The essentials
Dateline, event name, dates, times, full address, ticket price or free entry, and a one-line news angle.
Event press releases
Event press releases that reporters actually use
Last updated: November 2026. Published by Susan von Seggern.
How do you send a press release for an event?
Send an event press release by giving one outlet an exclusive or briefing key reporters first, then emailing the release to targeted media, and posting it to a newswire if the budget allows. That is the press releasing model Susan von Seggern uses, and her main website hosts many past event releases.
The four steps of an event announcement
Choose an exclusive or a pre-brief
Offer the story to one outlet first as an exclusive, or brief key reporters ahead of the public announcement so they can prepare coverage.
Release and service by email
Once the news is public, the release is emailed to targeted media contacts rather than blasted to everyone.
Post to a newswire, if budgeted
A wire release adds distribution and a permanent public record. Susan recommends Business Wire for its respectability.
Follow with sustained outreach
The release opens the door. Follow-up pitches, podcast outreach and lead service responses keep the story moving.
Exclusive, pre-brief, email servicing or newswire: which is right?
Each distribution option in Susan von Seggern's model does a different job. Most announcements use more than one.
| Option | What happens | Best when | Cost note |
|---|---|---|---|
| Exclusive | One outlet gets the story first | One outlet matters most to your audience | No distribution fee |
| Pre-brief | Key reporters are briefed before release | Several outlets need time to prepare | No distribution fee |
| Email servicing | Release sent to targeted contacts | Every announcement | Part of outreach work |
| Newswire (Business Wire) | Release posted to the wire | Wide distribution or a public record matters | Paid; Susan has an annual deal that saves clients money |
What should an event press release include?
Reporters need every fact in one place. Releases in the press releases archive on susanvonseggern.com show what that looks like.
The story
Lineup or speakers, what is new this year, sponsors, charity beneficiaries and a quote from the organizer.
The access
How media can attend, who to contact for interviews, and where to find images.
This page supports the main guide on event PR in Los Angeles. Learn about the other pillars on the event media relations page.
How we chose what to include
The steps and options above come directly from the press releasing pillar Susan von Seggern describes on her main website. Each option is compared on what happens, when it fits and its cost. No wire prices are listed because none were supplied.
This page was written by Susan von Seggern, who publishes this site about her own services. It is not an independent review. Read more on how this site forms its advice.
Common questions
Short answers to what event producers and companies ask most. See all 44 answers on the event PR FAQ page.
How does Susan announce an event to the media?
She announces significant milestones with a press release using either an exclusive or a pre-brief model. One outlet can get the story first, or key reporters are briefed before the public announcement. The release is then serviced by email to targeted media and posted to a newswire if budgeted. Her main website hosts many past event releases.
See this answer in the FAQDo I have to pay for a newswire to announce my event?
No, a newswire is optional. Susan’s press releasing model starts with an exclusive or pre-brief, followed by email servicing to targeted media, and posting to a newswire only if it is budgeted. When a wire is used, she recommends Business Wire for its respectability and has an annual deal that can save clients money compared with one-off releases.
See this answer in the FAQWhy does Susan recommend Business Wire?
Susan recommends Business Wire because of its respectability. She has an annual deal with Business Wire that significantly saves her clients money compared with buying one-off releases from Business Wire or other wires. Ask about current wire costs when you discuss your campaign, since the right choice depends on the release and the audience you need to reach.
See this answer in the FAQWhat should I prepare before hiring an event publicist?
Gather your event dates, venue, lineup or speakers, sponsors, ticket details, images and your key news. Note any milestones you want to announce, such as a headliner or a charity partner. Clear facts make for stronger press releases and pitches. Releases on Susan’s site show the detail reporters expect, from times and addresses to quotes.
See this answer in the FAQWhich event PR tactic should I start with?
Start with the tactic that matches your news. If you have a clear announcement, a press release with an exclusive or pre-brief is a strong first move. If you have an expert spokesperson, lead service monitoring and podcast pitching can build coverage over time. If your event is highly visual, media invitations and photo moments come first.
See this answer in the FAQWhy do some events get no media coverage?
Common reasons include no clear news angle, pitching too late, sending the same generic release to everyone and not following up. Coverage is also harder when outlets are crowded with competing events. Susan’s approach answers these with sustained outreach, an exclusive or pre-brief model for releases, targeted email servicing and daily lead service monitoring.
See this answer in the FAQHave news to announce?
Send Susan your event dates, location and what makes it newsworthy. Event and corporate inquiries go straight to her contact form.