Now, imagine you receive an invitation for a birthday party, with no details on where you should be or when. That certainly wouldn’t be the most welcoming invitation in the world, would it?

A reporter would feel similarly. If you want them to attend, you have to make it easy on them. Making your when and where obvious in your press release will increase the likelihood of seeing some RSVPs come through.

In addition to your “five W’s,” you’ll need to add the H: how? If you’re writing this for the general public, this means explaining how they can obtain tickets or sign up to attend.

Similarly, if you’re hoping to increase media attendance, you’ll have to tell them who they need to contact to sign up (with up-to-date contact information) or direct them via hyperlink to the sign up form.

And finally, a good event press release should explain why this event is worth attending. What makes your event the best of its kind? How will attendees benefit? By emphasizing the value, you’ll drive intrigue and attendance.

Take a look at this example^[7] from Conway announcing its 15th annual World Forum for Foreign Direct Investment. While the title may be a little long, you’ll notice it covered the what, where, and when all within the introduction paragraph.

Additionally, you’ll notice Conway emphasized that it was its 15th annual World Forum. Emphasizing frequency as they did legitimizes your event and helps to set your company apart as an industry leader.

In the second paragraph, the quote from a key person helped to explain the why and provided emotion to an otherwise objective press release.

The registration instructions for both the general public as well as the media wrap up the press release and provide the reader an opportunity to interact further.

New Hire Press Release

Companies use a new hire press release^[8] to announce important changes in leadership.

New hire press releases typically focus on high-level executives (think C-suite and equivalent), and act as the formal announcement to inform customers, investors, and the general public of the hire.