A press release is used to inform the media about important information, such as a new product release or a live event such as a sporting event. Writing a press release and issuing it through a distribution service can be one of the best ways to ensure high attendance, for lots of buzz that will lead to a successful event.
An attention-grabbing headline
Your headline is the first thing busy journalists will see when searching the distribution interface, so pique their curiosity.
A subheadline copy
This is a preview of what the press release will contain. It supports the headline and also serves as a summary of the press release. It is visible in the interface after the headline, and can therefore also help you grab journalists’ attention.
Use keywords in the headline and subhead in order to make your press release more searchable for journalists who cover sports and local events. The type of event, such as a golf tournament or half-marathon, should also be used as a keyword.
The date and location of the press release
The date and location of the press release are important because the location serves as a keyword. The date and location provide a context for where the event is going to take place, and when. Try to issue your press release several weeks before the event to give journalists time to report on your press release and give people time to plan to attend.
The opening paragraph
For a sporting event, therefore, your information might look like this:
- What-A tennis tournament for 12 to 18-year-olds
- When-July 4, 2018, 9 am to 6 pm, weather permitting
- Where-Poly Prep School, 95 Seventh Avenue, Brooklyn, NY, 11209
- Why-Competition to determine the top 10 young tennis players in the borough
- Who-Organized by the Rotary Club, with sponsorship from Modell’s sporting goods
Information and quotations about the event
In this paragraph, offer more information about the organizers and sponsors. Try to include quotes from them. You could also offer quotes from the venue hosting the event and the borough president. You could mention past winners, top participants, and prizes.