pleased to announce the upcoming Global Business Leadership Summit, scheduled for May 15–17, 2025, at the Los Angeles Convention Center. The event will bring together over 2,000 business leaders, innovators, and policymakers to discuss trends shaping the future of global commerce.
5. Supporting Details
The second and third paragraphs should provide more context about the event. Include background information, key participants, quotes from organizers or speakers, and the purpose of the event.
Example:
The summit will feature keynote presentations from Fortune 500 executives, including Jane Morrison, CEO of TechUnity Inc. Topics will cover AI in business, global logistics, sustainable enterprise, and more. According to event organizer Michael Choi, “This is more than a conference—it’s a movement toward responsible leadership in an increasingly complex world.”
6. Call to Action (CTA)
Your press release should guide the reader on what to do next—RSVP, request media credentials, visit a website, or contact for interviews.
Example:
Journalists interested in attending or scheduling interviews with keynote speakers may contact [email protected] or visit www.gbsl2025.com/press.
7. Boilerplate
The boilerplate is a short “About” paragraph about your organization. It appears at the end of the release and should remain consistent across all releases.
Example:
About IMCWire: IMCWire is a trusted newswire and media distribution service, helping organizations across industries share impactful stories with global audiences.
8. Media Contact Information
Include the name, phone number, and email of the person managing media relations. This makes it easy for journalists to follow up.
Example:
Media Contact:
Sarah Patel
Director of Media Relations
Email: [email protected]
Phone: (123) 456-7890
Best Practices on How to Make a Press Release for an Event
Here are practical tips to ensure your press release is both professional and newsworthy.
Know Your Audience
Before drafting your release, identify who you want to reach. Are you aiming to attract local reporters, industry journalists, or niche bloggers? Tailor the tone and content accordingly.
Use an Inverted Pyramid Structure
Place the most important information at the top and less crucial details toward the bottom. This helps busy journalists scan quickly and still get the story.
Incorporate SEO-Friendly Keywords
Use relevant keywords like your event name, theme, location, and your focus keyword—how to make a press release for an event—strategically to increase discoverability online.
Keep It Concise and Objective
A good press release is around 400–600 words. Avoid exaggeration, sales language, or personal opinions. Stick to facts and verified information.
Add Quotes from Stakeholders
Quotes from organizers, speakers, or sponsors add authenticity and context. Use them to highlight the significance of the event or share excitement.
Include Multimedia (When Possible)
Adding images, logos, speaker headshots, or event flyers can increase engagement and visual appeal—especially if you’re sending your press release to online publications.
Proofread Thoroughly
Nothing hurts credibility like grammar errors or incorrect information. Double-check dates, names, links, and contact info before sending.
Distribution Tips for Maximum Reach
Writing the press release is only half the job. Next comes distribution. Here’s how to ensure your release reaches the right audience:
Submit to a Trusted Press Release Distribution Service
Choose a reliable platform like IMCWire to distribute your press release to newsrooms, industry-specific outlets, and online databases. A trusted partner amplifies reach and improves the chances of being picked up.
Build a Media List
Compile a list of relevant media contacts who cover events in your industry or location. Send them personalized emails along with your release.
Leverage Social Media
Share the press release on your social media platforms, tag relevant stakeholders, and encourage engagement to increase visibility.
Publish on Your Website
Create a newsroom or blog section on your company’s site where you can publish your press release. This helps with SEO and serves as a resource hub for the media.
Send Early but Not Too Early
The ideal time to send an event press release is 2 to 3 weeks before the event. This gives media outlets time to schedule coverage and include your event in calendars.
Common Mistakes to Avoid
Even a great event can suffer from a poor press release. Avoid these common pitfalls:
- Being too vague: Specifics matter. Include names, dates, locations, and purpose.
- Writing like an ad: Keep it journalistic, not promotional.
- Sending it too late: Media outlets need lead time.
- Ignoring formatting: Stick to a professional format for better readability.
- Skipping media contact info: Make it easy for reporters to follow up.
Sample Press Release Template
Here’s a quick template to help you get started:
FOR IMMEDIATE RELEASE
[Headline – Be Clear and Compelling]
[Subheadline – Optional but informative]
[City, Date] – [Introduction paragraph with the Five W’s of the event.]
[Second paragraph with detailed information, background, or quotes.]
[Third paragraph with logistics or additional insights.]
For more information or to RSVP, visit [Event Website] or contact [Contact Info].
About [Your Company/Organization]
[Boilerplate paragraph]
Media Contact:
[Name]
[Title]
[Phone Number]
[Email Address]
Final Thoughts
Mastering how to make a press release for an event is an essential skill for marketing professionals, event planners, and business leaders. It’s your ticket to securing media coverage, increasing attendance, and establishing credibility.
When you write and distribute your press release with care and precision—ideally through a trusted platform like IMCWire—you enhance your chances of making your event a success, both in the media and in real life.
Make every word count. After all, a well-written press release is more than a notice—it’s an invitation to witness something noteworthy.
