Journalist Shares Press Release Strategy for Artists
A journalist specializing in advising artists and galleries on communication strategies highlights the importance of making a press release straightforward for journalists by delivering key details about an exhibition or event. They state, "You're trying to make a journalist's job as easy as possible to generate press opportunities." It’s crucial to evaluate the newsworthiness of the event and understand its true essence, which can be difficult for artists. Seeking advice from a reliable source is recommended. Press releases are essential for solo exhibitions, significant acquisitions, grants, publications, collaborations, or public art commissions. A template is also provided to assist in crafting effective press releases.
Key facts
- A journalist receives hundreds of press releases in their inbox and rarely reads them.
- The journalist also advises artists and galleries on communication strategies.
- A press release should provide important information about an exhibition or newsworthy event in one document.
- Before writing a press release, one must ask: Is this something the press would cover? What is the newsworthy element?
- If the answer is yes, then one must answer: What is the work really about?
- Artists might need a press release for a solo exhibition, major museum acquisition, major grant or award, publication of a book or monograph, a collaboration with a newsworthy angle, or a public art commission.
- A press release can simply be an email for inclusion in a group exhibition, a new series of work has been completed, participation at a regional art fair, a grant that's not at the level of a Guggenheim Fellowship or MacArthur Fellowship, etc.
- The journalist has mocked up a template that includes the proper format and what you need in each section.
Entities
Institutions
- Guggenheim Fellowship
- MacArthur Fellowship