I’ve spent my career on all sides of the event PR, from local radio and blogs to organizing concerts and gallery shows, and now helping thousands of event organizers get press through Vesta’s marketing platform. For me over and over again, earning press coverage for an events is one of the most impactful ways to boost awareness and credibility.
When your event is featured in the media, you’re reaching a high-affinity audience that trusts that outlet. High-affinity means that the audience of that media outlet trusts the outlet’s brand and by being association they trust the recommendations that media outlet makes. People have lost trust in national media outlets, but continue trust their local media outlets.
Press coverage also gets you in front of audiences in your community that you might not reach on your own website or owned channels or even with social ads. Unlike ads or social posts, news stories carry an implied endorsement, a stamp of credibility, that can dramatically increase interest in attending.
Beyond more awareness and trust, the SEO (search engine optimization) benefits of press are real too.
A well-placed press release picked up online can generate backlinks and brand mentions that help future attendees find you. A 2024 study found that brand mentions (not just backlinks) are a key factor in Google’s search algorithm. Not only will media mentions increase the likelihood of this specific event appearing favorably in search, it will also increase the ranking of mentioned brands (like your venue, a band, participating non-profits, etc).
Press coverage can drive attendance and enhance your brand’s reputation in ways that no other tactic can match. At the very least, it’s an important part of your marketing mix.
Press Releases vs. Media Pitches: Why Both Matter
Let’s clear up a common confusion: press releases and press pitches are not the same thing.
I’ll admit, for years I treated them like the same thing. But experience taught me there is a important difference.
A press release is an official announcement. A structured, information-packed document broadcasting your news widely.
A media pitch is a personalized invitation or story idea you send to a specific journalist.
The goal of a press release is to provide all the facts (the who, what, when, where, why of your event) in a publish-ready format, as described in resources like Remote PR Jobs’ breakdown.
The goal of a pitch is to persuade the journalist that your event or offer is worth a story, by highlighting a compelling angle or exclusive opportunity.
What really drove this home for me (and informed Vesta’s pitch strategy we recommend to our event customers) is Brody Wooddell’s book, Get Your Brand Featured on Lifestyle Shows and Websites (For Free): Insider Tips from an 11-year Lifestyle Editor. It’s a great read if you’re trying to get more local press coverage for your events or brand in general.
A release might be blasted out via a newswire or email to many outlets at once. It’s formal, objective in tone, and often follows a template. The upside is that some press outlets might just post that release as-is, but many won’t unless they have an existing relationship with you.
A pitch is usually a short email to one reporter, written as one human talking to another. It frames the story and offers a hook (“why now?”, “why this is interesting”) beyond the basic facts. Ideally this is uniquely relevant to that journalist’s audience. We also see experiential offers for journalists work really well (again, recommended in Brody’s book).
In practice, you often need both. The press release serves as the fact sheet, all the details a journalist needs if they decide to cover the event. The pitch is the attention-grabber, the reason they should care in the first place.
In my own workflow at Vesta, we’ve started recommending a pitch first with a press release afterwards IF there are lots of details required. Most of the time, we’re just seeing a pitch by itself with some quick facts about the event do well.
When we invite journalists to actually attend classes and events, our positive reply rate jumps to 8.4%. Standard releases get 5%. The types of replies change a lot too. Pitches to attend an event result in more features vs inclusion in listings. Standard releases only occasionally result in a feature. That gap is massive in local media where every response matters.
Journalists (especially in local media) are drowning in templated press releases that all look alike. By default, a press release lands in their inbox as a bland announcement. A pitch, on the other hand, treats the journalist like a human, not just a distribution point.
It might say, “Hi [Name], I saw you covered community arts events, we’re hosting a night market next week with a cool twist (fire dancers and a charity fundraiser). If you’re interested, I’d love to set aside a media pass for you or arrange an interview with the local artist…”
See the difference? The pitch invites them into the story; the press release simply states the story.
I can’t overstate this: reporters respond to story opportunities, not just statements of fact.
They want access, a chance to experience or see something exclusive, not just an attachment in an email. They want an angle that will make their content stand out.
Of course, this doesn’t mean press releases are obsolete.
They still have an important job: once a journalist is interested, the release gives them a ready-to-go set of facts and even quotes to pull from. This is why we sometimes include them in the first pitch email, just after the main content of the pitch.
Many newsrooms (especially smaller ones) will literally copy-paste segments from a well-written event press release into their brief or calendar listing. A good release ensures accuracy and saves the reporter time.
But to get them to open that release, often you need the personalized touch of a pitch.
Bottom line: use media pitches to spark interest and press releases to supply information. I recommend pitching targeted journalists individually and having a polished press release ready for anyone who bites.
PS. Vesta’s Press Release feature can help you write a pitch and press release as well as distribute it to 20+ local reporters. Most of the reporters we distribute to are specifically in our network because they cover events, things to do, food, etc. Learn more.
In the next section, I’ll share how to make your press releases as compelling as possible, which, by extension, makes your pitches stronger too.
How to Write Event Press Releases That Actually Get Picked Up
Writing an event press release isn’t about adhering to some stiff template. It’s about making it effortless for media to say “Yes, we’ll cover it.” After all, you can send out 100 press releases, but if none get a response, what’s the point?
Here I’ll distill some best practices I’ve learned (and many align with broader guidance from PR resources and editors).
1. Lead with a clear, timely hook.
Don’t bury the news. Your headline and first sentence should answer “What is happening and why it matters right now.” Editors are drawn to timely stories, and it helps to tie your event to a broader trend, season, or pressing issue when you can (see principles discussed in AKCG’s local media coverage guide).
Also, ensure the basics (the “5 W’s”) are apparent at a glance: Who, What, When, Where, Why, which is standard press release structure. You don’t want key information like this missing.
As a rule of thumb, if someone reads nothing but your headline and first two sentences, they should know the gist of the event and why it’s newsworthy.
2. Keep it concise and factual, almost like a media alert.
Journalists are skimmers. For events, your release often performs best when it reads more like a media advisory: brief, clear, and easy to scan.
More fluff is likely to get skipped.
Test out your press release with our Free Press Release Analyzer. You’ll get instant, honest feedback about how to improve your release or pitch.
In practice, that might mean your whole release is 4 to 5 short paragraphs max, plus a boilerplate. If you have a fascinating backstory, you can hint at it (or save it for the pitch or an interview), but your press release isn’t the place for a full narrative.
Think bullet points more than prose. Using a bulleted list to highlight key event features or stats can make a quick impact.
Remember, the goal is not to impress the public with your creative writing. It’s to arm a journalist with info they can use immediately (see AKCG).
3. Frame the story and the angle in the release.
If a reporter has to figure out the story angle themselves, they’re less likely to bother. Help them out.
In your press release, you can include one sentence that suggests the bigger story or context. Basically, answer the “so what?” with context, not just facts. A pitch does this more explicitly, but your release can reinforce it.
4. Targeted distribution and personalization (Relevance > Reach).
Even the best press release will flop if it’s sent to the wrong people. A huge mistake is blasting your event release to every media contact you can find.
Instead, build a small list of journalists who already cover your type of event or topic. It’s far better to send 10 highly relevant emails than 100 generic ones. Personalize your outreach email when you attach or paste the press release, even one line of context can help.
I’ve seen targeted pitches to a dozen outlets yield more coverage than a 200-outlet newswire blast, simply because the right people got the info.
That’s why we built Vesta’s AI Press Release tool to distribute to our networks of local journalists who already cover events and things to do. We have local networks in 300+ markets that continue to get more personalized over time. Our tool also personalizes each message to be as specific as possible for that exact contact.
5. Make the journalist’s job ridiculously easy.
Provide everything they might need in the press release or accompanying email. This includes high-resolution photos or artwork, links to video clips (if applicable), brief bios, and clear contact info for follow-up.
Again, I’ll plug our free Press Release Analyzer here. It gives very detailed, brutally honest feedback on your press release to help you make sure you’re sharing all the details a journalist will need before they have to ask for it.
A well-placed release can also create lasting SEO value through online pickups and increases the odds you’ll show up in AI searches as well.
One pro tip: have an online media folder ready (Google Drive, Dropbox, etc.) and include the link in your release (“Media kit with photos, B-roll, and FAQ: [link]”). Editors love when they don’t have to ask you for stuff. Having a link is better than trying to include media as attachments.
6. Write a killer subject line (for your email pitch).
Since most press releases are emailed these days, the subject line is effectively the headline that the journalist sees. It needs to be short (ideally under ~50 characters) and specific.
Do not get cutesy or vague. Clarity wins.
Also: paste your release text in the email body below your pitch message. Many journalists won’t open unsolicited attachments so don’t attach it as a PDF and include media as a reputable link (Google Drive, Dropbox, etc).
7. Use quotes to add humanity, not jargon.
Too many press release quotes add nothing. Instead, use the quote to provide a human perspective or insight, something a reporter could directly copy into an article to give it color.
Authenticity is key. If you’re using AI or templates to draft, edit quotes so they sound like a real person talking. Journalists can sniff out canned quotes quickly.
8. Timing and follow-up.
Send your pre-event press releases about 2–3 weeks before the event (for daily and weekly media) or even 4–6 weeks for monthly magazines.
After the event, consider a post-event press release to share the outcomes (attendance numbers, money raised, memorable highlights). Post-event releases are underrated, and event PR guides often call out recap releases as a useful format (see vFairs’ event press release guidance).
Build relationships whenever you can. If a journalist covered your event, send a quick thank you note. Over time, a small group of go-to media folks will start to see you as a reliable source of interesting events.
Now that we’ve covered the strategy and writing tips, let’s look at real examples across different types of events. I’ll highlight a press release example (and when possible, a media pitch or advisory example) for each event category, with some notes.
Event Press Release Examples (with Pitches) by Type
Below I’ve compiled examples of press releases, and a few media pitches/advisories, for various common event types. Each example is a real-world headline (linked to the full text) that shows how others have successfully earned press. I’ve also noted a “more examples” link for each category, which points to future deep-dive articles on those specific event types.
Concerts & Live Music Events
Press Release Example: NEW EDITION, BOYZ II MEN & TONI BRAXTON JOIN FORCES FOR “THE NEW EDITION WAY TOUR”
This is a textbook concert announcement. Note how the headline packs star power and the tour name, instantly grabbing music editors. The release (via PR Newswire) goes on to list dates and cities, and even presale info, making it very useful for media and fans alike.
Media Pitch/Advisory Example: Media Advisory: Bay Area Debut of Scotland’s Highly Praised Maxwell Quartet
This is an example of a media advisory for a classical concert debut. It leads with an exciting hook (a highly praised quartet’s Bay Area debut) and then bullet-points the what/when/where.
More Press Release Examples for Concerts & Live Music: (See our upcoming article with a full collection of concert press release samples and pitch tips.)
Festivals (Music, Arts, Food, Cultural)
Press Release Example: Inaugural Art of Cheese Festival Announces Event Lineup
A fun example of a niche food festival release. The headline makes clear it’s the first year of a new festival (“inaugural”) and focuses on the lineup.
Media Pitch/Advisory Example: Media Advisory: Concert of Colors – Detroit’s most beloved free, global music festival!
This media advisory hits the high notes: it’s free, it’s long-running, and it has a unity theme.
More Press Release Examples for Festivals: (Coming soon: examples spanning music fests, food and drink festivals, cultural fairs, and how to pitch their seasonal and travel angles.)
Community & Local Events
Press Release Example: On Dasher, On Blitzen, A Christmas Village comes to Falconwood Park in November, “Falconwood Frosty Nights – Christmas Village & Lights”!
This press release includes all the details necessary without moving too far into marketing copy. It shares compelling quotes from the owners, vendors, and partners that have local reputations that are referenced. They were also able to sneak in important details about the expansion of their facilities that might not have gotten previous news coverage. This was done in a tasteful way that made sense in reference to the sprawling event.
Media Pitch/Advisory Example: (For a typical community event, you might do something like) “Media Advisory: Neighborhood Block Party Revitalizes Historic 5th Street – Live Mural Painting & More.”
More Press Release Examples for Community Events: (Upcoming: real examples of local park openings, neighborhood fairs, city-sponsored events, and advice on pitching to hometown news and calendar editors.)
Nonprofit & Fundraising Events
Press Release Example: Hall of Fame Village to Host Faith Leadership Event Featuring Craig Groeschel and Tim Tebow on November 9
This release grabs attention by name-dropping notable figures in the context of a leadership event. For charity events, always highlight the cause or star power right up front.
More Press Release Examples for Nonprofit & Charity Events: (Coming soon: examples like charity runs, benefit concerts, galas, and volunteer events, plus tips on framing “the why” to media.)
Art Exhibitions & Cultural Openings
Press Release Example: West Coast Debut of Jordan Casteel’s First Solo Museum Show at the Cantor
Museum and gallery press releases often use a headline like this: artist + exhibition + what’s notable (first solo show, debut, etc.). This one makes it newsy by saying “West Coast debut,” which signals exclusivity.
More Press Release Examples for Art & Museum Events: (Upcoming: gallery opening releases, museum exhibit announcements, public art installation PR, and how to package visuals and stories for the arts beat.)
Theater, Comedy & Performing Arts
Press Release Example: The Wheeler Opera House Announces a Dynamic Summer Lineup Featuring Immersive Mystery, National Geographic Storytelling, Grammy-Winning Americana, and a Bold Theatrical Revival
This example shows how to announce a slate of productions. It names recognizable works, which grabs theater journalists, and ties it to a season program.
More Press Release Examples for Performing Arts Events: (Coming: examples for theater premieres, comedy festivals, dance performances, plus tips on engaging critics and arts editors.)
Classes, Workshops & Educational Events
Press Release Example: Bonsai Bar Expands to Colorado: Bringing Hands-On Bonsai Workshops to Local Breweries
A new series of events launching locally prompted multiple journalists to ask to attend (another signal that pitches to attend could work for us). By including multiple locations, it gave a wider reach of hyper-local outlets that only cover a surrounding town or neighborhood a reason to cover the release.
More Press Release Examples for Workshops & Classes: (Upcoming: examples like community education programs, tech meetups, public lectures, and how to get coverage in listings and lifestyle columns.)
Grand Openings & Launch Events
Press Release Example: The Groom Shop by Michael Andrews Hosted Grand Opening Event on October 12th in New York City
It nails the basics: who/what, when, where. For grand openings, highlight what’s new and why the audience should care.
More Press Release Examples for Grand Openings: (Coming soon: store and restaurant openings, venue launches, re-openings after renovations, plus tips on writing advisories for ribbon cuttings.)
Conferences & Industry Events
Press Release Example: RainFocus Announces Annual Flagship Event for 2024 in Salt Lake City
For conferences, the release should highlight differentiators: keynote speakers, timely themes, record size, partnerships, or anything truly notable.
More Press Release Examples for Conferences: (Upcoming: tech summits, academic conferences, and guidance on targeting trade publications and using post-event releases for SEO and thought leadership.)
Post-Event Press Releases & Recaps
Press Release Example: Identiverse® 2025 Delivers Record Attendance as the Industry Convenes to Shape the Future of Identity
This is a post-event press release headline done right. It focuses on the outcome (record attendance) and the broader significance.
More Press Release Examples for Post-Event Recaps: (Upcoming: examples of post-event releases for fundraisers, festivals, and conferences, plus tips on turning event data into newsworthy angles.)
Closing thoughts
Press coverage might feel like an elusive art, but it boils down to understanding what journalists need and delivering it with clarity and a human touch. Leverage press releases for the substance and media pitches for the sizzle.
When you do it right, your events can earn headlines that drive real results, from ticket sales to lasting community trust. Keep these examples and tips handy as you plan your next event PR push. With practice, you’ll start developing that sixth sense for what makes a newsroom perk up.
And remember: every reporter you’re trying to reach is just a person on the other end of an email. Speak to them as such, offer value, and show genuine enthusiasm for what you’re pitching.
Want help writing and distributing your press release to local outlets? Schedule some time with us to learn how we can help.
(This article was written by the Craig Heron, Director of Marketing on the Event Vesta team and supported by AI for research and formatting.)
