You and your team have spent the last months planning, organizing, and fixing all the little details around your next event. You want it to be perfect. While it might seem like you're nearing the finish line, one of the most important parts still lies ahead: making sure people actually show up. That’s why choosing the right time to announce your event has an important impact on it.
A well-prepared announcement can make the difference between a missed opportunity and achieved success. In this blog you will learn why announcing your event matters and how to do it right.
Why announcing your event matters?
Make a powerful first impression
First impressions stick, and when it comes to events, your announcement is that first impression. It’s the first glimpse people get of what to expect, how it will feel, and why they should care. A rushed or bland announcement might get overlooked, while a well-crafted one can spark curiosity and excitement from the start.
This is your moment to stand out and here is how to make it count:
Use an eye-catching title or pose a question like “Ready to shape the future of your industry? Join the 2025 Education Summit!”.
Tip from editor:
Capitals make your text stand out - but be aware of over enthusiastic usage because people might think it was generated by AI.
Convey professionalism
This is not just an announcement. This is showing your guests who you are - a thoughtful professional. You are showing them that you have the vision, did the work, and you have something interesting to say. You can invite professionals in the field to present their ideas and experiences or give workshops. This builds the credibility of the event.
Determine attendance
No need to worry if your event is going to fit in your guests’ busy schedules if you send invitations and RSVP’s early in advance. This way attendees will have enough time to fit your event in their agenda and plan their arrival. At the same time you will know who is coming and who is thinking about it, so you can focus on other important things. It’s a win-win.
It is important to clearly structure the invitation email: Start with a short and compelling title like: “Join us at the 2025 tech summit and discover the latest innovations!”. Then add a short description of what the event will be like, whether renowned professionals in the field will present or why this is exciting news. Include images from successful past events that are similar to create a picture for your attendees and to make it visually appealing. You can also attach the event program to the email and insert a link to a registration form.
Gather publicity
Hosting an event is not only about who you invite, but who else hears about it as well. It is a way to create a buzz and build excitement. This is your moment, own it. Use social media, press mentions, everything to reach a wider audience. This is not only about attracting attendees, but also potential sponsors or partners.
How and when do you properly announce an event?
Grab the attention with an engaging message
Start with a strong, specific event title that grabs attention and clearly communicates the value of the event. For example, instead of just “Annual Sales Conference,” try something like “Connect, Learn, and Grow at the 2025 Annual Sales Leadership Summit.” This immediately highlights the event’s purpose and target audience.
Ensure social media coverage
Ready to show everyone how exciting this event will be? Now is your chance! If you want to reach a wider audience, post your event announcement on social media. Use different platforms to create a series of posts and reminders. Upload photos or content every 2-3 days to keep the excitement up. Introduce the start and end of the sale of each ticket group to remind people to act. Add a call-to-action button like:
“Last chance to get your Early bird tickets! Don’t miss out! ” or “Limited seats available - get yours now”.
Select the right timing
Ready, Set, Go! Capture the perfect time to shine. When you announce your event is just as important as the message you send to your audience. Too early announcements with no follow-up will not be impactful for the audience, as you need to generate excitement, not only build short-term awareness.
Late announcements are also not preferred, as your credibility may not yet be fully established, and people would still be wondering whether to come to your event, because there was not enough time to build up the excitement.
The perfect time depends on the scale of the event. Small events require an announcement 2-4 weeks in advance. Workshops and webinars - 4-6 weeks in advance, and for big events or conferences - 3-6 months in advance are ideal.
Create follow-ups and updates
3, 2, 1, … Showtime! The day of the event is getting closer and closer. You and your team are working hard to ensure that everything is going to go smoothly. You already have the perfect announcement and a great social media campaign. The excitement is there and it is growing. Now you just have to keep your audience engaged until the day itself. Check how to create a perfect “save the date” for your event.
It is a good idea to send updates and reminders before the event, as well as follow-ups after the event. For example, your team can create a countdown, share preparation posts, or create an after-video which you can send to guests or post online.
What to include in an announcement
There are five main things that interest your audience, and they are “who”, “what”, “when”, “where” and “why”. Try to answer shortly but specifically, like for example:
"Join industry leaders and innovators at the 2025 Tech Innovators Summit, a two-day event in San Francisco focused on cutting-edge trends and networking opportunities."
Don’t forget to include a registration link, and to make it visually appealing. This can be done by posting relevant photos or videos, or showcasing the branding. Choose eye-catching visuals to show what your event will look like.
How to distribute an event announcement?
Once you have decided when to announce your event, it is important to consider how you are going to distribute your announcement. Think about what formats and platforms you are going to use. You will need to think about campaigns or partners you can use to get a boost for the announcement. Here’s what you can use for successfully distributing your event announcement:
Press Releases:
Leverage a polished event press release to reach media outlets and secure coverage. Not sure where to start? See the event press release template below.
Social Media:
Use platforms like LinkedIn, Instagram, and X to create buzz and share updates. Or even TikTok for a younger audience.It is always a nice idea to check which platform does your target audience use most, so you can get your message across to the most relevant group of people.
Email Campaigns:
Reach your contact list with well-crafted, targeted messages.
Event Listings:
Check what are the options for event publishers and post your event on the relevant platforms like Publique or Events.nl.
How to write a media release for an event?
Here’s a simple media release template for events:
[Event name] seeking to [Impact or key focus of event] in [Location] on [Date]
[City, State] – [Date] – [Organization Name] is thrilled to announce [Event Name], a [brief event description, e.g., two-day conference focusing on industry innovation], taking place at [venue name] in [location] on [event date]. This event will bring together [target audience, e.g., industry leaders and innovators] for [key features, e.g., networking, keynote speeches, and hands-on workshops].
Want to know more? - Visit [event website or registration link].
Contact:
[Your Name]
[Website]
[Email Address]
[Company Name]
Common mistakes to avoid
Announcing too early or too late:
It is important to build up the excitement before the event, and it is even more important to time it right, so your attendees can plan it well enough in advance, while the concept of the event is still fresh in their minds. Find the right balance to avoid losing momentum or missing out on potential attendees.
Vague messaging:
Short and attention-grabbing messages are most effective. Though, a main factor for success is to clearly communicate the event’s value to prevent confusion or lack of interest. For example, attendees won’t be able to plan accordingly if you do not mention important details like date and time.
Neglecting follow-ups:
Keep your audience engaged with reminders and updates as the event approaches and with follow-up content as the event finishes. This way you will be able to keep the engagement and attendance rate high. This way you will build up the excitement before the event and later on create a longer-lasting impact on your audience.
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