Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions

fine the five Ws of the event, with additional background and

information in subsequent paragraphs.

■Information should be double-spaced (so editors may make

notes) and printed on one side only.

■If the release is more than one page, signify by writing

• MORE– at the bottom of the page. Begin the next page with
  the page number and the identification of the event or orga-
  nization and continue with each succeeding page.
  Alert the reader that the release is concluded by writing “End”
  or “# # #” at the close of the last page.
  Content of the release should lead with the most important in-
  formation, with additional details offered in a descending order of
  importance (see Figure 2.6).

Never Forget the Five Ws 49

Figure 2-6
This “inverted pyramid” of the media release illustrates the need
to begin with the most vital information (the five Ws) to capture
the eye of the reader and encourage further review. (Courtesy:
The Widmeyer-Baker Group)

Body

(Elaborates on Lead)

Quotes

Background Information

Additional Details

Least

Important

Information

Lead

(Most Important

Information)

Who?

What?

Where?

Why?

When?