Press Releases for Events, Tips and Examples

Another recommendation would be to emphasize the location of the event, that is, "The best SEO event in Alicante," as this type of thing catches the attention of local media. Thanks to this, you can achieve real mentions in local media. Ideally, you should have literal contacts of journalists and be able to send it directly to them.

It is also a good option to include mentions of sponsors in the event press releases. For example, with the premium sponsor kit, mention is included in the press releases.

This has a double benefit because, on one hand, it will help you attract sponsors.

And on the other hand, you promote the event: "This event collaborates with large companies that have helped bring it to fruition such as sponsor 2, sponsor 3..." You can't put a thousand, otherwise they won't publish the press release.

3- Final Recommendations

Finally, he recommends playing with lots of data, statistics, and figures, which is what interests journalists the most. That is the approach and orientation we should give to press releases for events.

– There should be plenty of data around and a lot of clickbait in the title.

– There should be things that connect with the business fabric.

– And above all, being press releases that are about SEO (or any other specific topic: health, economy...) they should be in a "Sesame Street" style language, meaning very well explained, so that the journalist can understand it well (who does not have to know about all topics).

"98% of searches in Spain are on Google, which is why it remains vital to be among the first. With the aim of uncovering how to hack Google's algorithm and appear in those positions, 3,000 specialists gather in Alicante on July 28."

And if you personally research and get the emails of journalists, when sending press releases for events, you can tell them:

"Hey, I think this event might be of interest to you, and we also have special press passes for you, you just need to let us know and you'll have a privileged spot in the front row to interview whoever you want and so on"

This usually works to encourage journalists to cover the event or at least publish the press release, which is the goal.

How to Write a Press Release for an Event

We have already seen how a press release aimed at promoting an event should be well-written, adapt to journalistic structure, provide relevant information, and do so in an entertaining way.

Well, pulling a bit more on the thread, we can say that writing a press release specifically designed to promote an event is not difficult. You just need:

• A good title that encourages clicks and grabs attention.
• A clear lead that goes straight to the pain point. Get to the pain point and show them how attending your event will solve it.
• A body that explains what was presented in the lead in a fun way, encouraging them to buy tickets for the event. You can talk about the speakers, the titles of their talks, and how important they are in the sector, but without boring or going on too long.
• Always remember to ask journalists to link to the corporate website. Request it in the email where you attach the press release; a link to the website from the news is very important.

Where do you send this release?

To newspapers, to various media specialized in your topic, and to the target audience interested in your event.

In this regard, Unancor can help you. We act as an intermediary, offering you a personalized proposal to find the most appropriate media for your event's press release.

Much more than press releases. Value articles in relevant media.

In the next section, going a little further, we will tell you some more strategies to consider regarding press releases for events.

Press Release Strategies for Events

At this point, we will focus on other strategies to promote an event with press releases.

It is important to keep some aspects in mind:

• Before writing the press release, you must define a clear objective to effectively focus the content. Do you want to attract attendees to the event? Do you want to attract sponsors?
• The content must be relevant, 100% original, and it should be clear who the special guests are and the unique value of the event. Attach videos and images if you see fit.

Target Analysis

Who is my event aimed at? This is the first question you should ask yourself if you are going to organize an event of this nature because your promotional strategy will change significantly: you will have a more closed or broader target audience.

Depending on the target, you can define what type of event you are going to organize.

For example: Suppose the event is about Plastic Surgery.

Then you have a well-defined target that you can further subdivide based on other factors:

• Basic, intermediate, advanced knowledge.
• Languages (speakers who speak English or only Spanish).
• Surgeons, nurses, pharmacists.

The Intrigue Method

Gradually announcing the speakers of the event is a promotional strategy used.

Different announcements of speakers and sponsors are made throughout the year as the event approaches.

This serves to help attendees decide if they have any doubts by seeing the professionals who will be present.

Exclusivity

Events are exclusive when they are focused on a more limited target audience that has certain characteristics (they form a collective or have knowledge of a topic).

Exclusivity is also promoted in events, facilitating access to a networking lunch or dinner after the talks, at a set price where you can have conversations about the event's topic with the speakers who have given their presentations or a roundtable with questions for some of the speakers.

Discount Coupons for Early Reservations

Remember what the goal of all this is: to sell more tickets. Fill the event venue!

This implies spending on promotion and capturing all eyes from the beginning. Is it profitable for you to offer a discount coupon for the first purchases until a deadline?

Do it. You will be surprised by the result.

Combine discount coupons with a good mailing action and an original press release with good copywriting and a title that encourages clickbait; with the aim of selling a good number of tickets in the first days of promotion.

Leverage Social Media with Videos of the Speakers

This, nowadays, is essential.

I can't imagine an event without the support of social media. In 2023, 4.5 billion internet users regularly use social media. A figure that is expected to continue to gradually increase based on the parallel rise in mobile device users! Source Statista

And of course, the official accounts of the event (depending on the market niche, it can be LinkedIn, Twitter, or Instagram) take advantage of this:

• They post videos of influencers and tag them to get retweets and comments to increase visibility.
• They initiate conversations with the speakers to generate debate and good vibes.
• They announce sponsors, tag them, and continue expanding their visibility.
• They organize some streaming or webinar with different speakers and broadcast it on Twitter, Instagram, and other social channels with the aim of capturing leads (you sign up for the webinar and then they send you a promotional newsletter or even the event's press release).
• They share posts from industry blogs where they are mentioned or discussed. At Unancor, we have a good database to achieve themed sponsored posts. For this, you can use our Affinity Tool. By applying the Local Filter, you will find media by the province that interests you for your event.
• You can do link building to your press release and try to position it in the top 3 for the event name).

Confess, have you ever bought a ticket for an event because you were “hooked” by one of these marketing strategies?

I have no doubt you have.

By the way, during the event, do not abandon the event's social media and take care to promote the hashtag, photos, and videos of the attendees. Those who stayed home will not stay home next year after seeing all the shared material. Encourage their desire to attend!

Originality

Here, the most original and different proposal wins. The fact that every year, even if the event is on the same theme, the organizers include some game or contest in which attendees can interact.

Fun is never at odds with professionalism or the quality of an event, so don’t hesitate to introduce innovative promotional ideas to stand out from the rest.

The Smile Strategy

Making people laugh is the best strategy (and if not, just ask any Community Manager).

Do not give your event a formal character. It is not necessary. People want to learn, but they also want to have a good time. Good vibes are always positive.

Encourage it!

• With the colors of your landing.
• With your logo.
• With your copy.
• With promotional videos or videos from previous years.
• With your official and genuine press release.

Varied Newsletters

I know many clients who ask me for a copy text for emailing to promote an event, a new product, or a new business. They send it and that’s it.

Wrong.

The best approach in these cases is to tell a story, and here the storytelling technique has a lot to say. I recommend developing a strategy with several newsletters aimed at that person who opens your emails (they are interested in your event), but has not yet bought their ticket.

For this, I would do some cleaning and personalize the newsletter for those who do open your emails. You should direct the sequence to them.

For those who do not open the first part of your story: resend the same newsletter with a more appealing title. Don’t abandon them, you can still convince them.

Organize a raffle for a couple of tickets, a t-shirt, or something similar to capture email addresses of people interested in attending the event. Then try to find out why they haven’t bought their ticket yet and offer them a solution (if it’s the price, a discount coupon; if it’s the location, an online streaming, etc.).

Examples of a Press Release for an Event

To summarize a bit, here is an example of what a press release for an event could look like. With this model, you can easily create your press release.

– Place the event logo or, failing that, the logo of the organizing brand, at the top of the document.

– Start with a catchy title (clickbait) that represents the event.

– Include the city and date at the beginning of the first paragraph.

– Write the most relevant information at the beginning and share the information, paragraph by paragraph, from most to least important.

– Finally, you should provide the contact information of the company or person to contact for more information about the event.

– Don’t forget to include high-quality images or videos that are not commercial content. For example, photographs of the stand with which you participate, or of the photocall if you are attending. Press releases for events tend to be a bit more detailed and extensive. But don’t overdo it and keep it simple, otherwise, they won’t publish it.