How to write a press release for an event – your guide with template

Getting the media interested in your event can be a silver bullet when it comes to creating a buzz around your brand and selling tickets. And it all starts with a great press release, outlining the  ‘who’, ‘what’, ‘when’, ‘where’ and ‘why’ of your event. 

Of course, you can’t throw any old thing together if you want to get noticed – editors are notoriously strapped for time and so expect the press releases they receive to be structured and written in a certain way.

It’s all pretty simple when you get into it, though – so no need to panic! Read on for all you need to know about putting together a simple press release for your event, which should hopefully help you sell event tickets thick and fast 🚀.

Key press release principles 

A press release is a very specific thing – there’s not much room for getting wildly creative here. (Although the finer details can make or break a release – more on this below).

As a rule of thumb, all press releases should:

• Fit on one page – conciseness is key
• Include contact details where the press can reach you 
• Include the date the story can be published from, or specify that it’s ‘for immediate release’
• Be written in the third person (‘the event, hosted by The Big Events Brand at The Big Event Venue’; not ‘our event, which we are hosting at The Big Event Venue’)

How to structure a press release – event press release template

Structuring a press release is easy once you know the basics. Here’s a quick template, which you could use for any kind of event:

Contact information:

[Event name or event company name]

[Contact name]

[Contact number]

[Contact email]

Release date:

[For immediate release / a specified date]

[Press release headline]

[Press release subhead – one line maximum]

[City, Region/State]: [Opening paragraph – key details about event; who, what, where when.]

[Second paragraph – more details about the event, focusing on the most attention-grabbing, interesting or unique aspects. Bullets points can be used if appropriate.]   

[Interesting quote from a relevant influential figure.]

[Closing paragraph – keep it short and sweet, adding in any final details. You could also skip this paragraph if you’re strapped for space on your one-pager.]

[Call to action – a prompt for what readers should do next – e.g. call you or register their attendance at your event.]

[Event boilerplate – a short description of your event/s or event brand.]

Writing a press release for an event – a step-by-step guide

Now you’re familiar with the basics – follow these 9 simple steps to create your final press release:

1. Determine when you want to send out your press release – and why
2. As an event creator, you might want to send out a press release before your event in order to increase your number of attendees or entice the press themselves to attend. Or you might want to send out a release after your event to get coverage for how great the event itself was. This can help you to promote your brand and future events.
3. If you’re sending your press release pre-event – make sure to send it out with enough time for journalists to pick it up and write/publish their piece before your event takes place. You should aim to give them at least a week for this turnaround.
4. If you’re sending it after your event – send it as soon as possible (within a few days), as outlets won’t be interested in covering an old event.  
5. Find appropriate media outlets and journalists
6. Press releases should be super relevant to the publications they’re being sent to. So you’ll need to determine what these are before getting started with the actual writing. When compiling your list, seek out platforms and publications with a history of covering events like yours. Then, when it comes to writing your release, you’ll be able to really hone in on the elements of your event those publications would find most interesting.
7. It might also be worth considering writing up a few different versions of your press release – with each one angled towards a specific type of publication. 
8. Create an outline for your press release
9. Fill out the basic information first, like your contact details and boilerplate. Next, come up with an attention-grabbing heading, and a one-liner subheading to expand on this. For example:
10. The Big Event Company to host first ever [insert exciting thing here] this June
11. The event company is set to break records with its pioneering event held in [insert cool venue here].
12. Finally, plan out what information you’ll include in each section so you don’t miss out anything when writing.
13. Fill in the details – write in a pyramid scheme
14. Writing in a pyramid scheme simply means starting with the most important information first, then working your way down the hierarchy of information from there. 
15. Your press release’s first paragraph should state what your event is, where and when it’s happening, and the main people that are involved – for example, the headline act, or the most interesting collaborators. 
16. Additional paragraphs can provide some finer details and background information – but always avoid fluff. Remember: editors are strapped for time so want to be able to scan your release for the pertinent information without having to wade through unnecessary details. 
17. Tip: Check out our article on how using AI can help you save time with event planning tasks (like writing press releases!)...
18. Keep your event press release concise and simple – but don’t leave out interesting details
19. Keep your sentences short, your language simple, and your paragraphs punchy. There’s no place for poetic prose or convoluted descriptions in a press release. Having said that, don’t forget to include the most interesting details about your event. While you don’t want to go overboard with information and long descriptions, you do want to let readers know why you event stands out – what makes it special and worthy of their attention.
20. Include an interesting quote
21. Including a quote from a relevant figure can help give your press release legs. It gives editors a little something extra to work with when it comes to writing their own piece, while providing genuine insight from someone with something interesting to say. That might be one of your key performers or collaborators, a local MP, or basically anyone else who has a vested interest in your event and its attendees. (Of course, a random member of the public probably won’t cut it – quotes should always be from someone with a level of authority in whichever sector your event is in.)
22. Include visuals if you have them
23. Including relevant visuals can help to bring your press release – and the story it’s telling – alive. If you’re sending a press release out after the event has happened – including photos of the event is a great idea. If you’re sending it before the event, you could include photos of past events, or anything relating to your event, such as your headline act in action (you’ll need to own the images or get permission to send them).
24. If an editor or journalist sees that there’s cool images accompanying a release, they might be more excited about creating their own piece off the back of it.
25. Write a call-to-action
26. A call-to-action (CTA) is a simple directive that tells readers what they should do next. For example, you might tell them to call you for more information or an interview. Or to register their attendance at your event by emailing you.
27. While it sounds like a simple concept, a CTA can have a huge impact when it comes to turning a reader of your press release into someone who actually does what you want them to do after reading it.
28. Add in your boilerplate
29. A boilerplate is a concise description of a brand or organisation that can be attached to any form of marketing communications. It should succinctly sum up what your events business does, where it is based, and any other information you feel is pertinent – such as major achievements. It should ideally be no longer than a couple of lines. 

And there you have it – you should now be fully equipped to carefully craft your very own event press release. Just remember – keep it concise, highlight the factors that make your event stand out from the crowd, and always tailor your releases to the publications you’re sending them to. Now to let the media enquiries come a-rolling in…

Good luck!