How to Write an Event Press Release
Writing means writing it as though it were . The six keys to writing an effective event news release are identical to the rules for writing a good newspaper story. They are: Who, what, where, when, why and how. If your release conveys these six pieces of information in a clear and compelling fashion, and in the proper format, odds are the media you target will cover the event. You must keep the same keys in mind when targeting media and distributing the news release as well.
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Instructions
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Six Keys
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1
Relate the "who" of your news release to refer to the audience for the event. For example, if you're hosting a film festival of short movies produced and directed by local high school students, write your release with 14 to 18-year old readers in mind. Aim your release at media that serves that audience, such as a schools page in the local newspaper or the nearest alternative weekly paper. Send your release to specific journalists who cover schools and the arts.
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2
Include "what" to say what will happen at the event. Stick to the event. Try not to get caught up in explaining what the event is promoting. For the film festival, the event is the premier. Stick to highlighting that there will be an actual red carpet and that the directors, the stars and their parents are available for interviews.
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3
Tell the reader, simply, "where" the event will be held. Providing a map is an added tip, making it more convenient for media to attend and cover the event.
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Include "when" to indicate the time, day and date of the release. If the event runs for a few hours, include the range of times. Describe the film festival, for example, as starting at 8 p.m. and ending at 10 p.m. instead of merely saying it starts at 8 p.m.
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5
Answer "why" to offer the most compelling aspect of the release and the key for generating coverage. It's also one of the most commonly overlooked parts of a news release. Explain if the premier of the film festival is a fundraiser, a chance for undiscovered filmmakers to be discovered because there will be studio representatives in the audience or if the premier represents an outreach effort on behalf of the school to kickoff a new film program.
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6
Say "how" the event will be conducted to help make the difference in gaining coverage. Logistics matter to a journalist on a tight deadline who wants to cover the event but who also needs to organize his own day beforehand. Including a schedule or a time line of activities for the event also shows the media that you are organized and serious about the event. That makes your event more likely to receive coverage.
Formatting
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Keep the headline short. Five words or less is optimal.
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Write the first paragraph assuming the reader will not read any further down. If appropriate, write something captivating to snag the readers' attention. Mentioning the six keys here --- who, what, where, when, how, and why --- will convey this vital information even if they only glance at the release.
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9
Add details, building on the information mentioned on the first paragraph in the next two or three paragraph. Keep these paragraphs short. Quoting a person speaking about the event is also a good idea in this section.
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10
Include background information about the organization hosting the event in the final paragraph. In this case, tell the reader about the high school and the department hosting the film festival.
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Tips & Warnings
Include your contact name, phone numbers, email and website address on the top of the release and on the bottom as well.
After sending your release, follow up within three days with a phone call to the person you sent it to to confirm he has it, ask if he's coming or lobby him to come.
