How Many Releases Should I Send for My Event?
This is going to be your organisation’s best event yet. You’ve picked the right venue, you've got the best caterer in town, and the agenda is going to knock the attendees’ socks off. How can you ensure that your event is both well-attended and receives maximum media coverage?
PR Newswire's research indicates that employing a multi-part press release strategy significantly improves event participation and media coverage. We recommend distributing several releases on a set schedule timed to maximise visibility for your event news. This strategy is effective because it allows for more nuanced and sustained communication about the event. Instead of a single, potentially overlooked announcement, a multi-part approach can build anticipation and create buzz by releasing information in stages and keep your event top-of-mind over a longer period.
Promoting Your Event is as Easy as One, Two, Three
Each release can have a specific theme, appealing to diverse media outlets and their audiences and targeting various editorial calendars. To ensure your event receives optimal attention, consider this three-part approach:
1. The Announcement:
The initial press release, sent well in advance (potentially months before the event), targets publications with longer lead times. This allows various outlets ample opportunity to plan comprehensive coverage and develop in-depth feature stories. It also gives plenty of time for your desired attendees to update their calendars and start making plans to attend your event.
The timing of this release will also depend on what details you have confirmed. While not everything needs to be set in stone, including key details like date, location, and teasing any major themes or topics is important for this first release. All of this information will get your audience excited about participating in your event and make it clear to them what they’ll take away by attending.
2. The Reminder:
A second release, distributed closer to the event — ideally, three days to a week before the event date — serves as a crucial reminder, highlighting key benefits and encouraging last-minute attendance (particularly if there is an option to participate virtually). Revisit the exciting highlights you teased in the announcement and now include more details, like who you have confirmed as main speakers. Always make sure to emphasise why your event is relevant and necessary for your audience of both journalists and attendees.
3. The Recap:
Finally, a post-event release capitalises on the event's momentum, sharing key highlights, multimedia and generating excitement for future activities. This is your time to confirm your event’s importance within your industry and promote future growth by getting people excited for whatever you have planned next!
In summary, this strategic approach offers several key advantages:
- It expands reach by targeting various media outlets with different publication cycles.
- It reinforces key messages and increases the potential for media coverage.
- It helps maximise the return on investment by extending the event's impact beyond its conclusion.
But Don't Skip the Event Recap!
A post-event press release is particularly valuable, allowing you to capitalise on your event's success and share notable achievements. For those who couldn't attend, it gives them a glimpse into what they missed, and for those who did, it reminds them of what they were a part of.
For journalists in particular, it provides valuable content, summarising key takeaways and sharing multimedia from the event. Follow-up coverage from your event is another opportunity to promote the event's success on your behalf and potentially fuel future participation.
To effectively create a post-event release, make sure to include these crucial elements:
- Key Highlights: Summarise the event's most significant moments and achievements.
- Data & Statistics: Share relevant data, such as attendance figures and results.
- Multimedia: Include photos and videos from the event to enhance engagement.
- Call-to-Action: Encourage readers to learn more or take a specific action.
The Bottom Line
Your brand’s events are definitely newsworthy stories worth media coverage. Cision's 2025 State of the Media Report underscores the importance of promoting your event via press releases. Its findings reveal that:
- 41% of journalists globally want access to event information relevant to their industry.
- 33% of journalists consider invitations to industry events a top way to connect with brands.
By implementing a comprehensive press release strategy, organisations can significantly improve their event media coverage and attendance, all while building stronger relationships within their industry.
Need help creating an event release that resonates? Download PR Newswire's Definitive Guide to Crafting an Engaging Press Release today and unlock the secrets to capturing media attention, driving engagement and achieving your communication goals.
