Ultimate Guide to an Outstanding Virtual Event Press Release

Virtual events have had a huge success during the COVID-19 global pandemic, and they’re not going anywhere. Big and small businesses are turning to virtual events to attract their audience, promote their products, share news, and build brand awareness. Organizing a brilliant virtual event is one thing, but ensuring it gets the desired attention is a whole other thing. That’s why you need to learn how to write an outstanding virtual event press release.

A virtual event press release is supposed to ensure that the public and the media know about the event you’re about to throw. If you write it like a professional, you’ll be able to reach your target audience, get media coverage, and achieve the ROI you’re hoping for.

If you’re not sure how to write an exceptional virtual event press release, here’s a guide with all the steps you need to take.

Strong Press Release Title 

You want your press release to be attention-grabbing and instantly awaken interest in the reader. Journalists and media representatives don’t have the time to read every single email or message they receive. They’ll only read something truly interesting.

This is why your virtual event press release title needs to be:

• unique
• informative (telling what the press release is about)
• fun/entertaining

You want to hit all the right buttons with that single line of text and ensure everyone wishes to read more and find out the details. Here’s a couple of examples:

• The Seven Cellos Perform Live at D-Music’s Virtual Orchestra Summit
• Belgrade Dance Festival: Choreographer Mary Bryant Talks Ballet, Art, & Love
• SEO Conference: Guest Speaker Marketing Expert Jonah White 

It shouldn’t take the readers more than one look at your virtual event press release title to decide whether they’ll keep reading or not.

Event Summary

The next paragraph of your press release should serve as the lead to continue on a high note. It’s supposed to:

• summarize what the announcement is about
• briefly describe the main idea of this virtual event 

The lead paragraph should give a quick overview of the press release and motivate the readers to keep reading.

Detailed Event Description

Now that you’ve got their full attention and they’ve decided they want to learn more about your virtual event, you need to provide all the essential information. The best way to do it is to answer the following questions:

• Who’s hosting the event? Who’s the main guest/speaker/performer?
• When will the virtual event take place? 
• What can the media representatives and guests expect from the event?
• Where will it be hosted? Which virtual event platform will you use to stream the event?
• How can people attend? Should they buy tickets, or is it free? Is there a limited number of participants?

This paragraph is supposed to answer all the questions the readers might have on their minds. Providing the key information is crucial for the success of your press release and, consequently, your event success. 

Write Naturally

The tone and language of your press release will influence how the readers perceive it and whether they read the whole thing or not. Here’s what you should avoid at all costs:

• exaggerations
• overpraising
• promising unimaginable fun and a good time
• using a bunch of empty adjectives

Using this type of sugar-coating and poetic language will make your press release weak. Media representatives don’t need you to make it sound like an invitation to an amusement park. Instead, they like:

• facts
• data and figures
• meaningful information

So, write your press release naturally, using everyday language and setting a professional tone. If you lack experience and this is challenging for you, an affordable academic writing site can help you produce high-quality written content. Use it to write your press release like a professional and ensure it gets the attention it needs.

Include a Quote

To add another interesting layer to your press release, include a quote from a credible person that has something noteworthy to say. It could be anyone associated with the event:

• the quest speaker announcing what they’ll talk about
• your company’s CEO
• the main event organizer

The quote should focus on the event’s value and give a personal or professional opinion of why people should attend. Statistics show that 80% of people join virtual events for educational purposes, so you could focus on this aspect. It could also look back at similar previous event success. 

Use Visuals

Writing a virtual event press release is not just about the written content you’ll be using. It’s also about the visual elements you’ll add to make it stand out and catch people’s attention.

This is why you should make your press release visually appealing:

• add an image showing your virtual venue, main guest, or your event team
• use brand colors, fonts, and company logo
• add some textual information to the images

For instance, you’re organizing a virtual product launch, and you’ve included an exclusive photo of your new product. Add some context to the image using on-image text such as “Product Launch in April” or “XY Launches in April.”

Visuals send a clear, instant message and help you make your press release more appealing, which will help your events be more successful. Use them to make a better first impression.

Include Links & CTAs

The final touch of your virtual event press release should be a strong CTA along with a link to applying to the event. You want to make sure that the readers find it easy to follow the link and:

• buy tickets
• book their virtual seats
• get more information about the organizers, guests, or event schedule

Include a CTA such as:

• Book your seats now!
• Get tickets!
• Learn more!

This will make your virtual event press release more practical and inviting, which is exactly what you want to achieve. 

Finish With a Boilerplate

A virtual event press release should end with a boilerplate. It’s the paragraph found at the bottom of the page that briefly describes your organization. It contains information such as:

• your company/organization name
• your vision or mission
• what you do for your customers or members
• contact information

This will let the media know who’s sending this press release, and who they can contact for further information.

Final Thoughts

To write an outstanding virtual event press release, you have to incorporate all the right elements and set a friendly, inviting tone. You also have to make sure all the right information is easy to find and understand.

The 8 tips we’ve listed above will help you write exceptional virtual event press releases and get the attention and attendance you want.