In this climate, you’re probably thinking: How does an event creator stand a chance of getting noticed?
The answer? A mind-blowing press release.
At Eventbrite, we’re well-versed in writing press releases and showcasing upcoming events, features, and promotions on our website. For some, it’s not always the most enjoyable task in the world; it can be daunting and hard to really nail. But it’s worth putting the effort in, as a great press release can increase SEO and online reach.
Luckily, we’ve got some good news.
Here, we’ll explain how to write a press release for an event that journalists won’t be able to resist. We’ll provide an example of what to follow, as well as giving you a free template that you can use for any event.
Ready to get started?
Maximizing impact: Practices to follow when sending a press release
Press releases are directed to journalists, and there are some protocols to follow to ensure they open it. You’ll also need to follow some practices to improve your chances of journalists showcasing your event details and sharing it with their audience.
Send the press release in advance and make it personal
It’s best to send the press release two–three weeks in advance of the event or, ideally, a month beforehand to allow journalists to prepare an article. Journalists aren’t sitting around waiting for your press release to arrive, so you need to grab their attention using the following tips:
- DO use the journalist’s name in the email
- DON’T send the press release to multiple journalists at one organization
- DO share information about who the journalist should contact if they want more information
- DO be upfront and clear about the details
- DO consider building connections with journalists well in advance of sending the press release
- DO provide enough lead time when submitting the press release
💡Pro tip: Journalists receive lots of press releases on a daily basis. While it’s fine to send a follow-up email if they haven’t responded to you, they’re at no liberty to reply, so don’t bombard them with further emails or reach out to them on other platforms.
Tailor your press release to your chosen publication channels and journalists
Your press release should be specific to the publication’s tone of voice and audience, making sure to match any core interests.
For example, you could focus on the competitive nature of your event when promoting your upcoming marathon to a sports publication; or discuss your charity partnerships, fundraising, or community-building efforts when reaching out to a publication focused on human interest stories.
Here’s what you need to keep in mind:
- Adapt your summary to target different brand identities and audiences
- Reach out to relevant media channels that align with your event
- Don’t turn the press release and email into a sales pitch
💡Pro tip: Use Eventbrite’s analytics tool and audience behavior reports to determine which events your existing audience is engaging with to help decide what a lookalike audience would want to see.
Key things to include with a press release for an event
Journalists and publications receive a high volume of event press release emails, so you want to make yours stand out from the competition.
There are a few key traits common to any clear and effective press release:
- Fits on one page
- Uses third-person point of view
- Provides clear contact information
Follow this basic press release structure for upcoming events.
1. Contact information
The first step in writing a press release is to fill in your contact information.
You should include:
- The name of your organization
- Your name and contact details
- Email address
- Phone number
- Website URL
When including your contact information, make sure it’s accurate and up-to-date.
💡Pro tip: Opt for using a custom email address with ‘.com’ domains instead of a generic email provider like ‘Gmail’ to make your business appear more professional and credible.
2. Headline
A catchy headline is crucial, as it’s the first thing that readers will see — so it needs to be captivating!
A great headline should be attention-grabbing, concise, and informative. When crafting your headline, consider what makes your event unique or newsworthy. What’s the key message you want to convey?
💡Pro tip: Keep your headline straightforward by expressing the event name and location.
❌ Jazz Festival Coming to New York City
✅ New York City to Host First-Ever International Jazz Festival in Central Park
The first headline is too generic and fails to provide any specific information that would hook a reader’s attention, whereas the second is both compelling and informative.
Let Eventbrite’s AI features help you write your event copy.
3. Summary of key information
The summary is a brief overview of your event that should focus on details that will be of interest to your target audience, such as:
- What’s the purpose of your event?
- Who is it for?
- What are the key activities or notable speakers?
- What’s the date and location?
💡Pro tip: Ensure your summary is no longer than three–four sentences, so it’s easy to read and digest.
A real-life example of how to write a strong press release for an event
Leading event creators are using press releases as a strategic marketing tool to attract new audiences and promote their brand.
By crafting compelling press releases that highlight the unique aspects of their events, they’ve been able to form partnerships with notable news outlets to increase awareness and strengthen their community.
Underground Atlanta: Atlanta Magazine
Underground Atlanta recently released a press release published in various news outlets, such as Atlanta Magazine and WhatNow Atlanta.
Underground Atlanta appealed to their new attendees and increased their chances of being published by approaching local media outlets that have similar content and viewership to their brand.
Underground Atlanta then used their press release to appeal to a wider audience by:
- Including high-quality images of the venue space
- Using vivid language to appeal to the emotional experience of attendees
💡Pro tip: Underground Atlanta highlights that your press release doesn’t have to be bland. Follow the right structure and maintain a professional tone, and don’t be afraid to inject some personality and creativity into your press release to make it more memorable!
An event press release template to use for any event type
Use this template to write a press release for any event.
Best practices to help your event press release stand out
Getting your press release noticed by a journalist or news outlet is no easy feat — that’s why it’s crucial to use the best practices and make yourself stand out from the crowd.
Include highlights about what makes the event unique
The highlights section is where you can showcase your event’s unique qualities, fleshing out key information and juicy details about what attendees can expect.
Focus on key audience experiences, such as:
- What emotional experience are you offering attendees?
- How much value do you offer new attendees?
💡Pro tip: Include key details about your event to get people excited. Journalists write articles based on the information they receive, so you need to include all the core details, such as who’s performing/speaking and any activities available. Express what makes your event distinctive.
Add quotes from a reliable source
Include a quote from special guest speakers, guest performers, or industry experts to add credibility and depth to your press release.
Select quotes to express opinion, and make the press release more personable. Only include a section of a larger quote to keep it brief.
💡Pro tip: To make your quote stand out and break up text, consider bold or italics.
Incorporate a call to action
Readers will need to know how they can get involved in the event — and you shouldn’t make them work for it.
Include a call to action (“Sign Up Now” or “Learn More”) at the bottom of your press release, and provide a link to your sign-up page and any other important information regarding attendance.
💡Pro tip: Ensure your call to action is clear and that your website is updated with links and ticket prices.
Don’t forget the boilerplate
A boilerplate is a short paragraph at the end of every press release that summarizes the core principles of your company.
Include the following core information about your brand and the event:
- Contact details
- Your mission statement
- When you founded the event
- Some history/motivation for the event
Many companies have a boilerplate as part of their branding guidelines, and you should include it in your event press release template.
💡Pro tip: Think carefully about your company description, and consider getting a buy-in from key company stakeholders about the language. This is another elevator pitch, one about your company or organization, and it’s just as important as the pitch for your event.
Include visuals
When you email your event press release to a publication, include photographs to add that proverbial thousand extra words to your story.
If you have more great photos and videos online, send links for interested readers to learn more.
Include images from past events that showcase the experience, whether it’s fans cheering for a musical act or a sports team, volunteers working together, or children engaging in activities with their parents.
Make sure your press release is mobile-friendly
You can assume that at least half of your email recipients are reading your emails on a mobile phone, so you need to ensure your email is mobile-friendly.
Steer clear of scripted fonts or small visual components that are difficult to read on a small screen. Journalists are busy individuals, so include bullet points, bold text, and line breaks to make the content more scannable. Font size and format can make a big difference to the readability.
It’s better to cut and paste the release into the body of your email rather than as an attachment, so it’s easy to read and scale to size. And remember to make sure your email subject line is just as attention-grabbing as the headline in your press release. You could even use the same language.
Remember that timing is everything
Before sending out your press release, keep in mind your goal. Are you hoping to expand brand awareness? Are tickets already for sale and you want to increase sales? Is the press release a way to test interest?
In general, it’s a good idea to give journalists as much time as possible to write about your event. Don’t send the press release last-minute and expect journalists to read it and publish it in time for your event. Bear in mind that journalists need to create an article from the press release, have an editor oversee it, and submit it to a publishing team before it’s live.
Increase ticket sales by writing a good press release
Sending a press release to a few media outlets and forgetting all about it won’t do much for your event.
But creating a well-crafted press release based on your audience’s desires and targeting specific media outlets can be a golden promotional opportunity.
Plus, you can repurpose the content for your own promotional efforts, use it as a starting point for another press release after the event, or even post it in your event listing and on social media to keep attendees in the know.
Eventbrite can help you take full advantage of this opportunity with our advanced marketing tools. As the world’s leading ticket marketplace, we can also help boost your ticket sale rates and streamline your booking process.
