How to Write a Press Release for Your Event
The press release objective is to make announcements about your event which eventually have an impact on absorbing the audience. The subject must have news value so it can grab the media's attention. For example, if your event is a car exhibition and a reputable university joins, such a case can be covered as a news story.
Put your event's logo and info on the press release and format it on your letterhead. Maintain harmony; if you use a certain design and color today and different ones another time, the media won't remember you. Determine the period of release, for example ASAP or a certain day.
Every press release has a lead in which all the keywords are mentioned. Both the final audience and the journalist must find out the topic from the lead. It must include a summary of the news, be as brief as possible, not more than 150 words, and excite the audience. If your lead is not written carefully and elegantly, the audience won't continue reading, and it will be your loss.
Never use the pronouns "I" and "we"; use the third person. Proofread it. Put a title on top of the lead, continue with the content, then a brief conclusion, then a relevant photo, and at the end your company's info as the event organizer, with the contact info of the person who will be the media liaison. The whole package must not exceed 500 words and one single page. Write it in concise, direct and simple language, and avoid unfamiliar and sophisticated terms. You write it not for yourself but for the audience. Apply story-writing techniques.
The press release is not formulated for the media. The media is only a means to convey your message to audiences. If your goal in preparing the press release is marketing and sales, you will lose both the media and the audience. The audiences expect to read a news text, so formulate it as a reporter without enforcing the sales perspective, but have a sales strategy behind the text, and provide a landing page for it. The better your press release is provided, the higher priority the media consider for its release.