Event is a concept from the fields of probability theory, decision science and management science that explores how events, like births, marriages, divorces and disasters, emerge, gain momentum and flow. It is an approach to understanding life and the world through ruptures, which give rise to forms and flows at both a personal and societal level, from the micro-level of the individual’s life events, to the macro-level of historical revolutions, contemporary terrorist attacks and financial crises.
A press release should include a concise and impactful opening, as well as the most relevant information about the event. It should answer the five W’s (who, what, where, when and how) and provide a hook for your audience to keep reading.
Use professional language and a concise writing style. Use of slang, excessive exclamation points or hype can make your press release seem less credible and more like a sales pitch. A good rule of thumb is to keep the number of paragraphs to three or less. This will help prevent the reader from becoming disengaged and discouraged by a long, monotonous piece of text.
Make sure your press release includes a contact name and phone number, so journalists can follow up if needed. Also, include a link where people can find more information about the event, such as the website, if applicable. The more you can provide about the event, the more likely a journalist will be to write an article about it.
It is important to send your press release out in a timely fashion, but not too soon. If you send it too early, journalists might not have time to post it on their websites before the news breaks. However, if you send it too late, your audience may have already committed to other events and will not be able to attend. Aim for two to three weeks in advance.
Choose an interesting topic. If the topic is too familiar, it will be hard for readers to connect with your press release. Try to pick a subject that is newsworthy but also unique and innovative. For example, a conference about a new type of technology can be intriguing but not as compelling as one that discusses how to implement a new policy or business practice.
If you are hosting a live event, consider bringing in a celebrity speaker or panel of experts. This will give your event a high profile and drive traffic to your website. It is also a great way to build brand awareness. Be aware, though, that this strategy can backfire if your event is controversial or polarizing.