The real story of any day is of what human ingenuity accomplished while a few sociopaths were distracting the media.

— Robert Brault

This blog post covers “How to Write a Press Release for Artists,” including the essential steps of creating an effective press release. You’ll learn how to create an engaging press release to promote your art and upcoming events, how press releases have evolved, the current best use of a press release, and how to judge if it is still a tool worth a fine artist’s time and whether it will pay off in publicity.

Aiming to help you connect with a broader audience and gain media coverage is a worthy goal. And using your press release has the potential to help you get your art in front of the right people and generate buzz. As such, when marketing art, it is beneficial to know how to write a press release for artists because they can add luster and boost your art business.

Nothing stays the same in the internet age.

The emergence of the internet has had a significant impact on how press releases are written and distributed. Historically, press releases have been used by companies and groups to reach out to journalists and media outlets in the hopes of being included in more traditional forms of media.

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There has been a shift in press release use due to the proliferation of digital media. While journalists and news organizations are still the targets for press releases, they are increasingly utilized for communicating with the public via platforms like social media and corporate websites. In this way, individuals and groups may directly communicate with their intended audiences without going through the intermediary channels of traditional media.

Redefining the use and efficacy of press releases.

Today’s most effective use of press releases is integration into a bigger marketing plan. Although press releases’ initial purpose was as a vehicle for garnering coverage in conventional media, now they are most effective when used in tandem with other digital marketing strategies, such as social media marketing and email marketing.

Press releases add another layer of communication. However, promoting your artwork, event, or project may also be better accomplished by networking and developing ties with influential figures in your sector.

Are press releases worth using for artists?

A press release may be worthwhile depending on the artist’s particular aims and objectives. For example, independent artists may increase their exposure and potential fan base by sending press releases to local, regional, national, and international media outlets.

Independent artists may boost the likelihood of having their work included in newspapers, online blogs, and other media by issuing a press release and sending it to the appropriate media outlets and journalists. And art shows, festivals, and exhibits may also benefit from the publicity provided by press releases, which can increase attendance and sales.

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Weighing the value of a press release.

Although the internet has somewhat marginalized press releases and altered how they are utilized, they may still be a beneficial tool for visual artists trying to gain exposure to their work. As such, artists can include press releases promoting artwork and any planned events or exhibits in their marketing strategy. In addition, it helps to keep their value and your expectations for them on balance.

Press releases are an acceptable method to get your message out to the media, curators, galleries, and other art decision-makers. They help to keep them in the loop about your forthcoming exhibitions, new works, and other artistic developments. A well-crafted press release may be an effective method for attracting the attention of art-related periodicals, including print and digital media.

Keep the main thing the main thing.

Consider press releases as a small part of your overall marketing strategy. Unless you have a specific event or remarkable reason for creating a press release to reach highly targeted individuals, consider using them after implementing a robust social media strategy.

Diluting your efforts is a potentially big problem. All your resources are finite. Instead, focus on those things most likely to propel your business. Once you get a return on investment for those activities, start to blend in other things, like sending press releases.

How do artists write and distribute a press release?

First, you must know who your audience is and what they would be interested in reading. Next, tailor your language and content to them accordingly.

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Write a compelling headline.

Once you’ve determined your audience, take the next step: create a headline. Remember that the title is the first thing readers will see, so it must be informative and attention-grabbing.

After you’ve settled on a catchy title, you may continue crafting the first phrase. Your press release’s significant points should be summed up here. Take care to make it exciting and worthwhile for the reader to continue. It’s the key to getting your release read and used.

Put the most important information first.

Include all vital information on top. That’s because a journalist may want to use your concise information in a spot requiring minimal copy. Because journalists are often overworked and on deadline, whatever you do that makes their job easier gives your release better odds of inclusion.

Include photographs or short videos.

Additionally, you can provide links to a press kit page on your site where your logo, headshot, and images related to your press release are available in various standard sizes and resolutions. Print media needs higher resolution than online, usually 300 to 72 dpi. Again, you want to make using your press release and information as helpful as possible.

Provide all relevant information.

Next, describe everything that will make your event or initiative a success. This part covers not just times and places but also any other pertinent details. Finally, ensure to feature a quotation from the performer, a collector, a celebrity, or an event organizer, including a personal message that boosts the release’s credibility. A positive testimonial adds a human-interest element that stirs interest.

End with a call to action.

It’s essential to end positively by encouraging the reader to act; for example, inspire your listeners to do something, like check out your website or buy tickets.

Proofread and edit with utmost care.

Be careful to proofread and modify your press release before sending it out. Verify that there are no spelling or grammatical mistakes. Be sure to provide your email and phone number if anyone has any queries.

Should artists use a template to create their press releases?

A press release template can be helpful when writing your press release, especially if you need to familiarize yourself with the format and structure of press releases. Templates can provide a basic design and guide you through writing your press release, making it easier to organize your thoughts and ensure that you include all the necessary information.

However, it’s essential to remember that a press release template is only a guide, not a strict rule. Instead, you should customize your press release to fit your specific needs and make it unique to your art, event, or project. And you should avoid using generic language and voice to create a more personal and authentic press release.

Know and respect media guidelines.

Additionally, while a press release template can provide a general format, keep in mind that different media outlets may have specific requirements for the layout and length of the press release. As such, it’s a good idea to research and follow the guidelines of the media outlets you are targeting.

Overall, using a press release template can be helpful, but it’s important to remember to customize it to your specific needs and use your voice to make it unique. And make sure to follow the guidelines of the media outlets you are targeting.

Submit your press release.

The strategy is to find the media outlets and journalists who cover your kind of art, event, or project and then send your press release directly to them. Additionally, you need to submit your press release to maximize the number of relevant media sources that will pick it up. And so, to get your press release widely distributed, use these submission guidelines:

Email: Find the email addresses of writers, editors, and media outlets that cover your art or event, and distribute your press release to them. If any provide instructions for filing a press release, please follow them to get the best result.

Online press release distribution services:

You may spread your message wide by using one of the many free and paid online press release distribution firms. Most have significant networks in the media and can help you reach out to outlets and reporters.

Online newsrooms:

Many companies and organizations have an online newsroom on their website where they publish their press releases. You can submit your press release to these newsrooms for consideration.

Social media:

Share your press release on your channels and tag relevant media outlets and journalists. Doing this can increase your press release’s visibility and the chances of it being picked up by the media.

Follow-up and media relations.

After submitting your press release, follow up with your high-value journalists or media outlets to ensure they received it and answer any questions they may have.

It’s also important to remember that building relationships with journalists, editors, and other media contacts can be beneficial in the long run. By reaching out to them and providing them with valuable information and stories, you can increase the chances of your press releases being picked up and covered in the future.

What are the best press release distribution services for artists?

Many press release distribution services are available, and the best one for you as an artist will depend on your specific needs and goals. Here are a few popular press release distribution services that may be helpful for artists:

PR Newswire is one of the most well-known press release distribution services, with an extensive network of media contacts and the ability to target specific publications and journalists. They also offer a wide range of services, such as media monitoring, analytics, and more.

PRWeb is a press release distribution service that offers a variety of packages and pricing options and additional services such as SEO optimization and social media distribution.

Business Wire is a global press release distribution service that offers a wide range of packages and pricing options. They also provide additional services such as multimedia distribution and media monitoring.

eReleases is a press release distribution service offering various packages and pricing options and provides additional services such as media contact databases and analytics.

Press Release Jet is a press release distribution service that offers a variety of packages and pricing options. They also provide additional services such as media monitoring and analytics.

It’s vital to remember that sending out press releases is only one part of a comprehensive advertising campaign that should include a robust internet presence, social media marketing, and email marketing. It is also helpful to network with local galleries, museums, and other artists to spread the word about your work.

Finding the most suitable press release distribution provider for your demands and budget requires investigation and comparison shopping.

What about free press release services for artists?

Several free press release services are available, but it’s essential to understand that these services may have limitations. For example, many free press release services have a limited distribution network and may offer a different level of targeting and reach than paid services. Additionally, free services may provide less analytics and reporting than paid services.

Here are a few popular free press release services that may be helpful for artists:

PRLog is a free press release distribution service that allows you to submit your press release to their website and social media channels.

PR.com is a free press release distribution service that allows you to submit your press release to their website and social media channels. They also offer additional features, such as media contact database and analytics, for an additional fee.

Press Release Point is a free distribution service that allows you to submit your press release to their website and social media channels. They also offer additional features, such as media contact database and analytics, for an additional fee.

Bear in mind that these no-cost options may not be as effective as paid ones in getting your press release in front of the proper media contacts and journalists because of differences in their distribution networks and reach. However, for unsigned artists or startups on a tight budget, they might serve as a stepping stone toward more exposure.

In conclusion.

Creating press releases is much work at first. But you can prototype many parts to streamline the process and, with luck, train an assistant to handle it for you. You can submit via free and paid services to spread your press releases further. It may help and may not because of how media is managed and consumed today.

To sum up, writing a press release about your art and upcoming events is a great way to get more people to know about you and become your fans. If you follow the vital advice in this post, writing an exciting press release to tell people about your art and upcoming events won’t be hard. With some work, you can write an engaging press release to spread the word about your artistic and creative endeavors.

How to Find Yourself in the Art Business
Success leaves tracks — learn to find and follow them here.