Using press releases to get the word out about your latest news is an effective way to widen your audience. The purpose of a press release is to let media outlets know the key points of interest of whatever it is you’re promoting. The more specific and event-driven the press release is the better chances are it will get picked up by media sources.
Keep in mind that the press wants to publish features about current events. Think of it as giving the press a scoop. You make their job easier by giving them something exciting to write about. If you are having an exhibition of your work you need to let the press know a few days in advance. If you send the release a week into the show, it’s really not news anymore. So first ask yourself, is my promotion timely?
What goes in the press release
Next compose the release in a Word document. The more concise and straightforward the better. You’re not writing an article, you’re providing the key points of interest including the who, what, when, where and why it’s of interest to the press so write in the third person.
Your first paragraph should explain right up front what it is you are promoting. This could be a solo exhibition, an award you’ve won, a new body of work you’ve completed. Leave out artspeak. Quotes are great to include whether they are your own, or from others about your work. Using quotes can add credibility and help the reader get to know you or your viewpoints better.
Include information about location, hours, and phone number of the venue if applicable.
Last include a link to your website for more information.
Let’s back up a bit. The first thing that anyone sees on the press release is the headline. I include this last because it’s easier to come up with the headline once you’ve finished the body of the piece. The headline needs to be an attention getter. If your headline is lackluster, chances are no one’s going to want to read the rest of the piece in the first place. If you just won the Caldecott Award it’s enough for the headline to read: Jane Smith wins the 2019 Caldecott Award. Often, though a clever tie in to your release can help pique the reader’s (the press) interest. The headline is only one line. You can use a subhead if you need to support your headline, but that too is only one line. As in all good writing use the active voice and be a name-dropper if it helps.
So instead of: Jane Smith named Artist of the year by The National Art Guild
write it this way: The National Art Guild names Jane Smith Artist of the year
Formatting
Press releases follow a specific format. You can find downloadable templates online but here are the key elements including what information appears in bold lettering:
FOR IMMEDIATE RELEASE
JANE SMITH This is your contact information the press will use to contact you for further details.
JANE SMITH ARTIST This line is reserved for company information.
(888) 555-1212 Best contact phone number
Jane@artist.com Best email address
headline
subhead
CITY, STATE: First paragraph gives details
Second Paragraph includes supporting information or can include quotes, either by Jane Smith or an expert.
Third paragraph can be a tie in to the quote. You don’t need three paragraphs. Do not not include fluff or any information not directly pertinent to the event you are promoting.
Optional About Section: If needed, this section includes information if needed about venues including importance or history, address, phone and hours. This section can be used for information about curators or any entity pertinent to the release.
ABOUT JANE SMITH: Here is a very brief bio of Jane Smith as it pertains to the release and a link to her website.
### Three hashtags centered signals the end of the release
Attachments: Since you are an artist feel free to drop in a jpeg of a work involved with your press release directly into your Word document. You will be emailing the press release to members of the press so you may also include a video attachment. Do not include too many attachments. No one has time to wade through too much information which is why your press release needs to get to the point quickly, succinctly and creatively – work on that headline!
Where do you send it?
Your news release is about you, so send it to media in your area. If the event is not local, research newspapers, magazines and online journals where the event is happening. Send it to both. This takes time because you need to find out who the people are who report on what you are promoting – usually Arts&Entertainment, but if your creative project involves wider issues you may reach out to journalists who cover those types of features. Create a file of contacts for future.
You need to identify media outlets but beyond that, find out who specifically reports on the arts. Send that person an email with your press release attached. Always include a polite note. If your press releases are clean and clear and you develop a rapport with the reporter involved you can gain a lot of headway. If your releases are sloppy and unclear the editor will learn to immediately jettison your email unread into the trash. Reporters and journalists are busy and deadline oriented. Be their ally by sending them pertinent, timely and concise press releases. Remember you could be doing them a big favor!
Don’t forget bloggers and online journals – stay tuned !
Questions? Comments? Please let me know and if I can help with Press Releases or any of your other writing needs, like artist bio, artist statement, proposals, grants, articles, and yes, even your book, please contact me.
beth@bethlowell.com or (973)960-6464
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