by Carolyn Edlund
Promote your artwork by writing press releases to spread the word. Here are two types to know about.
As an artist, creating press releases can be an important way to promote your work to different audiences. A press release is a written communication that announces something newsworthy about your art. This article will address the creation of two different types of press releases: those written for the PR wire, and those written for the artist’s audience and general public.
Creating a Press Release for the PR Wire
A press release for the PR wire is designed to reach journalists, bloggers, and other media professionals. It is typically longer than a press release for the public, and will contain more details about the artist’s work. When creating a press release for the PR wire, keep the following in mind:
Clarity is essential
When writing your press release, make sure you are clear and concise. Journalists are bombarded with releases every day, and they only have limited time to skim them, so yours needs to stand out. Provide all the necessary information without being too lengthy. Include the who, what, when, where, and why of your art, your event or your announcement, and its significance.
Use strong headlines and subheadings
Your headline should be attention-grabbing and entice the reader to go further. If you don’t feel you have the copywriting chops to create headlines like this, give ChatGPT a try. Ask it to generate a list of suggested headlines—you may just strike gold. Then, use subheadings within the body of the release to break up the text and make it easier to read. This article uses subheadings to make it easy to skim the text and hone in on specific topics, as an example of what you can do to make your press release readable.
Include quotes in your release
Journalists thrive on including quotes in articles, which add personality and detail. Write your release from a third-party perspective and include quotes from yourself as the artist. Use any quotes you can obtain from experts to add credibility or highlight the significance of your artwork and its impact. And consider quotes from collectors which act as testimonials.
Provide contact information
Always include contact information in your press release, such as an email address and phone number. This enables journalists to easily reach you for more information or to arrange an interview. In this way, a press release can act as a precursor to an entire article about you.
By sending releases to a wide group of press outlets, you increase the chance of getting coverage. If you are ready to create your first PR wire press release, find specific instructions, examples and templates here.
Creating a Press Release for the Public
A press release for the artist’s audience and the public is designed to generate interest in your work and drive traffic to your website or social media pages. It is shorter and more focused than a press release for the PR wire. When writing that type of press release, keep these items in mind:
Be conversational
Your press release should be written in a conversational tone, using language that is engaging and easy to understand. Avoid using industry jargon or overly technical language that may confuse or turn off your audience.
Highlight the benefits
Focus on the benefits of your art and how it can enhance the lives of your audience. Use examples to illustrate the impact of your work on the people who have experienced it.
Use visuals
Include visuals, such as photos of your art or even videos, to showcase your work and make it more engaging for your audience. Use high-quality images that accurately represent your work.
Provide links
Make it easy for your audience to find more information about your work by providing links to your art website and social media pages. This will also help drive traffic to your online presence and increase your visibility.
When creating a press release, it is important to consider the audience and tailor the content accordingly. By following these guidelines, you can create effective releases that generate interest in your work and increase the visibility of your art and yourself as the artist.
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