You’ve booked a venue and selected your speakers, but you’re not sure how to write a press release for an event. You want an event press release that engages with your wide target audience. It should communicate important event details and convey event-specific messaging.
A strong event press release sets the tone for your day. In fact, it gives the reader everything they need to know to register or attend. Below, we’ve assembled our best advice to get more eyes on your news and more visitors at your next event.
Current State of the Event Industry
The Events industry is very large and currently offers a mix of digital, physical and hybrid formats. In fact, Statista reports that the global meetings industry was approximately one trillion U.S. dollars in 2020. It is expected to reach 1.6 U.S. trillion dollars by 2028.
As a brand, you will discover your own unique mix of digital, physical or hybrid event formats. In other words, you will discover the mix that works the best for your company and target audience.
HubSpot suggests that it expects to see a mix of the three event types in the future. Specifically, the company reported that,
Between hybrid, physical, and digital events, it will be up to marketing leaders to calibrate the right mix of the three based on audiences needs and preferences, budget, and marketing priorities.
Cheri Hulse,ON24’s VP of Strategy & Research
How to Write a Press Release for an Event
Are you wondering how event press releases are different than other types of press releases? To illustrate, the following list will show you how to write a press release for an event and ensure your press release gets read.
Keep the important information at the top
Include a call to action
Give the audience a glimpse inside your event
Keep your event press release brief
Know your audience
Reshare to socials and offer event apps & calendar links
Keep the important information at the top
Readers should be able to find all of the necessary information in a scan. They should never have to search for important details in a wall of text. In short, your readers should be able to scan and need to know:
Location, date and time of the event. Include the URL if you’re hosting an online event, and your booth number if it is a conference.
How to register or buy a ticket
Contact and media information
Your company name and any applicable stock tickers
The event name
Include a call to action
A strong Call to Action prompts readers to act on information in your news release. In fact, you can invite your audience to partake in the event activities early in the release. In addition, they can follow the invitation with a Call to Action such as “Register here:”
Further, we analyzed top-viewed conference releases. In summary, we found that releases that included a Call to Action in the headline generated more views. Specifically, they generated more views than those that didn’t address the audience.
Give the audience a glimpse inside your event
A speaker describes his event to an audience
Will you be sampling a new product line at your event? Or, have you gathered industry experts to talk about the subjects relevant to your reader’s future?
Above all, these are the things that build readers anticipation and tell your audience why they should carve out time for your event. As a result, it is important to keep this front and center and possibly bolded in your release.
In addition, to further build excitement, aim to set the tone of your event from the first line. In particular, you can do this by using language that communicates the atmosphere of the day.
For example, if you are focusing on a product launch, use fun, inviting language to create better content in your press release. Alternatively, if you’re running an educational conference, you may want to create a sense of urgency with relevant facts early in your release.
Keep your event press release brief
Use bullet points to highlight the most pertinent information. Also, imagine your reader taking a screenshot of your press release on their phone. Later, they may refer to the screenshot or share it with a colleague. Ideally, they should be able to see all the 5Ws in that screenshot.
Know your audience
You need to know your audience to know how to reach them. For this reason, Newsfile distributes press releases all over the world and provides clip reports after every release.
Alongside other reports, Newsfile’s clip reports show who your readers are and where they are located. Essentially, you can use analytics from previous releases to adjust your distribution, scheduling, and even translation options to maximize the reach of your release.
Reshare to socials and offer event apps & calendar links
Most importantly, your event should stay with the reader long after they stop reading the press release. For example, you can add a calendar event so readers receive event alerts. In addition, you can reshare your event on social media to hit a broader audience and provide event apps and post event updates.
In the end, your event press release will increase the overall success of your event. Furthermore, it will help all of your stakeholders learn more about your event, know how and where to attend and offer event updates and post event information.
Ready to send your event press release? Just leave everything to us!
Feel free to reach out to Newsfile for help with your press release needs at office@newsfilecorp.com.
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