I’ve seen event presenters panicking at the thought of sending out press releases, fretting about little details and fussing over the guidelines. If you go by the definition, a press release is an article that announces your event to the media industry (primarily, journalists) so that they further write and publish about it. Of course, there are a certain points you should keep in your mind when you write a press release because journalists are busy folks and they don’t have the time or patience to go through five hundred words to soak up the gist of your event. But do you really need to keep a hundred guidelines in your mind or are six crucial bullet points enough? I think you’ll be fit to make a decision once I tell you about the six tips that will help you draft an impressive press release for your event:
- Focus on quality. You have to keep your press release to-the-point, undoubtedly, but that shouldn’t disturb the essence of your article. Normal people are going to read your press release, and it might be the first impression you create in front of them. So, make sure the language you use is publish-worthy and appealing to the readers.
- Find the sweet spot. Every event has a highlight, a sweet spot, which is responsible for roping in 70-80% of the target audience. Make use of this when you’re writing the headline for the press release. This may be an exclusive speaker, an exquisite venue, or a scrumptious cuisine – you ask around and see what interests people the most about your event.
- Use bylines. A byline comes right under the headline and is not more than 15 words. The function of a byline is to enhance your press release and bring out a key factor of your event. For example, if your press release is titled “Wildhorse: Next Stop For The Tenors”, your byline could be a little elaboration of the title and could be something like: “The Tenors to continue their Under One Sky tour and perform live at Wildhorse Resort”
- Cover the 5 W’s. As mentioned earlier, journalists are busy folks and definitely not big fans of long-form. Cut your press release short by addressing the 5 W’s – what, where, when, who, and why – in a nutshell.
- Back up your body with quotes. Quotes are pretty impressive in press releases, so go ahead and put in words of your guest speakers, past attendees, or other mentions that your event has received elsewhere. This will boost up your event’s identity in front of your readers.
- In conclusion. The last paragraph of your press release should be very crisp, where you wrap up the story and include contact information about your client and maybe your team as well. Also, put in a few details of what exactly your client does in this paragraph.
If you really want to excel in the art of writing press releases, you can adopt these habits:
- Read plenty of good newspapers.
- Refrain from using hyperbolic adjectives.
- The press release should be written in the third-person format (no ‘I’, ‘We’, ‘You’ etc. unless it’s a quote).
- Don’t exceed 300 words.
- You can add a pitch letter along with the highlights of the story.
- Place three “#”s at the end of the press release, center aligned.