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Event Press Release

Jump right to the 'Sample Event Press Release Template'

Out off all the press release types we get, 'Event Press Releases', contain the most mistakes.

Below you'll find directions on how to write an 'Event Press Releases'.

This is a basic 'Event Press Releases' layout that should be followed  - no matter what the event is.

It is not meant to give every detail, it covers the basics, and the most common press release errors many people make.

Most Common Errors 

*Your press release is not your event flyer. 

You should always write your news releases in 'press release style'...
Just the facts, very limited hype.

Cover the main news subject in the opening paragraph. Include the who, what, where and when. Add any related details in 1 or 2 paragraphs that follow.

Always write as if you're talking about somebody else, 3rd person.

He, she, it, and they are in the third person. Any person, place, or thing other than the speaker and the addressee is referred to in the third person.

Never: I, we, me, etc...Unless it is in a quote and the person quoted is identified.

This is an easy rule to remember if you write your press release as if you are the journalist writing about somebody else.

Example:

Not: "I said to him...."

Like this: Sam Smith, VP for Company Name said, "......"

(or)

Like this: Smith went on to say, "......."

(or)

"........," stated Smith.

Note: Proper names are preferred over he or she. You only need to use the full name once, after that the last name is commonly used. When you mention a persons name the first time, add a brief 'who they are' statement. Example: Sam Smith, VP for Company Name said,"...."

You may add a link to flyer at the bottom of the release. Specify that it is the event flier (also spelled flyer)

Example:

For more information see our event flyer http://yourlink...

*A press release is a 'Two-Way-Street'

A press release is not just about 'you'.

A press release is equally about giving a reporter/editor a good story so they can pass that onto their readers, listeners or viewers.

No hype. Don't overdue the hype about you, your products or your event. Journalist are independent, they are not a branch of your marketing department. Believe me, if a journalist likes your event, products or services, they can give you some of the really good 'press'. Let the 'Press' come to their own conclusions.

Remember these rules and you will do well.

*Limit the copy emphasis to just headings and to just 1 to 3 inline (in the body of the paragraph).

The headings if you look at the text above on this page are: Event Press Release and Most Common Errors - both in bold, and 1 in a larger font as well.

The inline emphasis above is: Just the facts, very limited hype - in italics in this case.

Never use ALL CAPS or Highlight Markers in a press release. Exceptions for ALL CAPS are: abbreviations, stock symbols and acronyms.

Never use colored fonts and use standard fonts: Arial, Helvetica, Verdana, Sans-Serif, Times New Roman, etc. (Note: links should be the standard blue with an underlne)

Underlined text should be avoided. Exceptions for underline text are:  links / http://yourlink

Especially avoid ! and never !!!

This is ok: * - This in not ok: ***Some Text***

*Charts and graphs should be an image, not formatted html and never MSWord or other document editor formats. The news outlet will asked for text format if they need text.

*The Title

Never include TM or R in the the title of your release. ® TM

You only need to mention TM or R once in any PR - the first time it is used below the title is standard.

Limit the special characters used in the title - Don't use: !@#%^&*()_+=?>":;

Use none if possible or try to use only the Dot (period) the short dash - and the single quote ' (apostrophe).

This is mainly for the online posting of your news, not the print or broadcast. This is because every news outlet's software will interpret special characters differently.

Every wonder why you see stuff like this: character errors - the funny looking errors that should be -  "quotes" - are caused by pasting MSWord content (Smart Quotes in this case) into an html form.

This rule is true for the main body of the release as well, so turn off 'Smart Quotes' and any other special formatting when writing your press release.

*Main Body

The start of the main body of the release is the same as in any other press release...The dateline should go as follows: City, State (2 letter or long) - date (long date) (Country if Non USA) --

Example:

Miami, FL - August 8, 2009 -- Your opening statement....

Include up to 2 images to be imbedded in the release - these should be very relevant to the story.
Additional images can be added below the main content. Each image should have a caption, and the people in the images should be named.

* Boiler

Include your contact information for the media, the general public (if relevant) and repeat the event details.

It is always a good idea to invite the media or to do something just for them.

Example:

Backstage media passes are available, contact.....

*Plain text

Plain text press releases are required by some media outlets.

When we send your press release, it goes out as 'Multi Part' - HTML and Plain text.
It may also go out as a Fax (a few media outlets still request this).

Always use a minimum of 300 words, 500 words is ideal and more than 700 is too much. You may send more, but that is what fits on a sheet of paper, that was once mandatory. Email and digital press releases have changed this, but it is a good rule to follow. 1000 words is the maxium if you want your release to appear online.

*Links

Limit the links to what is absolutely necessary. (lots of links look sloppy and spammy)

Your email when posted online will not be linked on our websites

*SEO Links (Search Engine Optimization Links)

3 SEO Text Links can be included. The fewer the links the more value they have.

Sample of a normal link: www.RapidPressRelease.com

Sample of a Text Link: Press Release Service

*Sample Event Press Release Template 

Note: Plain text will include the text only, no images or special formatting other than the line breaks. Links to additional info will be included.

For Immediate Release:
Contact: Your Name (required)
(optional your title)
Your logo can go here
(optional)
Phone: (required)
email: (media contact required)
Website: (optional but recommended)

Your Title - 8 words or less works best- Cap First Letter - ok No ALL CAPS - Only use: ' - . characters
  
Subtitle - 1 or 2 lines (optional)
 
Los Angeles, CA - August 8, 2009 --
event image 1
Picture Caption: event image 1 - add the names of any people in the image (unless it is a 'crowd' image)
Your opening paragraph - include the main news and event details...who, what, where, when.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Praesent sodales, nulla ut porta pharetra, lectus massa convallis lectus, vel rhoncus ante nunc blandit tellus. Cras ullamcorper, leo eget adipiscing faucibus, magna sapien pretium nisl, ut gravida orci mauris dignissim erat. Sed auctor dictum lorem. Cras elementum augue quis tortor. Vivamus metus sem, volutpat eget, pellentesque eu, ornare ac, tortor. Curabitur sed velit quis nisl aliquet pretium. Donec interdum. Suspendisse ut arcu. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam lobortis sodales mi. Donec elit risus, tincidunt vitae, dignissim accumsan, porta non, ligula. Sed non arcu. Etiam mollis vulputate purus. Nullam porta. Quisque odio. Sed non pede. Nulla ac purus et nunc placerat iaculis.

(details the 'why')

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event image 1
Picture Caption: event image 2
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Praesent sodales, nulla ut porta pharetra, lectus massa convallis lectus, vel rhoncus ante nunc blandit tellus. Cras ullamcorper, leo eget adipiscing faucibus, magna sapien pretium nisl, ut gravida orci mauris dignissim erat. Sed auctor dictum lorem.  Nullam lobortis sodales mi. Donec elit risus, tincidunt vitae, dignissim accumsan, porta non, ligula. Sed non arcu. Etiam mollis vulputate purus. Nullam porta. Quisque odio. Sed non pede. Nulla ac purus et nunc placerat iaculis.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Praesent sodales, nulla ut porta pharetra, lectus massa convallis lectus, vel rhoncus ante nunc blandit tellus. Cras ullamcorper, leo eget adipiscing faucibus, magna sapien pretium nisl, ut gravida orci mauris dignissim erat. Sed auctor dictum lorem. Cras elementum augue quis tortor. Vivamus metus sem, volutpat eget, pellentesque eu, ornare ac, tortor. Curabitur sed velit quis nisl aliquet pretium.


Event Details

Who:

What:

Where:

When:
 

Media

Include your contact info for the media, special instructions and any invites.

For more information the media can contact the event organizer direct at....
Backstage passes are available to members of the media, pleases contact...Name, phone, email and link to your press page/media section on your website.

General Public

Use whatever is appropriate to address your 'public audience'...

Examples:

County Music Fans 

Rock Fans 

Fine Art Connoisseurs 

Parents With Preschoolers  

Note: Because your press release is released online and is 'publically visible', you are speaking directly to the 'general public' as well as providing the editor/reporter with information on how the 'general public' should contact you about the event.

Note: The term for this type of press release (when sent to media and posted online) is 'news release', however the term 'press release' is commonly used for both.

Tickets are available at....

For more information contact sales at....Name, phone, email and a link to the event details on your website.




###
(### signifies the official end of the release)

Additional images - fliers  -PDF's (links)

 

*Note: Plain text will include the text only, no images or special formatting other than the line breaks. Links and links to additional info will be included.

*Focus on 1 subject matter!

The above sample press release contains 500 words if you remover the 'instructions text'.

As you can see there is limited room in a press release to cover multiple subjects, so stick to 1 subject matter and highlight the most important facts and aspects.

If you must include another subject mater, be very brief, and only mention it at the end of your 'Why' details paragraph(s).

Note: 1 subject matter press releases tend to be more effective.

*Online only press releases

Online online only news releases should follow the same format, you may omit the top section:

(Top section omitted for online only releases)
For Immediate Release:
Contact: Your Name (required)
(optional your title)
Your logo can go here
(optional)
Phone: (required)
email: (media contact required)
Website: (optional but recommended)

*You may also send a 'Media Alert'

Media alerts can be very affective, as these are short and go directly to the point.

Media Alert: Your Title Lorem ipsum dolor sit amet
  
Los Angeles, CA - August 8, 2009 --
event image 1
Picture Caption: event image - add the names of any people in the image
(unless it is a 'crowd' image)
1 or 2 lines introducing the event.

Event Details

Who:

What:

Where:

When:
 

(details the 'why' - be brief 1 line, max 2)

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Praesent sodales, nulla ut porta pharetra, lectus massa convallis lectus, vel rhoncus ante nunc blandit tellus. Cras ullamcorper, leo eget adipiscing faucibus,

Media

Include your contact info for the media, special instructions and any invites.

For more information the media can contact the event organizer direct at....
Backstage passes are available to members of the media, pleases contact...Name, phone, email and link to your press page/media section on your website.

General Public (here you are not speaking to the 'general public' as above, but to the editor/reporter, providing them with how the public should contact you)

Tickets are available at....

For more information contact sales at....Name, phone, email and a link to the event details on your website.


###


*See press release writing tips for more information.

*Need more help? Contact the author of this page: William Schroyer: 1-888-775-1557.


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