Even with all the new aged media, getting coverage from the media can still make a big impact on the exposure of your event – particularly if you’re not a well-established brand. By writing a well put-together news release for an event, you will be sure to stand out from the crowd.
Here is how to structure your release to ensure satisfaction of your readership:
Top of the page
You should start your release with some pretty important elements:
– Your company logo
– Date of your release
– Contact names & numbers
– Event date and time
– Event location
Tip: Make sure the contacts you include will be available to answer questions about the event. It may even be worthwhile to more than one person or a generic number as you want to ensure there is always back up.
Your headline is what most people read. It should be boldfaced and interesting. In just 3-5 words, write a headline that sums up your event. Use the present tense and a bold easy to read font. If your event represents the first or the largest of its kind, or ties into what is currently going on in the news, make sure you highlight those facts in the headline.
Tip: Be sure to use ‘st’ words in your headline such as “first”, “largest”, “biggest” etc.
Write a few paragraphs that outline the event as clearly and concisely as possible. This portion of your release will usually include two to three paragraphs. Structure your release like a news story, putting all the important information in the first paragraph and mention interview possibilities and visual moments.
Include quotes from an organiser or leader in your release will increase your organisations credibility and if your location has a tie in with the event, mention this too. This part of your release could be more descriptive however do not exceed more than one page. If journalist want more information, they will contact you.
Tip: Don’t use exclamation points and too many adjectives and exaggeration will make your organisation seem overeager.
Sending your release
Find contact information online for news outlets – targeting newspaper sections, local radio and TV presenters and individual reporters that specifically cover events. You can find such information by finding a media contacts database or by distributing your release through a press release distribution company.
There are three best times to distribute your event related release:
1. Send a release with enough lead time to prepare (5-10 days prior)
2. On the day of the event as a reminder
3. After the event, detailing who showed up and any results
It is best to send these releases to the same media contacts each time.
If you have an upcoming event that you would like media coverage for, you can post your event on AAP’s Event Calendar. Find out more
It takes a bit more than sending out invitations to get the attention of the media. That’s why we’ve created an eBook with everything you need to know about planning an event for media coverage.
Closer to home the media team at Medianet has been gleaning direct feedback on how journalists in Australia and New Zealand view press releases and derive different types of value from them.
Written by Medianet’s Marketing team