How to Write Event Press Releases: Free Examples & Templates
Is your organisation planning a big event? As a PR professional, it’s your job to tell the world. But there’s a lot of noise out there, and getting the media’s attention isn’t easy. How do you make your event stand out? An event press release is a critical part of your public relations promotional strategy. Let’s explore the top event press release examples so you can learn how to grab your audience’s attention, increase visibility and drive coverage.
How to Write a Press Release for an Event
An event press release template is usually the same as any other type of release. You’ll need a strong headline and dateline, followed by a lead paragraph summing up the five Ws (who, what, when, where and why). Provide supporting details, quotes and data in the body content. End with a strong, clear call to action, press release boilerplate and contact information. The template is straightforward, but there are a few special considerations for event press releases.
Identify Your Angle
Find an angle that makes your audience care about your event. Think about what makes your event special or newsworthy to your target audience. Is it a first-of-its-kind gathering? Are you bringing together industry leaders? Is there a charitable component? This information is usually a good place to start when crafting a compelling headline for your press release.
For example, instead of just announcing a tech conference, highlight a groundbreaking product reveal planned for the event. Or focus on a high-profile speaker who is well known with a large following in your industry. Find the hook that will make journalists (and your audience) sit up and take notice.
Find the Right Journalists
Sending your event press release to the right people is just as important as writing it well. A business conference might interest financial reporters, while a music festival appeals to entertainment writers. If you’re planning a sustainability summit, reach out to environmental reporters and green tech bloggers. For a fashion show, target style magazines and influencers in the fashion space.
You probably know you should target your press release, but how do you find the right journalists to maximize your potential visibility? Research journalists and media outlets who cover events similar to yours, look at past coverage in your industry and build a targeted list of contacts who are likely to be interested in your event. PR Newswire’s industry-leading distribution network can help you find the right audience to target, plus place and promote your press release.
Avoid Fluff and Slang
It’s tempting to hype up your event with flashy language. But phrases like “a game-changing, once-in-a-lifetime event that will revolutionise the industry” are just fluff without additional context or supporting data. Instead, the best event press release examples use concrete details and statistics to show why the event matters. Let the strength of your event speak for itself.
Don’t Forget the Details
Journalists are busy. Make their job easier by providing all the key information upfront. Include the basics like date, time, location and ticket info. But don’t stop there. Mention special guests, unique features or charitable components. And make sure your press release boilerplate with your company details is up to date.
The more relevant details you provide, the easier it is for a journalist to cover your event. If you have a celebrity speaker or are attempting a world record, highlight that. These nuggets can turn a simple event listing into a full feature story.
Event Press Release Examples by Type
Different types of events call for different approaches in your press release. Let’s look at some common event press release samples and what makes them unique.
Product Launches
Product launch events are all about building excitement. Your press release should focus on what’s new and innovative about your product. Highlight how your products solve problems, improve lives and contribute to your company’s mission. Include quotes from experts, influencers or customers to add credibility.
Example: Horizon Robotics Product Launch Event Unveils Next Generation Autonomous Driving Solution
Partnerships
Many organisations leverage partnerships to create special events and gain more awareness than they would be able to by themselves. These press releases for events showcase how two or more organisations are coming together to create something unique. Focus on the combined strengths of the partners and the benefits of the collaboration, and be sure to mention any charitable causes.
Educational Events
Educational event press release examples are all about value. You can use them for online workshops and in-person events, emphasising the learning opportunities and expert insights attendees will gain. Highlight what makes your event unique and explain how it will help your audience grow their skills or business. Don’t forget to include a link where people can sign up.
Example: Sciton, Inc. Announces New Educational Event Series, Skin CEO
Retail and Sales Events
Sales event press releases highlight special deals, limited-time offers or exclusive products. Focus on the value shoppers will get, making it clear why people should show up and what they stand to gain. In the event press release example below, Target combines a philanthropic angle (recycling) with a discount on new jeans.
Concerts and Festivals
A press release for an event like a concert or festival is all about generating buzz. Focus on the star power: Highlight big-name performers, unique venue features or special experiences. What makes your event a can’t-miss experience for fans, influencers and industry insiders? Create a sense of FOMO (fear of missing out) to drive ticket sales and media coverage.
Example: Hard Rock Adds Steve Aoki, Don Omar and Kaskade to 2024 Hard Rock Beach Club Lineup
Event Press Release Examples by Timeline
The topic of your event isn’t the only thing that matters. You should also send multiple press releases for an event over time. Here’s how to approach each stage.
Announce the Event
This is your first chance to generate excitement. Focus on the big picture – what’s the event, why does it matter, when and where is it happening? Include a quote from an organiser or key participant to add personality. Use this release as soon as the event is confirmed and basic details are set. The event press release example below is the first of several this company sent when announcing their new event.
Example: Yotta, a New Event from DatacenterDynamics, to Focus on the Future of Digital Infrastructure
Announce the Agenda
Once you’ve nailed down your schedule, share it to help potential attendees and media plan their coverage. Highlight key sessions, speakers or activities and explain how the agenda supports the event’s overall goals. Send it out a few weeks before the event to build anticipation. Below, you can see a continuation of the above event announcement.
Example: Yotta 2024 Announces Full Agenda
Announce the Speakers
Speakers and keynotes can be a major draw and always warrant a press release for an event. Make sure to include their title and organisation. If possible, include a more detailed bio and quotes about why they’re excited to participate. This press release example, for the event above, covers a lot of speakers, so it just provides a list.
Example: Yotta, a New Event from DatacenterDynamics, Announces Keynotes and First 40 Speakers
Update During the Event
Breaking news deserves its own release. Did someone win a competition or award? Was there a surprise announcement? Real-time updates can attract live media coverage and social media buzz, so be ready to share these moments as they happen.
Example: Voltraware Makes a Stellar Debut at VivaTech 2024, Advances to Finals
Recap Each Day
For multi-day events, send out daily recaps to keep the momentum going. Summarise key moments, share quotes and preview upcoming highlights. This keeps your event in the media cycle and helps remote followers stay engaged. The event press release example below does a great job of summarising day one of the conference.
Example: Global Innovators Gather at BEYOND Expo 2024 Opening Ceremony to Discuss the Future of Technology
Wrap Up
After the event, send a comprehensive summary within a day or two. Share attendance numbers, famous attendees and memorable moments. What made your event so successful this year? What were the best parts? Our example here continues the coverage of the above expo, providing key numbers and highlights that get people excited for next year.
Example: BEYOND Expo 2024 Reaches New Heights With Unprecedented International Recognition
Announce the Next Event
Now it’s time to capitalise on the current event’s success and start building anticipation for the next one. If you’re planning a follow-up event or an event the next year, announce it while excitement is high. Share the date and any early details you have. The organisers of the expo we’ve been following did this well in the below press release example for their event.
Example: BEYOND Expo 2025: Asia’s Premier Tech Expo Announcing 2025 Dates in Macao
Make the Most of Every Event Announcement
Event press releases are powerful tools for building buzz and driving coverage. By crafting targeted, informative releases, you can attract media attention, boost attendance and improve brand awareness. But it’s more than just following an event press release template. You also need to make sure you’re sending them to the right people, at the right time.
PR Newswire’s extensive distribution network and customised solutions can help. We send your news to thousands of journalists, online outlets and newsrooms. Yet we can also target your release to help you reach specific audiences and boost social media shares. Want your organisation to be at the top of the list of the best event press release examples? Start sending press releases with us today.
FAQs About Event Press Releases
What is an event press release?
An event press release is a written announcement that shares key information about an upcoming or past event. It includes details like the date, time, location, purpose and notable participants. Event press releases aim to generate media coverage and public interest in the event.
How long should an event press release be?
A good event press release example is usually concise, typically between 300 to 800 words. However, there are plenty of times you might want a longer release, like for many speaker announcements or a multi-day recap. The important thing is to put essential information in the first paragraph, then use short paragraphs and bullet points for easy scanning.
What should be included in a post-event press release?
A post-event press release should include a summary of the event highlights, attendance numbers and key outcomes. Include quotes from organisers and participants, and mention any records set or major announcements made. Be sure to include a mention of your next event, if you have one set.
Events are one of the best reasons to send a press release, but they’re not the only reason. If you need more inspiration for press release topics, download 10 Newsworthy Reasons to Send a Press Release. You’ll find plenty of ideas for press releases, plus tips and tricks to get each one noticed.