Cover all the information
In order to be persuasive in your communication, you need to make sure that you cover all the related facts about the event. Five Ws and one H is a commonly used term in journalism, which means what, where, when, who, why and how. If you take all these aspects into account, chances are high that your press release will be appreciated by the journalists.
Keep this in mind that journalists may not mind any formatting mistakes in a press release, but it is going to irritate them if you miss some important facts about your event.
The first paragraph of a press release should be the introduction. Within two or three lines, you should give a brief summary of the event. The details of the event will be given in the body of the press release. The body should not be of more than three to four paragraphs; whereas, you should conclude the story in the last paragraph.
Your writing must be simple but compact, so that you express all the details in lesser words. Instead of being vague and loose in your writing, it should look very professional. If the event is really important, it is highly recommended that you take advice from a senior editor.