In this day and age, the artist is often not only an artist but must wear many hats in their own small business. One crucial aspect is marketing—getting the word out there that your work is available and telling the story of your work and life as an artist. It’s also important to notify the media and your clients about upcoming exhibitions and events. In order to do all this, you need to create a media kit. The media kit is made up primarily of two things: images of your work and/or the event space, and a press release. This is simply a page comprising a few paragraphs that give your clients and the media the information they need to attend or cover your event in their magazine or news outlet. In this Art Industry Insider, I’ll discuss the basics of a press release.
Artist and gallerist Vanessa Rothe writing a press release.
A press release is a vital tool and an important part of any event or personal promotion. It can be used to raise awareness and create an enticing image. It should describe an event or promote a show, a new painting or a workshop. It also needs to answer who, what, where and when (and sometimes how). Within your press release, you’ll want to include a clear list of basic facts, then sprinkle in some colorful, descriptive writing. It should be easy for anyone to read. It’s a good idea to have a quote or two in the release as well, so readers can hear from the artist or the gallery owner. This makes it more personable, and your audience will better connect with it.
Top Upper Left
Write the words “FOR IMMEDIATE RELEASE” and a date to indicate when it was released. This tells the media contact and the public that this information can go public now. Basic information should be placed here, including the title of the show or event; the location and address of the event, as well as contact details like a phone number, email and website; the start and end dates of the event, including the time; and last but certainly not least, the artists who will be involved (and any other important people).
TIP! Make sure you double check all the facts, especially dates and times!
Paragraphs One and Two
In the first paragraphs, just like in college, you need a catchy phrase or line such as “Join us for this exciting new event where east meets west in an array of new works by award-winning artist blank.” Then that is followed by the why and how. The most important information should come first. Example: “This unique show brings together work from the far east and the sunny west, comparing their work and discussing the similarities and differences.” Think about your audience who are you writing this for, in order to keep things organized and provide people with information that you would like them to know first. In the bulk of the first and second paragraph, tell your audience why this show or event is happening. Did the artist make some new work? Did the gallery curate a show with your work in it? Put yourself in their shoes and try to think of questions you would need to answer if you were the reader, a member of the media or a client. These two paragraphs are usually a macro look at things—an overview.
TIP! Put a catchy phrase in the subject of your email. Have a friend or family member read it for content and errors before you send it out.
Paragraphs Three and Four
In the third and fourth paragraphs, you will want to dive in more of a “micro” look at things. Here you can talk about the artist’s history or their style of work. Maybe state the artist’s awards, if any, or what the gallery is known for. Here you can add a quote by the gallery owner and have them talk about the show and why they are organizing it, or discuss a particular work.
This would also be the place to describe the art as best you can, if it feels applicable. What style is it? Can you place it into a genre? Realism, impressionism, expressionism? Then talk about the medium. Oils, watercolors, drawings or all of the above? Talk a little about the technique and how the artwork was created. Don’t get too technical, but if you do, make sure to define the words and technical terms. Think about what makes this particular show different or special and talk about that. This is also a good point to include a direct quote from the artist.
If it’s for a workshop, let them know all that you will be doing at the event. Break it down for them and try to sell your workshop by providing some quotes that discuss what you will teach them and what they will walk away knowing. You are simply giving information. Write it as if you were telling it to them in person. For example: “In this workshop, I’ll be giving you some important tips on how to create atmosphere in your landscapes with the use of color, light and values.” Think about ending these main paragraphs with a personal note such as, “We hope to see you there!” or “Look forward to teaching you all about color!”
TIP! Make sure to get an individual’s full approval of their quote by having them read your final press release before sending it out. And try to keep it to one page. If two, make sure you add the words “continued on next page” at the bottom of the first page.
Paragraph Five
In the last section, you will want to include captions for the images in your release. For artwork imagery, captions need to include the title, size, medium and year created. If it’s a close-up of a work, indicate “detail.” If it’s a venue, indicate the name of the establishment. You can attach low-resolution images and add a note indicating who to contact for the high-resolution print versions that can be emailed to them when requested. This protects you from someone using your high-resolution images when you don’t want them to. Supply your name, email and phone number here.—