Mastering Event PR: How to Craft an Event Press Release

For instance, if you’re approaching a sports publication about your upcoming marathon, the focus might be on the competitive nature of the event. But when sending your event’s press release to a publication focused on humanities, bring the charity[1] component up a bit higher.

3. Don’t leave the good stuff out

Are there going to be cute kittens at your event? People want to know! Balance pragmatic information with colorful details that make your event sound special. People seek out events that are unique. If your event is different, it’s more likely to be newsworthy.[2]

Even while you are being comprehensive and colorful, always be concise. Don’t compulsively tell the whole story here. Leave the reader hungry for details so they reach out for more.

4. Include visuals

Since you’ll be emailing your event’s press release, you can easily include photographs and links. So embed a picture to add that proverbial thousand extra words to your story, and if you have more great photos and videos online, include links.

5. Always include a call to action

How can the journalist’s readers sign up for this event? Don’t make them work for it; make this information very easy to find at the bottom of your press release.

6. Always include a boilerplate

A boilerplate is a short paragraph at the end of every press release that summarizes the core principles of your company. While this may seem like a throwaway paragraph, spending time on it will be worth your while. Check out this post[3] for more info on how to craft the perfect boilerplate.

7. Don’t forget about the subject line

When you’re emailing a press release, the subject line can make or break a journalist’s decision to open the message. This is probably the most important line you will write. Make sure to write one that’s impossible to resist[5]. [4]

8. Prepare your release to be read on a phone

Nearly three-quarters of journalists read emails on their mobile device first, so make sure your email is mobile friendly. That means short and easy to read on a tiny screen. Cute fancy fonts won’t fly in this context.

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