What's the best way to create and distribute press releases and media kits for your event?

1 Know your audience

Before you write anything, you need to know who you're writing for. What are the goals, interests, and preferences of your target media outlets and contacts? What kind of stories do they cover and how do they present them? How do they prefer to receive pitches and materials? Do some research and create a media list that matches your event's theme, industry, and location.

2 Write a compelling press release

A press release is a concise and informative document that announces your event and highlights its key features and benefits. It should answer the basic questions of who, what, when, where, why, and how, and include a catchy headline, a strong lead paragraph, and a clear call to action. It should also follow the standard format and style of a news article, with short sentences, active voice, and factual tone. Avoid hype, jargon, and unnecessary details, and proofread carefully.

3 Create a useful media kit

A media kit is a collection of supplementary materials that provide more information and resources about your event and organization. It can include items such as photos, logos, bios, testimonials, FAQs, fact sheets, and links. It should be organized, branded, and easy to access, either as a downloadable folder or a web page. It should also be updated regularly and tailored to different media segments and platforms.

4 Distribute your press release and media kit

Once you have your press release and media kit ready, you need to send them to your media list at the right time and in the right way. Ideally, you should send them at least two weeks before your event, and follow up with a personalized email or phone call. You should also use a reliable and professional service or tool to send your press release and media kit, such as a wire service, an email marketing software, or a press release distribution platform. You should also monitor and measure the results of your distribution, such as open rates, click-throughs, coverage, and feedback.

5 Leverage your online channels

In addition to sending your press release and media kit to the media, you should also use your own online channels to promote your event and share your story. You can post your press release and media kit on your website, blog, social media, and online event platforms, and encourage your followers, partners, and attendees to share them. You can also create and join online conversations about your event, such as hashtags, forums, podcasts, and webinars.

6 Build relationships with the media

Finally, you should not treat your press release and media kit as a one-time transaction, but as an opportunity to build long-term relationships with the media. You should follow up with the media contacts who showed interest or covered your event, thank them for their support, and provide them with any additional information or assistance they may need. You should also keep in touch with them until your next event, and offer them exclusive access, interviews, or previews.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?