How To Write A Press Release Sample To Promote Your Event

You’ve nailed your event planning. Now it’s time to make sure the right people show up.

To cut through the noise and get the attention your event deserves, you need a compelling story, and a press release is still the gold standard for telling it. When done right, a press release arms journalists, bloggers, and influencers with the information they need to spread the word about your event.

In this guide, you’ll get a proven framework and an event press release sample you can adapt. You’ll learn how to write, structure, and distribute your release to turn a simple announcement into a marketing asset that drives real results.

Why a Press Release is a Strategic Tool for Your Event

In a world where video dominates, you might wonder why you still need a press release. It’s because a press release serves as the single source of truth for your event announcement. It accurately lists your speaker names, schedules, ticket details, and your event’s value proposition.

A Press Release Builds Instant Credibility

A well-written press release, published on an authoritative website signals that your event is legitimate, organised, and newsworthy.

A Press Release Fuels Your Marketing Channels

Your press release can also be a content goldmine that you repurpose across multiple channels.

• Email marketing: Turn your core message into an announcement for subscribers.
  
  

• Social media: Pull quotes, create countdowns, or script short promo videos.
  
  

• Website: Add a “News” or “Press” section to share your announcement and build trust.
  

A Press Release Can Drive SEO And Long-Term Traffic

Also, every media outlet that picks up your press release often links back to your event page. These backlinks can improve your SEO visibility and keep driving traffic long after the event is over.

The Essential Anatomy of a Winning Event Press Release

The best press release format is one that makes it easy for readers to quickly find what they need. So before you write a word, make sure your basics are set.

Confirm your event name, date, location, and key value proposition. 

These details form the spine of your announcement. Once you have these, you can start crafting your press release.

Here’s a breakdown of each component and why it matters.

Anatomy Of An Event Press Release

Each section builds on the one before it to form a complete and credible announcement. In the next section, we’ll break down each part with examples you can borrow and adapt.

The Headline and Sub-headline

Your headline is your one shot to grab attention. If it doesn’t hook a reader, your press release may never get clicked. Make it active, specific, and focused on the most newsworthy detail—like a big-name speaker, milestone, or theme.

Headline example:
Futurist Alex Chen to Keynote 'Innovate 2024' Summit on AI and Creativity

The sub-headline supports the headline by adding a secondary detail like the event’s scale, impact, or purpose.

Sub-headline example:
Inaugural event brings together 50+ industry leaders to explore the future of work and human-machine collaboration.

The Lede Paragraph

Think of this as your event’s TL;DR. The lede answers the 5 Ws: Who, What, When, Where, and Why, within the first 25–30 words. This section is reserved for hard, verifiable facts, not descriptive language.

Here’s a helpful mindset for you: A journalist should be able to write a news brief using just your lede.

The Body Paragraphs

This is where you add context, depth, and credibility. Use quotes from the event organizer or a keynote speaker to introduce a human element, then elaborate on what makes this event worth covering.

Structure the content using the inverted pyramid:
– Most important details first
– Supporting context second
– Lesser background info last

That way, if an editor trims your release, the core story stays intact.

The Boilerplate and Media Contact

The boilerplate is your organization's standard "About Us" paragraph. It is a short, consistent block of text at the end of the release that provides a brief overview of your company or group, establishing credibility and context.

Finally, you must include your media contact information. List the name, title, email, and phone number of the person responsible for handling press inquiries. Make it as easy as possible for a journalist to connect with a real person for follow-up questions.

A Complete Press Release Sample for an Event

Theory is helpful, but a real-world example solidifies understanding. Below is a complete press release sample for an event, created for a fictional technology summit. It is annotated to explain the strategic reasoning behind each section.

Innovate 2024 Summit to Feature Renowned Futurist Dr. Anya Sharma as Keynote Speaker

Annual Tech Conference in Austin to Focus on Human-Centered AI, Attracting Over 2,000 Industry Professionals

👉 Analysis: The headline leads with the keynote speaker, using an active verb ("to feature") to convey news value. The sub-headline expands on scope and theme—perfect for catching a journalist’s eye in a crowded inbox.

AUSTIN, TX – October 26, 2024 – Innovate 2024, the premier annual conference for technology leaders and creators, today announced that acclaimed futurist and author Dr. Anya Sharma will deliver the opening keynote address. The three-day summit will take place from December 5-7, 2024, at the Austin Convention Center, exploring the critical intersection of artificial intelligence and human potential.

👉 Analysis: This lede paragraph is direct and efficient. It answers the 5 Ws: Who (Innovate 2024, Dr. Anya Sharma), What (keynote announcement), When (Dec. 5-7), Where (Austin Convention Center), and Why (exploring AI and human potential). 

“We are not just building smarter machines; we are building new partners for human creativity,” said Dr. Anya Sharma. “At Innovate 2024, I will share a vision for how organizations can implement AI not to replace talent, but to amplify it, fostering a new era of collaborative intelligence.”

👉 Analysis: This quote is forward-thinking and provides a unique angle for the story. It is a concise, powerful soundbite that a journalist can lift directly for their article, which makes their job easier.

Adding Depth and Detail

Innovate 2024 will feature over 50 sessions, workshops, and networking events designed to provide attendees with actionable strategies for the modern workplace. Key themes include:

• AI Ethics and Governance: Navigating the moral responsibilities of intelligent systems.

• The Future of Creative Work: Tools and techniques for creators in an AI-driven world.

• Upskilling for the AI Revolution: Practical workshops on preparing teams for new technologies.

The event is hosted by TechForward, a non-profit dedicated to advancing education in technology. "Our goal is to demystify AI and make its benefits accessible to everyone," said Jane Doe, Executive Director of TechForward. "This summit is a crucial platform for that mission."

👉 Analysis: This section adds substance with specific details. The bullet points make the key themes scannable and easy for a reporter to digest. The second quote from the organizer adds another credible voice and reinforces the event's purpose.

Tickets for Innovate 2024 are now available, with early-bird pricing ending November 15. For a full schedule and to register, visit innovate2024summit.com.

👉 Analysis: This is a clear and direct Call to Action (CTA). Mentioning the early-bird deadline creates urgency and provides a specific next step for the reader.

About TechForward

TechForward is a national non-profit organization committed to fostering technological literacy and responsible innovation. Since 2018, TechForward has provided grants, educational programs, and resources to empower the next generation of leaders and creators.

👉 Analysis: The boilerplate is concise and professional. It quickly establishes the organizer's credibility and mission without unnecessary detail.

Media Contact:

John Smith 

Communications Director 

TechForward 

john.smith@techforward.org 

(512) 555-0123

👉 Analysis: This final section is critical. It provides all necessary information for a journalist to follow up, request a media pass, or schedule an interview. 

Writing Techniques That Capture Media Attention

To avoid having your press release deleted, you must think like a journalist, not a marketer. This means finding the story within your event details. 

Your event is not just a date on a calendar; it's a narrative.

What is the hook? Is this the first event of its kind in your city? Are you featuring a speaker who rarely makes public appearances? Was the event inspired by a local trend or a pressing community need? 

Identify your unique angle and make it the centerpiece of your story.

Weave a Compelling Narrative

Once you have your hook, every detail in the press release should reinforce it. The quotes you select and the data you share must all support that central narrative.

Skip the fluff like “we’re excited to…” Instead, go for emotion, insight, or opinion. If your event is about sustainable business, quote a local founder who’s struggled with real sustainability challenges. That adds texture and gives journalists a ready-made soundbite.

Build Credibility with Data and Visuals

Journalists operate on tight deadlines and are inherently skeptical. The most effective way to earn their trust is with verifiable facts. Data adds instant credibility and demonstrates the event's relevance.

For instance, stating that "75% of local businesses have expressed interest in this topic" proves there is a demand for your event. Use statistics to highlight the problem your event solves or demonstrate its potential impact.

Also, your press release should be a visual, shareable asset. Include high-resolution photos, a link to a short promotional video, or a crisp event logo. 

These elements make your story more engaging and provide journalists with multimedia content for their articles. 

Smart Distribution Strategies for Maximum Reach

A brilliant press release is useless if it doesn't reach the right people. 

An effective distribution strategy transforms your draft into actual media coverage. You can either use a newswire service like Business Wire for broad distribution or build a targeted media list for a more personal approach. While newswires are fast, they can be costly and impersonal. A DIY media list often yields better results, especially for niche events.

Building Your Targeted Media List

A custom media list is your most powerful tool. It allows you to connect directly with the specific journalists, bloggers, and editors who cover your industry or community. Avoid sending your release to generic email addresses like "news@publication.com."

Instead, identify individual reporters who cover relevant topics. Here’s a simple process:

1. Analyse Local Media: Regularly read local publications and blogs to identify reporters covering community events, business news, or topics related to your event's theme.

2. Use Social Media: Search for hashtags related to your event on platforms like X (formerly Twitter) and LinkedIn to find journalists who are already engaged in the conversation.

3. Search Strategically: Use targeted Google searches (e.g., "tech reporter Austin," "arts and culture blogger") to find relevant contacts. Media databases like Muck Rack can also be useful.

Once you have a list of names, find their contact information, which is often available in their social media bios or on their publication's website.

A curated list of 15-20 highly relevant contacts will always outperform a generic list of 200. Personalization is key. This focused approach is also valuable when seeking event sponsorship.

The Art of the Pitch and Follow-Up

Your pitch email serves as the cover letter for your press release. It should be brief, personal, and professional.

Demonstrate that you've done your research by referencing a recent article the journalist wrote. Then, paste the full text of your press release directly into the body of the email. Never send it as a standalone attachment, as journalists are often wary of opening unsolicited files.

If you don't receive a response, a single, polite follow-up email 3-4 days later is acceptable.

Connecting with journalists is challenging; research shows 42% of companies struggle with it. However, including multimedia can boost engagement by 63%, according to recent press release statistics and trends.

Common Questions About Event Press Releases

Even with a perfect template, practical questions arise. Here are answers to some of the most common inquiries to help you avoid last-minute mistakes and ensure your announcement has maximum impact.

When Is the Best Time to Send a Press Release?

Timing is crucial. Send it too early, and it will be forgotten; too late, and you miss the news cycle.

• Long-lead Publications: For monthly magazines, you must pitch 3-6 months in advance, as their content calendars are set far ahead.

• General Media: For online news sites, local newspapers, and industry blogs, the sweet spot is 2-4 weeks before your event. This provides enough time to develop a story without it getting lost.

Should I Use a Wire Service or Build My Own List?

This is a classic "quality vs. quantity" decision.

For most events, building your own targeted media list provides a better return on investment. It allows for personalized pitches, relationship-building, and higher-quality media coverage.

Wire services offer broad, automated distribution. They can be useful for SEO and general brand awareness but are often expensive and impersonal. Your release becomes one of thousands, making it easy to overlook.

If budget allows, use a curated list for your top-tier media contacts and a budget-friendly wire service to broaden your reach.

How Do I Measure the Success of My Press Release?

Success is more than just a single media mention. Track these specific outcomes to understand your ROI:

• Media Placements: Keep a log of every article, blog post, podcast mention, and calendar listing generated from your outreach.

• Referral Traffic: Use UTM codes in the links within your press release to track how many visitors came to your website from a specific media placement. This directly connects coverage to user interest.

• Social Media Monitoring: Track mentions of your event, shares of articles, and the use of your official event hashtag to gauge public conversation.

• Ticket Sales: The ultimate metric is the impact on your bottom line. Tracking ticket sales in relation to media coverage is easier when you're streamlining event registration through your own platform.

A successful press release campaign not only drives attendance for a single event but also builds valuable, long-term media relationships.