Hosting an event–whether it’s a product launch, conference, webinar, or charity fundraiser–can be a powerful way to engage your audience, generate buzz, and drive business growth. But even the most well-planned event will fall flat if people don’t know about it.
That’s where a strategic event announcement comes in. When done right, an event announcement can offer a range of benefits for your business. But how can you go about doing this?
In this guide to event marketing, we’ll break down the essential do’s and don’ts of announcing your event effectively. You’ll be able to fill seats, attract media coverage, and make a lasting impact.
Keep reading for more.
Why Your Event Announcement Matters
A strong event announcement does more than just share the date and location. When done right, it:
- Creates excitement: Builds anticipation with a compelling narrative.
- Drives registrations: Encourages early sign-ups with clear incentives.
- Secures media coverage: Gets journalists and influencers talking about your event.
- Boosts brand visibility: Expands your reach beyond your immediate network.
Whether you’re promoting through press releases, social media, email campaigns, or paid ads, following best practices ensures your announcement gets noticed.
The Do’s of an Effective Event Announcement
When crafting an event announcement, there’s a lot to consider. Make sure you understand the most important things to do.
1. DO Start Early & Build a Timeline
A last-minute announcement won’t give people enough time to plan. An ideal promotion timeline to work to could be:
- 6-12 weeks before: Make your first announcement and press release distribution.
- 3-4 weeks before: Send out reminder emails and post social media teasers.
- 1-2 weeks before: Make the final push with speaker highlights and last-chance incentives.
Note that this is just a guideline, and you may want to vary things based on your event. For large-scale events like conferences and trade shows, you may even want to start promoting 3-6 months in advance.
2. DO Craft a Captivating Headline
Your headline is the first impression. Make it irresistible.
An example of a weak headline could be: “Company X Hosts Annual Conference”. A much stronger alternative would be: “Industry Leaders Gather at [Event Name] to Reveal 2025’s Biggest Tech Trends”.
Some key elements of a good headline include:
- Specificity: What makes your event unique?
- Urgency or exclusivity: Limited seats, early-bird pricing
- Benefit-driven: Why should people care?
3. DO Include Key Details Upfront
Don’t bury critical information. Your announcement should answer:
- When? (Date, time, time zone)
- Where? (Venue, city, or virtual link)
- Who? (Key speakers, special guests)
- Why? (What’s the purpose? What will attendees gain?)
- How? (Registration link, ticket prices, deadlines)
Without this information, your audience could be left with a lot of questions. An effective event promotion is both engaging and informative.
4. DO Leverage Multiple Channels
Don’t rely on just one method. Diversify your promotion to reach a wider audience. Some useful channels include:
- Press release distribution: Use eReleases to reach journalists
- Social media: LinkedIn, Twitter, Instagram, Facebook Events, etc.
- Email marketing: Target past attendees, subscribers, and partners
- Paid ads: Boost posts for targeted reach
- Influencer & partner collaborations: Co-promote with speakers and sponsors
You can even try creating a unique hashtag to help track engagement.
5. DO Use High-Quality Visuals
People engage more with images and videos than plain text. Include different visuals, such as:
- Event banners or flyers with key details
- Teaser videos of things like speaker announcements and behind-the-scenes clips
- Infographics related to agenda highlights, attendee stats, etc.
Consider what’s most suitable to your event and most likely to resonate with your audience.
6. DO Offer Incentives for Early Action
Encouraging faster sign-ups can be beneficial. You can do this with:
- Early-bird discounts
- Exclusive perks
- Limited availability
Effective event marketing is one of the best ways to line up a successful event.
7. DO Follow Up & Remind People
Even interested attendees forget. Send out polite reminders to help maximize attendance. Some good options include:
- Email reminders (1 month, 2 weeks, and 3 days before)
- Social media countdowns (“Only 1 week left to register!”)
- Personalized outreach (Invite key prospects directly)
The Don’ts of an Event Announcement
All of the above can help with a successful event promotion. At the same time, there are some key things you need to work to avoid.
1. DON’T Be Vague or Overly Promotional
Clarity is crucial to make sure everyone understands the details of your event. Additionally, you don’t want to push it too much. If it feels too promotional, it could put people off.
2. DON’T Overwhelm With Too Much Text
Journalists and attendees scan quickly. Keep things concise and streamlined using:
- Bullet points for key details
- Short paragraphs (2-3 sentences max)
- Bold highlights for critical info
3. DON’T Ignore SEO Best Practices
More traffic means more attendees. Optimize your announcement for search engines and social media:
- Include relevant keywords
- Add meta descriptions for press releases
- Use alt text for images
4. DON’T Forget a Clear Call to Action (CTA)
Every announcement should tell people what to do next. Some typical examples could include:
- Register now at [link]
- Download the full agenda here
- Contact us for sponsorship opportunities
5. DON’T Neglect Post-Event PR
The promotion doesn’t end when the event does. What you do afterward can have a big impact:
- Send a recap press release
- Share photos/videos via social media and blog posts
- Follow up with attendees
How eReleases Can Help
At eReleases, we specialize in amplifying event announcements. We can help you do this through:
- Press release distribution: We can target journalists, bloggers, and industry influencers, putting your event in front of the right people.
- Professional writing services: Our experts know how to create media-ready announcements.
- Guaranteed media pickup: We’ll make sure the news of your event reaches top-tier outlets.
Ready to make your next event a sell-out? Submit your press release today.
Planning Your Event Announcement
A well-executed event announcement can make or break attendance. By following these do’s and don’ts, you’ll maximize visibility, attract the right audience, and create a buzz-worthy experience.
If you need help with your event announcement, the team at eReleases can deliver exceptional results. We have over 26 years of experience and can get more than 1.7 million sets of journalists’ eyes on your event announcement.
Contact us now to find out more about how we can help you.