Getting media coverage for your event is less about luck and more about delivering the right story to the right people, in the right way.
A well-crafted press release can put your event on journalists’ radar, earn space in publications your audience trusts, and build anticipation long before doors open.
The challenge is making sure your release doesn’t get lost in a sea of competing announcements.
The key is understanding what makes your event newsworthy and presenting it in a format reporters can use instantly.
That means cutting the fluff, highlighting the most compelling details, and structuring your information so it’s easy to pull into a story.
Done right, your press release can generate buzz, attract attendees, and position your event as a can’t-miss moment.
Key Takeaways
- A press release is your most direct way to get media attention for your event.
- Journalists look for clarity, newsworthiness, and easy-to-use details when deciding what to cover.
- The best press releases answer the essential “who, what, when, where, why, and how” in the first few lines.
- Structuring your release in the standard format makes it easier for reporters to work with.
- Strategic distribution and follow-up can be as important as the writing itself in getting coverage.
Understanding the Purpose of an Event Press Release
An event press release is a bridge between your organization and the media.
It’s not a flyer, and it’s not an ad—it’s a factual, well-structured announcement designed to help reporters see why your event matters.
Journalists rely on press releases to spot stories worth covering, so your goal is to make their job easier by giving them accurate, relevant details in a ready-to-use format.
Timing plays a big role in its impact. A pre-event press release builds awareness and encourages attendance, while a post-event release can highlight outcomes, key moments, and quotes for broader coverage after the fact.
In either case, clarity and relevance are non-negotiable.
Too often, event press releases fail because they read like marketing copy or bury the most important details.
A good one answers the essential questions upfront and provides enough context for a journalist to run with the story immediately.
Essential Elements Every Event Press Release Should Include
Before a journalist decides to cover your event, they’ll scan your press release for certain must-have elements.
Miss one, and you risk losing their attention. Here’s what every effective event press release needs.
Headline That Grabs Media Interest
Your headline is your first—and sometimes only—chance to spark curiosity. Keep it short, clear, and relevant to the audience you want to reach.
Avoid vague phrasing. Instead, highlight the most newsworthy aspect, whether it’s a high-profile guest, an unusual theme, or a cause with wide appeal.
Compelling Lead Paragraph
This is where you answer the “5Ws and 1H”: Who, What, When, Where, Why, and How.
The goal is to give journalists the story’s essence in two or three sentences.
A strong lead should make it possible for a busy reporter to grasp the core message without reading further—though the rest of your release should encourage them to.
Event Details in the Body
Once you’ve hooked the reader, you can expand on the specifics.
This is where you can explain the event’s background, spotlight featured speakers, or note partnerships.
Keep the information organized so each point flows logically. If you must include schedules or ticket information, place them after the main story so they don’t overshadow it.
Quotes for Credibility and Personality
Quotes breathe life into your release. Choose remarks from people central to the event—an organizer, keynote speaker, or notable partner.
Keep them conversational, with a tone that reflects genuine enthusiasm or insight rather than a canned corporate statement.
Boilerplate Section
The boilerplate is a short paragraph about your organization that appears at the end of every press release you issue.
It provides quick context for those unfamiliar with your work. Once written, you can use it repeatedly, making small updates as needed.
Contact Information
Journalists need to know exactly who to reach for more information.
List a direct contact name, phone number, and email address. If possible, include a backup contact in case the primary person is unavailable when the story is being prepared.
Step-by-Step Guide to Writing an Event Press Release
Writing an event press release primarily consists of shaping information so it lands in the hands of journalists ready to publish.
Following a clear process ensures you cover all the bases without overcomplicating things.
Step 1 – Define Your News Angle
Before you start writing, figure out what makes your event worth covering from a media perspective.
Is it the first of its kind in your area?
Does it feature a notable guest speaker?
Will it benefit a cause that’s gaining attention?
Your angle should be something a journalist can easily pitch to their editor as a story their readers or viewers will care about.
Without this, even a well-written press release risks being overlooked.
Step 2 – Follow the Standard Press Release Format
Journalists are trained to scan for information in a certain order.
Using the standard press release format shows professionalism and makes their job easier. That means:
- A clear, concise headline at the top.
- A dateline with the city and date.
- A lead paragraph summarizing the story.
- Body paragraphs with supporting details.
- A boilerplate about your organization.
Following this structure helps your press release feel familiar and trustworthy to media professionals.
Step 3 – Write for Journalists, Not Customers
A press release is not an ad—it’s a news document. Keep the tone factual, direct, and free from marketing hype.
Instead of saying your event will be “unforgettable,” describe what makes it significant, such as the number of attendees expected, the caliber of speakers, or the causes it supports. Facts hold more weight in a newsroom than adjectives.
Step 4 – Add Supporting Media
A strong press release includes visual elements that make it easier for outlets to publish your story.
High-quality photos of past events, a headshot of a keynote speaker, or a short promotional video can give journalists ready-to-use assets.
Always provide captions, photo credits, and links where media files can be downloaded without hassle.
Step 5 – Proofread and Edit
Even small mistakes can hurt your credibility. Read your release out loud to catch awkward phrasing or missing words.
Double-check names, titles, dates, and addresses.
If possible, have someone outside your team review it—fresh eyes can catch details you’ve overlooked. A clean, error-free press release signals to journalists that you’re reliable and detail-oriented.
Event Press Release Distribution Strategies
A well-written press release is only half the battle.
If it doesn’t land in front of the right people at the right time, it won’t get the coverage your event deserves.
Distribution is where many organizations stumble—either sending it too late, sending it to the wrong outlets, or relying on a single channel.
Timing Is Everything
For pre-event press releases, aim to send them two to three weeks before the event.
This gives journalists enough lead time to plan coverage and slot it into their editorial calendars. If the event is large or tied to a seasonal trend, you might send an initial release a month in advance, followed by a reminder closer to the date.
For post-event coverage, release your recap within 24–48 hours while the event is still fresh.
Choose the Right Distribution Channels
While big PR wire services can help you reach a wide audience, they aren’t always the most targeted option. Consider a layered approach:
- Direct journalist outreach to reporters who cover your industry or local events.
- Your organization’s website with a dedicated press page.
- Industry-specific publications that speak directly to your target audience.
- Community bulletin boards or local news outlets for neighborhood-focused events.
Build and Maintain a Media List
A solid media list is one of your most valuable PR tools.
It should include reporters, editors, and bloggers who have covered similar events in the past.
Keep it updated with current contact information, and note each journalist’s preferences—some may prefer pitches via email, others through social media. Personalizing your outreach increases the odds of a response.
Leverage Your Own Platforms
Even though a press release is aimed at journalists, you can still share it directly with your audience.
Posting it on LinkedIn, including it in your email newsletter, and sharing snippets on social media can help it gain traction. Sometimes, a journalist might first see your release because it appeared in their social feed.
Follow Up Without Overstepping
If you haven’t heard back within a few days, a polite follow-up email can put your release back on their radar.
Keep it short, reiterate the core news angle, and avoid repeated follow-ups that could damage relationships.
Examples of Successful Event Press Releases
Seeing the principles in action makes it easier to understand how they work.
Here are a few examples of event press releases that struck the right balance between clarity, newsworthiness, and presentation.
1. Local Arts Festival Announcement
A small city arts council announced its annual summer festival with a release that opened with a vivid headline: “Downtown Springs Alive with Color as Annual Arts Festival Returns June 15.”
The lead paragraph covered all the essentials—date, location, key attractions—and immediately mentioned the festival’s long-standing tradition in the community.
Quotes from both the festival director and a featured artist added personality, while the body section gave practical details like schedules and ticket info. The result was a release that felt both newsworthy and inviting, prompting several local media outlets to run features.
2. Charity Gala with Celebrity Host
A nonprofit promoting children’s education issued a press release for its upcoming fundraising gala, headlined by a well-known TV personality.
The headline highlighted the celebrity’s name to grab attention, while the subheading tied the event directly to the cause. The release balanced glamour with purpose—mentioning the star attraction without overshadowing the mission.
Journalists had clear, ready-to-use quotes and a strong narrative angle: an evening of entertainment supporting a meaningful cause. Coverage appeared in both entertainment and philanthropic news sections.
3. Tech Company Product Launch Event
A startup unveiling its new product chose to position the launch as an exclusive media event.
The press release opened with a direct, benefit-driven headline and a concise lead that explained the product’s significance in the market.
The body included a bullet-point section listing event highlights, such as keynote speakers and live demonstrations, making it easy for journalists to skim.
The company also included high-resolution images, logos, and a short video link, ensuring media outlets had everything they needed to publish quickly.
What These Examples Have in Common:
- A headline that makes the news angle instantly clear.
- A lead paragraph that answers the essential questions right away.
- Quotes that feel authentic and connected to the event’s purpose.
- Supporting details that are easy to find and repurpose for coverage.
Event Press Release Template You Can Use
A template saves time and ensures you never miss a critical detail. You can adapt this framework for almost any event, whether it’s a charity fundraiser, a conference, or a grand opening.
[HEADLINE – Clear and Compelling]
Example: “Springfield Jazz Festival Brings World-Class Musicians to the City This September”
[Subheadline – Optional but Useful]
Adds context or a supporting detail without crowding the main headline.
DATELINE – CITY, State – Month Day, Year – Start with a strong lead paragraph that answers the who, what, when, where, why, and how. Keep it to two or three sentences so journalists can get the core story instantly.
Second Paragraph – Context and Background
Add relevant background about the event. This could be its history, how it started, its purpose, or what makes this year’s edition special.
Third Paragraph – Quotes
Include one or two quotes from credible sources such as event organizers, keynote speakers, or partners. Quotes should sound natural and add perspective, not repeat basic facts.
Fourth Paragraph – Additional Details
Highlight anything that adds value: featured guests, special performances, schedules, ticket prices, or registration details.
Boilerplate – About Your Organization
A short paragraph describing your organization’s mission and activities. Keep it consistent across all your press releases.
Contact Information
Name:
Title:
Phone:
Email:
Website:
Tip: Always save your template in a reusable format. Over time, you can refine it with feedback from journalists and performance results. The more you use and improve it, the faster you can turn around polished, media-ready announcements.
Final Tips for Maximizing Event Coverage
Even the best-written press release can underperform if it isn’t supported by a smart follow-up strategy.
Once your release is out, think about how to keep the momentum going until—and even after—the event.
Follow Up Thoughtfully
A single well-timed follow-up email can make the difference between getting ignored and getting covered. Keep it brief, reference the original release, and offer something extra—like an exclusive interview or early access to the event. Avoid multiple follow-ups in a short span; they can do more harm than good.
Be Available and Responsive
If a journalist reaches out, reply as quickly as possible.
Many work under tight deadlines, and a slow response could mean they drop your story.
Have your spokesperson prepped and ready to give quotes or answer questions on short notice.
Leverage Event Day for Social Content
During the event, share live updates on your social platforms.
Tag participating speakers, partners, and media outlets—this can increase visibility and give journalists more reasons to cover the event in real time.
Turn Post-Event Coverage Into Long-Term Value
If your event gets press, don’t let it fade after the news cycle. Share the coverage on your website, in newsletters, and on social media.
For recurring events, this past coverage becomes proof of credibility and can help secure even more media interest next time.
A press release is not a one-and-done effort—it’s the spark that can ignite ongoing conversations about your event.
The better you plan your distribution, follow-up, and post-event strategy, the more you’ll amplify the attention you worked hard to earn.
Trelexa: Press Releases That Deliver Real Reach
Trelexa gives your news the audience it deserves.
With a single submission, your press release can be published on Google News, AP News, Benzinga, and over 100 major outlets, including NBC, FOX, ABC, and CBS affiliates.
You can target specific industries, countries, and audiences while gaining long-term SEO visibility.
Our service also connects you directly with journalists and media influencers, ensuring your story gets in front of the right people.
Flexible, Affordable, and Global
There are no long-term contracts or subscriptions—just affordable, pay-as-you-go pricing.
You can publish in any language, making it easy to reach international markets.
From going out on the wires to syndication, newsroom delivery, social media posting, and mobile distribution, your news reaches audiences across multiple channels quickly and effectively.
Your Story Deserves to Be Heard
Whether it’s your first event or one of many, Trelexa ensures your press release makes an impact. If you’re ready to get your story in front of millions, let’s make it happen.
FAQs About Writing an Event Press Release
How long should an event press release be?
Most event press releases fall between 300 and 500 words. That’s long enough to cover the essentials without losing the reader’s attention.
When should I send an event press release?
For pre-event coverage, send it two to three weeks before the event. For post-event coverage, aim for 24–48 hours after the event while it’s still fresh news.
Can I send more than one press release for the same event?
Yes—especially for major events. You might issue an initial announcement, a reminder closer to the date, and a post-event recap highlighting outcomes.
Should I include images or videos in my press release?
Absolutely. High-quality visuals make your release more appealing and give journalists ready-to-use content. Just be sure to provide captions, credits, and download links.
Do press releases still work in 2025?
Yes—when they’re targeted, timely, and well-written. While social media is a powerful promotional tool, a professionally crafted press release still carries weight with journalists and editors.
Final Thoughts
A well-crafted press release can open doors to media coverage that amplifies your event far beyond your own channels.
From the headline to the follow-up, each step plays a role in shaping how journalists and their audiences see your story.
The more you treat your release as a newsworthy asset—rather than a marketing flyer—the more credibility and attention you’ll earn.
If you want to make sure your event gets noticed by the right people, Trelexa can help.
Our team specializes in creating press releases that not only grab attention but also get picked up by the outlets that matter most to you.
Contact Trelexa today to turn your event into a headline.