The global situation we find ourselves in has everyone on edge, small businesses and startups included. Whether you specialize in SAAS, eCommerce, or cloud-based service outsourcing, you may want to organize a virtual event or a conference down the line.

According to Small Biz Trends, virtual conferences will account for 80% of all the internet traffic by 2021, with engagement about 86% higher compared to physical. The projections published by eMarketer suggest that virtual events designed to foster community and engagement will continue to grow by 58.9% by the end of 2020.

Such an event also requires proper planning and promotion to gain the traction it deserves, which is where writing a press release comes into play. What kind of marketing tools and approach do you need to adopt in order to write a compelling press release, with or without prior experience? Let’s tackle the topic and its relevance in today’s climate in the following paragraphs.

Why are Virtual Conferences “In” Right Now?

Let’s talk about why you should consider investing in virtual conferences today before we tackle writing press releases for such events. Unfortunately, COVID-19 has forced many industries to shift to remote work conditions in the wake of the global pandemic. According to research by Science Direct, 80% of US hotel rooms are empty, with airlines cutting their operational capacities by 90% as a result. Physical conferences with venues and live interaction have thus become an impossibility going into 2021 – so, what’s the alternative?

Fortunately, a conference platform such as Sched allows for a plethora of possibilities for hosting a virtual event for your B2B or B2C stakeholders. Virtual conferences require very little upkeep compared to their traditional counterparts and are highly flexible when it comes to preparation and last-minute changes. Thus, some of the most important benefits to opt for virtual conference organization right now include:

  • Scalable conference model with no upper cap for attendants
  • Abide by COVID-19 social distancing and health hazard rules
  • International networking opportunities thanks to the internet
  • Relaxed and comfortable home atmosphere for each attendant
  • Cut down on travel, accommodation and food costs

Press Release Writing for Virtual Conference Promotion

Set up your Writing Stack

The best way to get started on writing your virtual conference press release is by choosing which writing tools you will use to do so. While you may rely on typical text editors such as MS Office, these will only get you so far. Press release writing is all about succinctly informing your target audience of an upcoming event with no proofreading or formatting errors. As such, some of the tools you may want to take a look at are as follow:

Evernote – all-in-one writing and editing platform with rudimentary scheduling and cross-platform features

Trust My Paper – professional outsourcing service with writers and editors available to lend you a hand

Grammarly – tool designed for grammar and proofreading purposes, useful throughout the writing process

Best Essays Education – writing platform which you can outsource your press release writing to on short notice

Hemingway Editor – writing tool which takes text flow and legibility into account in addition to spell checking

Classy Essay – writing service which can offer extensive editorial support for your press release writing

Readable – cloud-based writing tool which can assist you in optimizing your writing for digital publishing

Define your 5 “W”s

To get a better understanding of how you can structure your press release, it’s best to adopt an existing writing model intended for journalistic writing. The so-called 5W model can help you outline and write your virtual conference press release in a fraction of the time it would otherwise take. Likewise, it will help you keep information organized and to the point in order to avoid miscommunication. The 5W model consists of:

  • Who – who is the organizer/speaker for the conference?
  • What – what are the topics of the conference?
  • When – when will the conference take place, how long will it last?
  • Where – which platform will you use to host the conference?
  • Why – why are you holding the conference, and what are its outcomes?

Write in an Active, Personable Tone of Voice

You will want to engage your readers as much as possible by writing your press release in an active voice. This includes using personal pronouns and a personalized writing approach suited to your brand and the goal of the conference. There is no need to be overly formal and robotic in your press release, especially if you target younger generations or work in creative industries.

Forest Avery, Chief Writing Editor at Supreme Dissertation, said that: “A successful press release knows who its target audience is. Imagine your audience members across from you when you write your press release– how can you explain it to them quickly and succinctly? Insert your persona into writing and break the formal mold – your reader will thank you for it by attending the event you’ve organized.”

Clearly Highlight Dates & Deadlines

Virtual conferences, like their traditional counterparts, are inherently time-sensitive events. Thus, you need to make sure that your attendees know what the application and attendance dates are by highlighting them. You can go further and write the conference agenda and talking points into the press release if you already defined them.

However, a simple application deadline, as well as the virtual conference’s date, will suffice for now. Use traditional writing elements such as bolded or colored lettering to make your point as loudly as possible. Failing to add clear dates to your press release will nullify its effects and fail to attract the expected interest.

Keep it Short and On Point

One of the biggest challenges of writing a press release statement is to keep things short and simple. Traditional press releases vary in 300-800 word length depending on the amount of information they contain. Anything above that will effectively transform your press release into a stand-alone article.

A quick way to deal with this issue is to use the 5W model and simply write as much as you need. Then, trim the fat from your writing and eliminate any fluff which doesn’t directly address the virtual conference and its logistics. If you have the time and word count to do so, you can also write a one-paragraph summary of your press release at the end. This will give your readers an additional chance to spot crucial information about the virtual conference before they apply to attend.

In Conclusion

Writing a press release can be stressful, especially if you never did it before. However, it’s a short form document intended to promote your virtual conference or other events of similar nature – it’s nothing to be afraid of. Stick to a structured writing methodology and list all the essential information someone would need to attend your event.

Share the press release through your preferred marketing channels such as social media and email to start generating buzz about your virtual conference. With a little bit of luck, you will attract plenty of interested parties by the deadline you set for the event’s application.


Diana Adjadj is a content writing specialist at Classy Essay and content editor at Grab My Essay writing services. Diana can efficiently turn ideas into written words, which can help readers learn practical methods to improve their everyday work. She does this through her extensive contributions to Top Essay Writing, as well as Subjecto, where she writes essays, articles, and academic papers, among others. Diana spends her free time working to improve her writing capabilities through soft skills literature and podcasts.