Press releases and media coverage are among the fastest ways to fill your singles event with qualified attendees—and to position your business as the local authority on dating and matchmaking. Most event organizers skip this step entirely, leaving money on the table and relying only on social media and paid ads. Here's how to use PR strategically to grow your singles mixers business.
Why Local Media Still Drives Attendance
Traditional and local media outlets remain hungry for human-interest stories, especially around dating and relationships. A well-placed feature in your city's lifestyle section, a mention on a local news blog, or a radio interview can bring 15–40 qualified leads to a single event—often at no cost beyond the time it takes to pitch. Editors and producers want authentic, local stories; a singles event with a unique angle (speed dating for professionals over 45, meetups for dog lovers, industry-specific mixers) is exactly what they're looking for.
Crafting a Press Release That Gets Coverage
Write a one-page press release that opens with the news hook, not your company history. Lead with what's happening, when, and why it matters to your community.
Key elements:
- Event date, time, location, and ticket price (e.g., "Saturday, March 15, 6–8 p.m. at The Riverside Hotel; $25 entry")
- Attendance goal and unique angle (e.g., "First speed-dating event for outdoor enthusiasts in the tri-county area")
- One quote from you about why this event fills a gap in the local dating scene
- 2–3 sentences about your business background and how many events you've run
- Contact information and a direct link to registration
Skip jargon like "synergistic networking opportunities." Journalists want clarity. A 250–300 word press release is ideal; aim for under 400 words. Distribute it 2–3 weeks before your event to give media outlets time to plan coverage and promote it.
Building Your Media List
Don't blast the same generic release to every outlet. Target journalists, bloggers, and producers who cover lifestyle, relationships, entertainment, or community news in your specific region.
Start here:
- Local lifestyle/entertainment editors at newspapers and online news sites
- Radio station morning show producers (especially stations with dating or relationship segments)
- Bloggers who write about local events or dating culture
- Podcasters who focus on dating, relationships, or community news
- TV stations' feature segment producers
Search "[your city] lifestyle editor" or "[your city] entertainment reporter" on LinkedIn and Twitter. Call the newsroom or check the station website for email addresses. Personalized pitches—mentioning a recent story they covered—have a 3–5x higher response rate than generic templates.
Timing and Follow-Up
Send your release 2–3 weeks out. Editors work on weekly or monthly schedules; early notice increases chances of coverage. Follow up once, via email or phone, 5–7 days after sending if you haven't heard back. Keep it brief: "Checking in on the singles mixer press release I sent on [date]. Happy to provide photos, attendee testimonials, or arrange an interview."
Never follow up more than twice. If they're not interested, move on to the next outlet.
Leverage Coverage Into More Business
Once a piece runs—online, in print, or on air—screenshot it, save the link, and share it everywhere: your website, email newsletter, social media, and especially on your Mercoly listing. Each piece of coverage builds social proof and gives future attendees confidence that your events are legitimate and well-attended. Listing your services on Mercoly also helps you get found by leads searching for singles events and mixers in your area, and gives you a central place to showcase your track record and upcoming events.
Frequently Asked Questions
Q: How much should I spend on a PR agency to cover my singles events? You don't need one starting out. A freelance PR consultant or a capable team member can handle local media outreach for $300–800 per campaign. Reserve paid PR only after you've exhausted free or low-cost local media relationships.
Q: What if my event is small (under 30 people)? Smaller, niche events often attract more coverage because they're unique. Pitch your angle hard—"first chemistry-based matchmaking speed dating in [city]"—rather than attendance size.
Q: Can I use press releases to promote multiple events back-to-back? Yes, but space them out. One release per event 2–3 weeks before; monthly events can share an umbrella release about your overall program, with individual follow-up for standout events.
Start building relationships with one local reporter this month, and pitch your next event with confidence.