Mastering Event PR: How to Craft an Event Press Release

You have a great event and the story to spin it. You also have a dream list of media whose attention you’d love to grab. Now it’s time to connect the dots.

The most tried and tested way to get the attention of the media is a press release. Journalists and publications get countless press releases, so you have to make yours stand out.

Every press release has a few important things in common:

  • It’s limited to one single page
  • It’s typically written in third-person (“they, he, she” versus “me, you, ours”)
  • It includes a headline, subhead, body copy, and a paragraph about the brand or company sponsoring the event
  • There’s clear contact information for the press

Beyond the basics, follow these eight event press release best practices to stand out.

1. Don’t bury the lead

It’s time to turn your event’s story into a short pitch — an “elevator pitch.” In the business world, an elevator pitch is just what it sounds like: You’re in an elevator with a prospective client, and you need to sell your idea in 30 seconds or less. Think quick!

Likewise, you should be able to sum up your event’s brand story in a handful of words, for example:

“Tough Mudder is a series of hardcore 10-12 mile obstacle race — mud run events designed by British Special Forces to challenge the toughest of the tough.”

A compelling elevator pitch is the sound bite you can use to launch your press release. Put this important information toward the top of your press release so a journalist can find it quickly. Be sure to include the who, what, where, and when of your event. Then, use the rest of the press release to share details, compelling tidbits, and quotes from the event directors, past event-goers, or other press sources.

2. Know your audience

When you’re writing a press release, make the approach broad enough that you can send it to multiple media sources. But you might want to consider creating several versions, to accommodate publications and journalists with different core interests.

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