A press release is an announcement to news outlets about a significant event. Use a press release to send information to newspapers, radio, TV or internet news organisations. A press release is sometimes called a ‘media release’.
A good press release will provide a complete news story. Try writing them in the ‘third person’ – this would be ‘Artist is having a show at Gallery’ and not ‘I am having a show at Gallery’. Your press release should show why this event is significant. It will try to persuade a news editor, art critic, or journalist to write about what you are doing.
You can send images along with the text you write for a press release. This helps a journalist to illustrate their article. Include information on how to get more images if they need them. Send a separate document with your images to explain the work:
- Give each image a different name. If you can, make the name of the image the same as the name of the art work.
- Explain more in a separate document. Write:
- the full name of the image,
- the year you made the art work,
- the size of the work,
- what materials you made the work from,
- any other information needed. For example, if it is a film, include how long it is.
Include a copyright notice to stress that they can only use the image with your permission.
A press release should have a simple and direct writing style. This will make it easier for a journalist to use it in their story. You can make a design template for your press releases so they all look the same. This will also save you time when you write another press release. Look at press releases from galleries and artists you like for inspiration. You can also see examples of art press releases.
Press release formatting
Headline
Write a short headline to title your press release. Keep this to the point. Think about the news outlet you are sending it to and make changes for that audience. For example, a headline for an art magazine can use specialised language. A headline for a local newspaper needs to be for a general audience.
Put the date and the words PRESS RELEASE in your headline to make it clear.
Sub-headline
A short text that briefly explains the whole story. Think of this as the first line of a newspaper article. Try to include all the main interesting points. Are you working with young people, in an interesting area, or with unusual materials? Think how you can hook a reader into your project.
The lead
The first paragraph needs to include Who, What, When, Where, How and Why. This is the main section of the story in detail. Resist the temptation to use your artist statement for a press release. Art journals may be more interested in the philosophy and theory behind your work but a press release has to explain an event.
Remember that:
- Journalists and critics get many press releases every week. They have limited time to read each one. Be as clear and concise as possible.
- Aim to get as much detail into as few words as possible.
- Get a friend to read it to make sure it makes sense.
- Avoid exaggerated terms such as ‘unique’, ‘breakthrough’ or ‘important’.
- Keep the press release as short as possible – ideally one page. If a journalist needs more than this, they’ll be in touch.
Your press release should write the story. This makes it more likely for a busy journalist to use it. Include, where you can:
- quotes about your work with a note of the source,
- descriptions on the background to your work,
- how you work,
- information on your other projects,
- information on your education or other exhibitions if you want to.
Notes to editors
This is a final section of bullet points that emphasises the important parts of your press release. Add your contact information for more information and to request images.
More resources
Read the Creative Boom article on ‘How to avoid common mistakes when writing press releases’.
Colin Perry is an arts journalist and researcher. Listen to him talk about how to get press attention for your exhibitions and projects.
This work has a Creative Commons Attribution Non Commercial Share Alike License