If you’re planning an event—whether it’s a product launch, conference, or community project—chances are you want people to know about it. One proven way to do this is through a well-crafted news release. A strong example of a news release on an event does more than just announce the date and time—it tells a story, generates buzz, and gives the media a reason to cover your event. But what exactly is a news release for an event, and why does it matter? In this article, we’ll walk you through what makes an effective event news release, how to structure one, and how to use the right angle to attract media attention and increase visibility.
Key Points
- Journalists and readers are more likely to care if you show what makes your event timely, relevant, or impactful. Including a compelling hook or story angle helps it stand out.
- A good example of a news release on an event includes a clear headline, dateline, key event details, a quote from a speaker or organiser, and a company boilerplate.
- Targeting the right media outlets, using press distribution platforms, and promoting your release on social media helps ensure your message reaches the right audience.
What Is an Event News Release?
An event news release is a formal, written statement that gives journalists and the public key information about an upcoming or recently completed event. It covers the who, what, when, where, and why of the event in a clear and concise format. A good example of a news release on an event will include all the essential details: purpose, speakers or performers, venue, date, and highlights that make the event newsworthy.
There are two main types:
• Pre-event news releases aim to build excitement and encourage attendance.
• Post-event news releases share results, outcomes, or key moments after the event has ended.
Why Write a News Release for an Event?
Still wondering whether it’s worth the effort? Here are some practical reasons why many organisations choose to create and distribute event news releases:
#1. Increases Visibility
A good example of a news release on an event gets your event in front of more people. When distributed through media channels, it helps attract attention from journalists, bloggers, local news outlets, and even potential attendees. If your event is tied to a major theme, such as tech innovation, sustainability, or charity, it has an even better chance of getting featured.
#2. Builds Credibility
When your event is featured in credible publications or local news, it boosts your brand’s authority. A professional, well-written news release makes your event look legitimate and well-organised, which encourages both media and public interest.
#3. Drives Media Coverage
Journalists scan news releases for story ideas. A compelling example of a news release on an event can land you media interviews, guest articles, or on-the-ground press coverage at the event itself. All of this adds to the visibility and perceived success of your event.
#4. Allows Targeted Communication
A press release helps you speak directly to the right audience. For instance, a release about a fintech event would likely be sent to business editors or finance journalists, while a fashion show release targets lifestyle reporters. This level of targeting ensures your story lands where it matters most.
#5. Boosts SEO
Writing a news release for an event and publishing it online can improve your digital footprint. Search engines index press releases, which means anyone searching for similar events can find yours. A well-optimised example of a news release on an event includes relevant keywords and can show up in Google News or on industry-specific platforms.
#6. Controls Your Narrative
You don’t have to wait for others to interpret your message. A news release gives you full control of how your event is presented. You can highlight what’s most important, quote the right people, and frame the narrative in a way that aligns with your brand goals.
How to Write a News Release for an Event (With Tips That Actually Work)
Below are key steps to help you write a strong news release that captures attention and increases your chances of getting covered:
#1. Start With a Strong Structure
Every effective example of a news release on an event begins with a strong foundation. That means writing a headline that grabs attention, followed by a clear dateline and a lead paragraph that answers the five Ws—who, what, when, where, and why. Your readers (and the media) should understand the purpose of your event within the first few sentences. After that, use the body to add quotes, context, and any relevant data. End with a call to action, your company’s boilerplate (a short “About Us” section), and press contact info.
#2. Find a Newsworthy Angle
Don’t just announce your event—sell its importance. Ask yourself: What makes this event special or worth talking about? Is it the first of its kind? Are industry leaders attending? Is there a charitable cause tied to it? A great example of a news release on an event doesn’t just say, “We’re hosting a seminar”—it highlights something unique, like a surprise guest, a product launch, or a record-breaking goal. This is what makes your story worth picking up by the press.
#3. Target the Right Journalists
Sending your release to everyone is a waste of time. An effective example of a news release on an event reaches the right people—those who already cover similar topics. For instance, if you’re launching a tech conference, target tech and business reporters. If it’s an art show, focus on culture writers or local entertainment editors. Build a list of relevant journalists and outlets who are most likely to be interested. The more targeted your distribution, the better your chances of media coverage.
#4. Avoid Buzzwords—Stick to Substance
Phrases like “groundbreaking”, “unforgettable”, or “next-level” sound nice but mean nothing without proof. A professional example of a news release on an event avoids fluff and focuses on facts. Instead of hyping your event, describe it. Mention specific speakers, features, performances, or what attendees will learn or gain. If there’s data, quotes, or past success stories to support your claims, include them.
#5. Include All the Crucial Details
Don’t make journalists dig. A great example of a news release on an event includes all the basics right up front—date, time, location, and ticket or RSVP info. But don’t stop there. Add what makes this event exciting: a celebrity guest, a notable host, a product demo, or a cause you’re supporting. If it’s open to the public, say so. If it’s an exclusive event, mention how to request access or media passes.
7 Tips for Crafting a Powerful Event News Release
Writing an event press release may seem intimidating at first, but with the right structure and strategy, it becomes a lot more manageable—and incredibly effective. Here are seven practical tips to help you write a strong, professional, and newsworthy release—plus an example of a news release on an event structure you can use as a reference:
#1. Craft a Captivating Headline
Your headline is your hook. It’s the first thing a journalist or reader sees, so it must grab attention fast. A good headline clearly states the event and what makes it important—whether that’s a groundbreaking launch, a major speaker, or a timely theme. For instance, instead of a vague “Tech Conference Coming to Lagos”, try:
“Lagos to Host First AI-Powered Startup Summit – Innovators, Investors to Attend”
A strong headline like this sets up a compelling example of a news release on an event and increases the likelihood of media pickup.
#2. Lead with the Essentials
The opening paragraph should answer the “5 Ws” of journalism: Who, What, When, Where, and Why. This gives journalists all the critical information they need to understand and report your story. Example:
“LAGOS, NG – April 25, 2025 – TechBridge Africa has announced its annual Innovation Forum, taking place May 30th at Landmark Event Centre. The event will spotlight 20 African startups, including live demos, investor Q&A sessions, and a pitch contest.”
#3. Include Quotes to Humanize the Story
Incorporate a quote from the event organiser, a key sponsor, or a notable guest. Quotes add credibility and personality to your press release, helping to bring your announcement to life. For instance:
“This forum gives African startups a platform to connect with real investors and mentors,” said Aisha Bello, co-founder of TechBridge. “We’re not just talking innovation—we’re investing in it.” A good quote adds value and helps your release read less like a dry notice and more like a real story.
#4. Focus on the News Hook
Every event has something unique—your job is to spotlight it. Is this the first time it’s happening? Are you featuring a celebrity speaker? Is there a social impact angle? Your example of a news release on an event should centre around this hook. Journalists are more likely to cover events that feel relevant, exclusive, or tied to current trends.
#5. Use Bullet Points for Key Details
Make your release easy to scan. Bullet points are especially useful for:
- Event highlights
- Notable attendees or speakers
- Key topics or sessions
- Registration links
- Social media tags or hashtags
They increase readability and help busy reporters (and readers) absorb the key facts in seconds.
#6. Add Visuals and Multimedia
Including a link to images, video trailers, or digital brochures can significantly enhance engagement. Journalists love having ready-to-use assets, and visuals make your story more shareable online. If you’re referencing an example of a news release on an event, one with multimedia is often more appealing. Make sure your visuals are high-resolution and easy to download.
#7. End with a Solid Boilerplate and Contact Info
Wrap up with a brief paragraph about your organisation—your mission, background, and contact details. Also include a clear call to action: Should people register online? Is there a media pass available? Provide all the next steps. A typical boilerplate might look like this:
“About TechBridge Africa: TechBridge is a non-profit organisation empowering African innovators through mentorship, funding, and global partnerships. Contact: media@techbridgeafrica.org | +234 123 4567.” This format is often included in every good example of a news release on an event, ensuring professionalism and completeness.
Distribution Tips to Maximize Reach
You’ve written a solid release; now what? Distribution is the critical next step—because even the best-written example of a news release on an event won’t have any impact if it doesn’t get seen by the right audience. Here’s how to distribute your event press release strategically for maximum exposure:
#1. Use Targeted Media Lists
One of the most effective ways to distribute your release is to send it directly to journalists and media outlets that already cover events like yours. For instance, if you’re hosting a business conference, focus on business editors, industry bloggers, and local business reporters. If it’s a music or art event, entertainment writers and culture publications are your best bet.
You can build a custom list by:
- Researching past articles about similar events.
- Using media database platforms like Muck Rack or Prowly.
- Checking contact sections on news websites and magazines.
- Following relevant journalists on social media.
When you send it out, include a short, personalised email that explains why the event is relevant to their audience.
#2. Submit to Press Release Distribution Services
For broader visibility, consider using a professional press release distribution platform. These services send your news to multiple outlets, websites, and newsrooms at once. Some platforms also offer features like SEO optimisation, multimedia embedding, and analytics.
Top options include:
- PR Newswire
- Business Wire
- GlobeNewswire
- 24-7 Press Release
- Nigerian PR agencies and local distribution services for region-specific events.
These platforms often provide ready-made examples of news releases on event templates and formats, helping you get everything polished before hitting send.
#3. Post on Your Website’s Media Page
Make sure your event news release lives on your own site too. Most organisations have a “Press” or “Newsroom” section where they upload press releases, event recaps, and media kits. This improves your search engine visibility and gives journalists or bloggers an easy way to verify and pull information about your event.
#4. Share via Email Newsletters
Your mailing list is already full of people who care about your brand. Sharing an example of a news release on an event through an email blast is a great way to notify loyal followers. media partners, collaborators, and influencers. Make the email clean and direct, and include a link to register, RSVP, or learn more.
#5. Post on Social Media Channels
Once your release is live, create visually engaging posts tailored for each platform:
- LinkedIn for professional audiences.
- Instagram Stories or Reels for behind-the-scenes teasers.
- Twitter (X) for short, timely updates and hashtags.
- Facebook Events for direct engagement and RSVPs.
Include a snippet from your example of a news release on an event, a strong visual, and a link for more details.
#6. Send to Local Media and Community Boards
If your event is community-focused or local (e.g., a nonprofit fundraiser, workshop, or exhibition), reach out to:
- Local newspapers (digital and print)
- Radio stations
- Community bulletin boards
- University or city blogs
- Event calendars (e.g., Nairaland Events, Eventbrite Nigeria)
Local press is often more accessible and interested in regional happenings, especially if your event has a community impact.
#7. Collaborate with Influencers and Partners
If you’re working with sponsors, speakers, performers, or co-hosts, ask them to share your press release through their own channels. This instantly expands your reach. Provide them with a media kit or pre-written captions they can easily post on social media or email to their lists.
How Long Should an Event Press Release Be?
A good event press release example is usually concise, typically between 300 and 800 words. However, there are plenty of times you might want a longer release, like for many speaker announcements or a multi-day recap. The important thing is to put essential information in the first paragraph, then use short paragraphs and bullet points for easy scanning.
What Is an Example of a Media Event?
Celebrity events: Award ceremonies, red carpet events, and celebrity photo opportunities are all considered a type of media event, where the event is orchestrated for the purpose of introducing a chosen narrative into the media.
What Should Be Included in a Post-event Press Release?
A post-event press release should include a summary of the event highlights, attendance numbers, and key outcomes. Include quotes from organisers and participants, and mention any records set or major announcements made. Be sure to include a mention of your next event, if you have one set.
Need help spreading the word about your event? Use this pre-event news release template to generate buzz and attract media attention.
Pre-Event News Release Template.PDF
Conclusion
Crafting a great event press release isn’t just about writing well—it’s about delivering the right message to the right people in the right way. By following these seven steps and referring to any solid example of a news release on an event, you’ll be better equipped to earn media attention and attract attendees.
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