Writing a Press Release That Actually Gets Read

Why Free Press Matters for Event Pros

Getting free press can feel like a stretch, especially when you’re already dealing with a mountain of tasks. But even if you’re buried under proposals, follow-ups, and scattered tools, you know how powerful a little buzz can be for your business. Free press means more eyes on your services, a boost in credibility, and new clients who actually want what you offer. For event pros- like caterers, planners, and photographers- press can move you from “just another vendor” to the go-to name in town.

One big reason event professionals crave free press is that it can do the talking for you. When a local magazine, blogger, or website writes about your work, you don’t have to explain why you’re good- they’ve already done it. That makes leads trust you faster and helps you stand out from competitors who might still be struggling with clunky tools and dated marketing. And let’s be honest: juggling logistics leaves little time for marketing experiments that might not pay off.

But getting noticed by the press isn’t just about luck. Press outlets get flooded with pitches every day. If you toss together a press release without a clear story or a hook that matters, it’s going straight to the trash. You might wonder if you’re missing out on big opportunities simply because your press release doesn’t grab attention. That’s why it’s so important to write a press release that actually gets read by the people who can make a difference for your business.

The good news? With the right approach, you don’t need a PR team or fancy connections. You just need to understand what journalists want, how to make your story matter to their audience, and how to put your best foot forward. By making your press release clear, relevant, and easy to act on, you set yourself up for real results- without losing even more time to busywork.

What Makes a Press Release Stand Out

You might feel overwhelmed by the idea of writing a press release, especially if you’re already frustrated with switching between platforms and handling endless admin. The truth is, a standout press release isn’t about big words or complicated layouts. It’s about being clear, direct, and newsworthy. Journalists are busy, just like you, and they’re looking for stories that make sense for their readers. If you can show them why your story matters in the first few sentences, you’re already ahead of most.

Start with a headline that gets to the point. Skip the fluff and focus on what’s actually new, interesting, or helpful about your business. “Local Caterer Launches AI-Driven Booking System” says a lot more than “Exciting News from Local Catering Company.” Think about what would stop you from scrolling if you were the one getting a hundred emails each day. That’s the kind of headline you want.

Then, get right to the facts in your first paragraph. Journalists want to know who, what, when, where, and why- fast. Don’t bury your main point under a pile of background info. If you’re announcing a new service, a unique event, or a milestone, say it upfront. Use simple language and skip jargon. You don’t need to sound like a robot. You just need to make it easy for someone to understand what’s going on and why it’s worth sharing.

Adding a quote can help your press release sound more human. Use it to share your excitement or explain why you took a certain step. For example, “We created this system because we were tired of missing leads and wanted something that actually works for event vendors.” That sounds real, and it tells your story in a way people can relate to.

Finding and Shaping Your Story

One of the biggest struggles event professionals have is figuring out what’s actually newsworthy. You might wonder, “Is this really interesting to anyone outside my business?” The answer is, it depends on how you frame it. Your story doesn’t have to be groundbreaking- it just needs to connect with something bigger, like a trend, a local need, or a unique perspective.

Start by asking what makes your business different from others. Are you offering a new service that saves clients time? Did you pull off a creative event against the odds? Have you reached a milestone, like booking your 100th wedding or winning a local award? These are all angles that can catch a journalist’s eye, especially if you show how they matter to the community or your industry.

You can also tie your story to something happening in the news. For example, if there’s a growing demand for sustainable events, and you just launched eco-friendly menu options, that’s a timely hook. Or if you see that local venues are struggling with booking chaos, and you’ve solved that with a new workflow, that’s a story. Journalists love examples and real-life results. Share before-and-after moments, client quotes, or data that proves your impact.

Remember, your story is about more than just you- it’s about what you’re making possible for clients, partners, and your local scene. Show how your work makes life easier, more fun, or more meaningful for others. That’s what gets people talking, and that’s what makes journalists want to share your story.

Structuring Your Press Release for Impact

Structure is everything if you want your press release to get read. Journalists will scan your release in seconds- they don’t have time to hunt for the main point. That’s why following a simple structure is so important, especially if you’re already juggling a ton of tasks and can’t afford to waste time.

Start with your headline, then add a subheadline if you have a specific detail to highlight. Your first paragraph should cover the essentials: what, who, when, where, and why it matters. After that, use a short quote to add personality or context. Next, give a little background about your business- just enough to show why you’re credible and why people should care.

Use bullet points or short paragraphs to break up the text. This makes your press release easy to scan, even for someone reading on their phone. Keep your sentences short and your language simple. Don’t try to impress with big words; impress with clarity.

End with a call to action. Tell journalists how to get in touch, where to find more information, or what to do next. Include your contact details and links to your website or social media. If you have high-quality photos, a press kit, or testimonials, mention them so reporters know you’re ready to make their job easier.

Getting Your Press Release in Front of the Right Eyes

Writing a great press release is only half the job- you need to make sure it actually lands in front of people who care. This is where many event pros feel stuck. You might have emailed your news to a generic address or posted it on your website, only to hear nothing back. The key is targeting the right journalists, bloggers, and outlets who cover your type of story.

Start by making a list of local media, event blogs, wedding magazines, and community newsletters. Look at what kinds of stories they usually share. Send your press release to the writers who have covered events like yours in the past. Use their first names, and mention a recent story you liked- this shows you aren’t blasting your news out to everyone on the planet.

Don’t forget about social media. Post your press release or a summary on your business accounts, tag relevant media, and use local hashtags. Sometimes, a journalist will see your post and reach out for more info, especially if you include a striking photo or a short video clip.

Follow up, but don’t pester. If you don’t hear back in a week, send a quick, friendly email to check in. Ask if they need more details or a quote. Remember, you’re making their job easier by giving them a story their readers will care about. That’s a win-win for both of you.

Making Press Part of Your Workflow

The last thing you want is to spend hours on a press release, only for it to fizzle out. That’s why it’s smart to build press outreach into your regular workflow, just like you do with booking, proposals, and client follow-up. It doesn’t have to be complicated or take up a ton of time. With a few habits in place, you’ll start seeing more results from your efforts.

Set aside a little time each month to think about what’s new in your business. Jot down milestones, interesting events, or happy client stories. Keep a template for your press releases so you’re not starting from scratch every time. This makes it easier to jump on timely opportunities, whether it’s an industry trend, local news, or a seasonal event.

Automate what you can. Use your CRM or email tool to track media contacts and schedule follow-ups. Save your best photos and testimonials so you always have something fresh to share. If you’re already using an all-in-one system for your business, add a “press” folder to keep everything in one spot.

And don’t be shy about sharing your wins. If a story gets picked up, post it on your website and social media. Thank the journalist, and let your network know you’re someone who gets noticed. Over time, this builds your reputation and makes it even easier to get press in the future.

Bringing It All Together (and Where Vendor Hive Can Help)

Getting free press isn’t some mysterious art- it’s about sharing real stories in a clear, helpful way, and making it easy for journalists to say yes. Focus on what makes your business interesting, use a press release structure that gets straight to the point, and reach out to the right people. Build press outreach into your routine rather than treating it as an afterthought. This saves you time, helps you look more professional, and keeps new leads coming in.

If you’re tired of feeling scattered and worrying about missed opportunities, start putting some of these steps into practice. You’ll have a better shot at getting your story picked up and turning press into real bookings and a stronger reputation.

And if you want to make things even smoother, Vendor Hive CRM brings all your lead capture, follow-up, and client communication together in one spot. With smart automation and tools made just for event pros, you can handle press, bookings, and everything else without missing a beat. Take action now and see how Vendor Hive can help you stress less and grow your business.