Using Press Releases to Promote Events, Grand Openings, and Milestones

Events, grand openings, and business milestones are the marketing equivalent of a fresh batch of cookies. They are warm, timely, and genuinely interesting, but only if people know they exist.

Many small businesses rely on social media for these announcements, then wonder why turnout is lower than expected. The problem is not the event. The problem is the distribution.

A press release can help your announcement travel farther than your existing audience. It puts your event or milestone into a format that local outlets, community calendars, newsletters, and industry publications can quickly use.

In this guide, you learn how to use press releases to promote events, grand openings, and milestones, including what to include, when to send it, and how to squeeze extra value from the coverage you earn.

Why Press Releases Work Well For Time-Based Announcements

Press releases are a natural fit for anything tied to a date. Editors, calendar curators, and community sites need clear details: what is happening, when it happens, where it happens, and why their audience should care.

Press releases deliver those details cleanly. They also create a public record you can link to in outreach and marketing.

Press Releases Help You Reach Beyond Your Followers

Social media posts mostly reach people who already follow you, plus a small extra group if the algorithm is in a good mood. Press releases can place your announcement in front of local media, community calendars, and niche outlets where new customers discover what is happening in their area or industry.

Press Releases Add Credibility To The Announcement

A grand opening announcement on Instagram is nice. A grand opening announcement that appears in local business coverage or a respected calendar list feels more official. That press release credibility can improve turnout and trust.

What Types Of Events And Milestones Are Press Release-Worthy?

You do not need a red carpet and a marching band. You need a clear reason the announcement matters to people outside your business.

Great Press Release Topics

• Grand openings, ribbon cuttings, and new locations
• Community events, workshops, and open houses
• Seasonal events and special promotions tied to a cause or local partnership
• Anniversary celebrations with meaningful impact (customers served, jobs created)
• Major milestones: expansion, hiring, awards, or notable partnerships
• Fundraising events, charity drives, and community initiatives

If the event is purely internal or extremely small, a press release may not be necessary. But if the event helps the community, creates jobs, supports a cause, or has something unique, it is often worth sharing.

The Anatomy Of A Strong Event Press Release

Event releases have one main job: make it easy for someone to publish your details accurately. Here is what to include.

A Clear Headline With The Who, What, And When

Good event headlines include specifics. A headline like “Company Hosts Exciting Event” is vague. A better headline includes the event type, date, and location.

The First Paragraph Should Answer The Big Questions

In the opening paragraph, include:

• Who is hosting
• What the event is
• When it is happening
• Where it is happening
• Why it matters and who it is for

Event Details In A Scannable Format

Make it easy for calendars to copy and paste. Include a short “Event Details” block using bullet points:

• Date and time
• Location and address
• Cost (free, ticketed, suggested donation)
• Registration link (if needed)
• Parking or access notes (if relevant)

A Quote That Adds Meaning

Your quote should explain the purpose and impact. For example: why you are hosting, what the community will gain, or what the milestone represents.

A Short Boilerplate And Clear Contact

Include a short, consistent company description and a media contact. If someone wants photos, an interview, or more details, they should not have to hunt for you.

Timing: When To Send A Press Release For Events

Timing is the difference between “This is helpful” and “This is too late.”

General Timing Guidelines

• Two to four weeks before for many local events, especially if you want calendar listings
• Four to eight weeks before for larger events, conferences, or events that require planning
• One week before as a reminder release or follow-up pitch (optional)
• Day after the event for a results recap release (optional, but powerful when you have numbers)

If you are promoting a grand opening, consider a two-phase approach: an announcement release ahead of time, and a recap release afterward with results, turnout, and community impact.

How To Make Your Event More Newsworthy

Some events are naturally newsworthy. Others need a clearer angle. Here are ways to strengthen the story.

Add A Community Or Cause Component

A charity tie-in, donation drive, or local partnership gives your event a “why” beyond marketing.

Highlight Economic Impact

Grand openings and expansions can emphasize jobs created, local suppliers used, and investment in the community.

Create A Unique Hook

Workshops, demos, guest speakers, or limited experiences can make your event stand out. The hook should be real, not gimmicky.

Provide Strong Visuals

Local outlets love photos. Have your logo, product images, founder headshot, and a few high-quality photos ready to share quickly.

Distribution Options That Work For Event Promotion

For events, your best results often come from a combination of channels.

Local Media And Business Outlets

Local newspapers, business journals, and community websites are often the most relevant for physical events and openings. They also have audiences that actually live nearby.

Community Calendars And Listings

Calendars may not feel glamorous, but they are effective. Many people discover local events through calendars, especially if the listing is clear and complete.

Industry Publications For Niche Events

If your event targets a specific niche, workshops for contractors, founders, or health professionals, for example, niche outlets can outperform broad distribution.

Distribution Services For Broader Reach

Paid distribution can help your announcement appear across multiple platforms and create a credibility trail. It can be especially useful if your event is larger, has a notable partner, or is tied to a bigger business milestone.

After The Announcement: How To Turn One Event Into Ongoing Marketing

Here is where many businesses miss out. They promote the event, the event happens, and then the story disappears. You can squeeze more value out of the moment with a simple follow-up system.

Publish A Recap Blog Post

Share highlights, photos, and outcomes. Include a clear next step for readers: book, visit, join, or subscribe.

Send A Results Recap Press Release

If you have meaningful results, such as turnout numbers, funds raised, or community impact, a recap release can earn additional coverage. It also documents momentum.

Reuse Photos And Quotes

Use event images and attendee reactions in social posts and email marketing. This is authentic proof that people showed up and cared.

Turn Attendees Into Long-Term Customers

Have a simple follow-up plan: email list signups, a welcome offer, or a next-event invitation. Visibility is great, but conversion is the point.

A Simple Checklist For Your Next Event Release

• Clear headline with date and location
• First paragraph answers who, what, when, where, and why
• Event details block is easy to copy and paste
• Quote explains impact, not just excitement
• High-quality photos and logo ready to share
• Landing page live with registration or next step
• Plan for a recap post or recap release after the event

Press releases work well for events and milestones because they turn your announcement into something the outside world can use. When you pair a strong release with smart timing and a clear follow-up plan, you do not just get more eyeballs, you get more people showing up, engaging, and turning into customers.

Frequently Asked Questions

How Far In Advance Should I Send An Event Press Release?

Many small businesses send event releases two to four weeks in advance for local events, and four to eight weeks in advance for larger events. Calendar listings often need extra lead time.

Should I Send A Press Release After A Grand Opening?

Yes, if you have meaningful results such as turnout, jobs created, community partnerships, or funds raised. A recap release can document momentum and earn additional mentions.

What Should I Include In A Grand Opening Press Release?

Include the date, time, location, event details, why the opening matters, and a quote about impact. Add a clear link for more information and make your contact details easy to find.

Do Press Releases Help With Event Attendance?

They can, especially when they help you reach beyond your followers and get listed in local outlets and community calendars. Press releases work best when paired with a strong landing page and follow-up promotion.