Press Release Format for Events: How to Make Your Announcement Newsworthy
Planning an event? Make sure your press release tells a story, not just sells one. Learn how to find a newsworthy angle, structure your content, and capture media attention that makes your event stand out.
PR isn’t advertising… and that’s a good thing
It can be tempting to treat a press release like an advert when promoting an event and getting people to attend, but that’s not what journalists are after.
Advertising says, “Come to our event.”
PR says, “Here’s why this event matters.”
That shift in focus is what makes a press release newsworthy. Instead of leading with offers or sales language, look for the story, the people involved, the purpose behind the event, or how it connects to something happening right now.
By framing your release around impact instead of promotion, you’re speaking the same language as journalists and giving them a reason to share your story.
What makes a press release newsworthy?
Journalists read hundreds of press releases every day. The ones that actually get published do so because they have a clear reason why their readers should care.
A newsworthy press release should answer questions like:
- Is it relevant? Does it matter to the audience and publications you’re hoping to target?
- Is it impactful? Does it help, inspire, or affect a community, industry, or group of people?
- Is it unique? Is there something unusual or innovative about your event, guest speakers, or approach?
- Is it timely? Does it feel timely or urgent? Journalists love a story that fits naturally into what’s already in the news cycle.
If your story ticks even one of these boxes, it’s likely to get noticed. The key is to focus less on what you’re selling and more on the value your story brings to others.
For example, rather than saying “Company X hosts an event,” try highlighting what makes it important: “Local tech firm hosts event to help young entrepreneurs launch new startups.” The second version instantly feels more relevant, community-focused, and worthy of coverage.
How to make your story newsworthy
Now that you know what makes a story worth covering, the next step is to frame your event in a way that attracts attention, start by:
- Leading with purpose. Explain why your event is happening and what makes it meaningful, not just what’s taking place.
- Connect it to the bigger picture. Tie your event to a current issue or trend. Timely context helps journalists see why it’s relevant right now.
- Support it with substance. Use facts, data, or credible quotes to give your story depth and authenticity.
- Keep it clear and concise. Make it easy for journalists to grasp your story in seconds. If it’s not obvious, they’ll just move on to the next one.
Adding quotes from event organisers, sponsors, or keynote speakers can also make your press release more engaging. Choose quotes that add insight and that helps tell the story rather than repeat information.
Good Formatting = Better Results
When you write, you have to follow a defined press release format. While this may seem to limit creativity from a standpoint, it serves an essential purpose.
Following an established press release structure ensures journalists can quickly find the key details they need. Since they receive hundreds of releases every month, a familiar, professional layout helps your story stand out for all the right reasons!
If you’re unsure where to start, look at recent articles from reputable organisations or news outlets.
Share your news with confidence!
If you’re looking for expert help creating a standout press release, PR Fire has you covered.
Our professional press release writing service includes a one-on-one consultation with an experienced PR writer, who will help identify the most compelling angle for your story. With our team of skilled journalists, we’ll ensure your message connects with the right audience.
Ready to get started? Book a call to discuss your campaign or place your order today.