Journalist B: Putting just the name of the event, the date and the link to a Facebook page description is extremely bad practice. If you didn’t feel like copying the info from your FB page to the email, you can bet that I have no interest in it either. Plus, I am not obligated to have an account on every social media site.
Journalist C: Attachments are incredibly important. They must be of appropriate size and format so that looking through them will not require time and effort.
5. The frequency of calls, emails, and follow-ups
Journalist C: Calling in your press releases is typically frowned upon and is generally treated like telemarketing. Journalists try to distance themselves from such PR pros. On top of that, it’s usually an intern without a clue that does the calling. It’s a little easier when you personally know the journalist.
Journalist D: There is one thing that we really don’t take kindly to. That is sending the same press release to all the email addresses at our office and repeating the process every couple of days. That will undoubtedly land you in the spam folder.
6. Overconfidence and not telling the truth
Journalist B: A certain music store wanted to promote their event so much that finally, their rep said that the reader “would like to know about this kind of an event.” That effectively ended our conversation. If that’s how you feel then you should go with paid advertising. Here’s another true story from my time in the city pages: Some PR department announced an event, the paper wrote about it, after which the PR dept. called and asked to add that the event is a closed event. But nothing beats the fact that every so often I get calls asking to print some info about an event in a newspaper that has not been put out in years. Once a lady called me, wanting to publish something in our sports section. I asked her when last she had seen our paper. She said “Yesterday.” The only problem was the paper hadn’t been published for six months then, and when it had been, it had never had a sports section.
Journalist D: It is very unprofessional, yet common, to call and ask, “Has anything been printed yet?” If you really need to know, buy the paper and check. It’s the same story with calls wanting to know if we got the press release.
7. Anything positive to add?
Journalist C: One positive thing is that I get more and more information from online press bureaus. I just get the title, the lead and a link where I can find the whole text with pictures and graphics. It’s really helpful, especially that such emails are not large and I can also go back to them.
Journalist B: There are tour guides in Warsaw that give such great previews of their city walks on their blogs or social media, packed with interesting facts and tidbits of information, that making a story out of it is a breeze. Some PR pros have taken their cue and now successfully imitate this style in their press releases.
Journalist D: Calling may not always be bad. Sometimes we get a poorly written press release, but later the PR dept. or an agency calls and clarifies or fills in on some info that for some reason was omitted. And it turns out that that’s exactly what we’ve been missing for the article.
Journalist B: Yes, but before you call you must know what you want to talk about. Most calls I receive start with: “Hello, we sent you a press release about the premiere of XYZ. I just wanted to know if you got it. Is there a chance it’ll get published? Did you find it interesting?” It always starts like this.
Event press release template
If you’re short on time, we’ve prepared a sample press release template for announcing an event that you can download in doc or pdf format. However, for the best results, we recommending reading this whole guide.
Event press release examples
We’ve included a couple of various press release examples for events below, ranging from music festivals to networking events.
- Multiple networking events press release example
- Music festival event press release example
- Non-profit event press release example
Networking event press release example
Music festival event press release example
Non-profit event press release example
Summing up – how to write a press release for an event
The first thought that comes to mind after reading this is that a big part of creating effective press releases is the ability to think critically about your every project. The other, showing any signs of automating your tasks in contacts with the press is a sure recipe for disaster. But to truly sum up this article, I would like to share a piece of advice given to me by my first PR boss when I was starting out – “The key to success is to know and like the media. Getting to know the way they work, their office realities, and listening to their anecdotes about their experiences with PR pros.” Just like the ones shared above. Today, I can honestly say that following this advice has brought much better results than learning from my own mistakes.
- ^ how to write press releases (prowly.com)
- ^ media contacts database (prowly.com)
- ^ good pictures (prowly.com)
- ^ press release template for announcing an event (prowly.com)
- ^ Prowly’s Press Release Creator (prowly.com)
- ^ Multiple networking events press release example (prowly.com)
- ^ Music festival event press release example (prowly.com)
- ^ Non-profit event press release example (prowly.com)
- ^ 1st day of the Pol’and’Rock Music Festival (newsroom-en.wosp.org.pl)
- ^ creating effective press releases (prowly.com)
- ^ know and like the media (prowly.com)
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