Do you have a gallery exhibition or other event coming up?
With the advent of social media, and the ease of sharing things online, it is easy to forget about some of the promotional methods of the past. Writing press releases is still one of the most effective ways to create buzz about an upcoming exhibition or event.
If you have an exhibition, group show, art auction or other art related event coming up, instead of just making a call to your local media, why not write a press release to submit to online newswire services and local newspapers.
What is a Press Release?
A press release (PR) is a written or recorded announcement of something newsworthy intended for the media. For artists, they are an effective method of communicating to the media about exhibitions, winning art competitions, charity auctions, and other events.
Why a Press Release?
To the average viewer, press releases make the artist appear established and professional.
- Media Coverage
Many times a PR leads to an interview with the media, whether on television or the newspaper. Get the ball rolling for your next event with a press release. I think its something you will not regret.
- Increase your Fans and Art Collectors
People tend to follow artists they see in the news – I know I have. When I see an interview with an artist on TV or an artist event in the local newspaper, I often search for the artist online, and I’m sure many others do the same. This not only shows the importance of having your own art site, but also emphasises the value of a press release.
Basic Artist’s Press Release Format
Artists who have written press releases have various styles and preferences in creating their own. This is a basic template you can go by, to write a press release for your next event.
The title of your press release should be attention grabbing and summarize everything included within. It should make the reader interested in knowing more - but try to avoid a hyped title. Look in your local newspaper or view other press releases online for some great examples of titles.
- First Paragraph
Imagine yourself as a newspaper reporter. When writing any article, the reporter has to draw in their readers right away, and grab their attention. The first paragraph must be interesting and informative. Try to imagine the type of people who you want to respond to your PR, and direct your writing toward them.
Try to be specific and factual based. Include where you are from, and summarize your artwork – medium, style, etc. The easiest way to do this part is to get someone else to write it for you, or you can rewrite a section from your bio.
Also, include one or two quotes from reputable people related to the event, such as a curator, gallery owner, or someone who owns your art.
Other perspectives will make you sound more reliable, and the reader will see you as an artist of interest.
- Ending your press release
The end of the press release should be the call to action. This is the reason you are writing the whole press release in the first place. Keep it short and tell them what to do, or where to go. Let them know your artist website and email.
- Contact Information
Include all contact details separately right at the end. State your name, telephone number, email, and website address.
More Press Release Tips
- Write the press release in third person. Imagine you are reporting about yourself.
- Keep it brief. Only include what is required. Keep it, clear, organized and concise.
- If you are promoting an art show, include a large photo of your artwork. I’ve seen some artists include this at the top of their press release. Create the press release in MS Word or similar software and include your photo in a optimal placement in your PR document.
- Submit your press release locally first to newspapers, radio and television stations.
- Include a personal message along with the press release, especially when submitting by email.
- Search for emails of newspapers and publications to send your press release. To increase the odds that your PR will be read, get them to know who you are first. Phone the editor or send them a welcome email beforehand. This way, your press release may get noticed more than from someone they may not have heart about.
- Many free press release submission services exist online. Search for free press release websites. Some sites also have press release examples that you can go by.
- The symbols “###” signifies the end of the press release.
How to Be a Press Friendly Artist
If you need more help with writing a press release, and interacting with the press, you may be interested in Tara Reed’s helpful book How to be a Press Friendly Artist. This book also explains how to create press kits, a media contact list, and much more.
Have you written a press release in the past? Do you have any tips to share with our readers on writing press releases.
You are welcome to post any press releases of your own here as examples for our readers.