As an event organiser, you put so much time, energy, and love into producing wonderful experiences for your attendees. But even the perfect event can be a flop if the word doesn’t get out!
There are many ways to promote and build excitement for your event: Social media, posters, and adverts, to name just a few. But have you tried getting media coverage for your event through event press releases?
Event press releases might seem old-fashioned, but traditional media coverage (think local newspapers and regional publications) can help you tap into crowds that you haven’t reached yet. And the primary way to catch a journalist’s attention is to send out a press release.
In this guide, you’ll find real-world event press release examples from successful event organisers — along with helpful guidance on how to nail your next PR campaign.
Should I bother creating a press release for my event?
To be completely honest, it’s not always worth the effort to create a press release.
It depends on the type of event you’re promoting. Remember, press releases are for “newsworthy” announcements. While there’s no formal definition of what’s newsworthy or not, here are some examples of events that are worth producing a press release for:
✔️ A major festival, conference, or other large event
✔️ A product launch party or launch event
✔️ A charity event
✔️ An event with a genuinely unique angle
✔️ A “first” in your area (like the first food and drink expo in your town)
✔️ A community fun run or another group activity
✔️ A big concert or artistic performance
Some events that may not necessitate a press release include:
❌ An open mic night at a local pub
❌ A recurring event series that happens often
❌ An internal event, like a company retreat or training
❌ A small private event with a limited number of tickets available
The main goal of a press release is to snag media attention for your event, and some events (like the ones mentioned above) simply have a better chance of catching a journalist’s eye.
Write your event press release from a journalist’s perspective:
- What makes this event newsworthy?
- What’s the “why” behind the event?
- What’s the unique angle that makes it stand out?
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Finally, remember that press releases are just one part of your event marketing strategy. Take some time to consider the promotional channels that are a good fit for your event type and target audience. There are plenty of free ways to market your event!
Event press release examples
Wondering what event press releases should look like? Below are some examples event organisers used for their events.
1. Film event press release example
Read the media release example here 👉 Adventure Cinema Halloween Outdoor Cinema Tour
Why it works:
- Briefly summarises the key details — featured films, locations, and what to expect from the event
- Includes a call to action — A link to the website to buy tickets
- Builds excitement and engagement — lays out details of the cinema’s locations and why it perfectly ties in with the Halloween theme
- Summarises the event details — the tour dates and preview of the locations
- Includes ways to learn more — contact details and call-to-actions for readers
The popular outdoor cinema organiser Adventure Cinema tours the country setting up cosy outdoor film experiences. They partner with Eventbrite to sell tickets and attract attendees to events in cities all over the UK each year.
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2. Community event press release example
Read the press release here 👉 Big Family Day Out! in Lancaster
Why it works:
- Catches the reader’s attention — Explains the lineup for the event has been confirmed
- An exciting community-focused event — The Big Family Day Out! is a one-day event in different locations around the UK
- Family-friendly event — The event is perfect for attendees of all ages, supported by images of previous events to show the activities available on the day
Xplosive Events hosts these fun-filled family-friendly days in tons of different locations around the country. The event organiser uses Eventbrite to sell tickets and manage their event planning.
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3. Festival press release example
Read the festival press release here 👉 Summertime Live Returns
Why it works:
- Builds excitement — Provides a list of the acts performing at the day festival
- Includes all the details — Covers the what/where/when briefly with a call to action to learn more
- Encourages readers to act — Explains that the event is almost 80% sold out to incentivise readers to move quickly
- Published in a local newspaper — picked up by the Maidenhead Advertiser for local publication
Summertime Live hosts lively music festivals and events all over the UK each year. They partner with Eventbrite to plan, promote, and execute these fan-favourite community festivals.
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4. New product press release example
Read the product launch press release example here 👉 Sweet Treat Food Festival Launch Event in Colchester
Why it works:
- Follows a standard format — sets a professional tone that conveys the key points of the Sweet Treat Launch event, including times and even a map showing the event’s location
- Clear call to action — Provides a clear link to buy tickets for the event
- Provides contact information — clear contacts for media and business inquiries
Sweet Treat Food Festival is a new confectionary company that is using Eventbrite to market and sell tickets to its launch event in Colchester.
Get started with your own event press release with our free event press release template. And don’t forget to read our comprehensive guide on how to write a press release for your next event.
So 🤔… Can AI write my event press release for me?
Artificial intelligence (AI) can help you run your business more efficiently. But can you use this technology to write press releases?
Yes, you can — but it’s important to have human eyes on the end result to add more details on your own.
With Eventbrite’s AI-powered tools, you can easily craft your event descriptions, call to action, and more with the click of a button to use as content for your press release.
Alternatively, AI platforms like ChatGPT are great for asking simple questions or prompts.
To demonstrate, here’s a prompt and ChatGPT’s response:
Prompt: Write me a press release announcing a half marathon charity event on February 16th, 2024.
Here’s a portion of the press release below:
As you can see, ChatGPT follows the standard structure of a press release well. Add more details, and you could have a good starting point.
How should I distribute my event press release?
Creating your press release is an important first step. Now it’s time to get your event some well-deserved attention!
There are several approaches worth considering:
- Reach out to local journalists directly via email.
- Use a press release distribution service, like PR Fire UK or Meltwater.
- Send your release to event directories and websites that cover events in your region.
- Research publications and journalists that cover news for your specific niche (like a food and wine blog for your upcoming wine-tasting event).
A press release provides a great starting point for an event PR blitz to promote your event and reach a wider audience. You can even repurpose some of the content to use in social media posts and other promotional materials.
Build excitement and drive attendance with a well-crafted event press release
Press releases can be a valuable tool in your arsenal of event promotion tactics. Using the event press release examples above, you can get ideas on how to write a press release that truly stands out from the crowd.
Of course, press releases should be just a part of your overall strategy. Sign up to Eventbrite today to learn how to sell more tickets and attract bigger crowds to your next event.
