The main purpose of an event press release is to generate buzz and excitement and for it to be well attended by your target audience. However, it can be tricky to make your press release shine and grab the attention of journalists in an age of information overload and the fast paced nature of social media.
Here at MediaHQ we see the value and importance of creating a successful press release and have experienced firsthand some of the do’s and don’t’s.
What elements should it include or exclude? How much information is too much or too little? Is an immediate release better than a time limited release? Follow our tips below to guide you through the process.
What’s your type?
There are two main types of press releases:
- Immediate release—This is where information can be shared as soon as possible as the event is happening soon.
- Time Limited—This is where information should not be shared until a specific date as the event isn’t happening for a while.
However self explanatory this might seem, it it important to distinguish what type of press release applies to you as the timing of your release can be crucial as to how it impacts your audience. Having a press release for an event too far in advance can lose the momentum of excitement you are trying to gain.
Organising a specific format to follow is essential when creating a press release:
- Headline—Having an eye catching headline is probably the most important part of your press release as this is the tool you are using to entice your audience to read on. You don’t want to have too much information in the headline, simplicity is key. It should contain the basic details of the event such as the name, location or theme.
- Dateline and lead paragraph—This is the date followed by a concise explanation of the ‘who, what, where, when, why’
- Body—This is the part of the press release that explains the details of the event, why people should attend and how they will benefit by attending. It is usually between 2-3 paragraphs so it can be more descriptive than the previous sections. Make sure to use a professional tone, avoid jargon and clichés and keep the language vibrant by using active verbs.
It is not enough to end the press release merely on the description alone. It should also contain the following:
- Boilerplate statement—This is a piece of text that can be repeatedly used, similar to an ‘About’ page on a website. The boilerplate statement includes details of your company such as the service you provide, names of the key executives and the vision for your company. This follows the body of the press release.
- Contact information—This includes the company name, telephone number, the company’s website address, an email address and the key person to contact about the release. This is highly important to include as it will be the main access point for the media to get in touch for more information if needs be.
If you’re looking to send your event press release far and wide, MediaHQ can help you gain access to Ireland’s largest online media contacts database, give Gaye a call at 01 254 1845 or click here.