How To Write a Press Release for Art Events
John R. Math | ArtMarketingStrategy.com
Press releases can be a helpful tool for artists who want to bring awareness to their art, successfully market and advertise their brand, as well as get people to their website or portfolio.
But what exactly is a press release? A press release is defined as “a prepared statement about something deemed newsworthy that will be distributed in the news media to gain attention.”
But any artist can write a press release; the secret is getting it noticed, then published.
Check out the tips below and learn how to assemble a great newsworthy press release, fit for an artist!
The headline is a line of text at the top of the press release that, in a single line, describes and brings attention to the event or news contained in the press release.
Successfully Market Your Art
In the past (prior to the digital age), headlines were created to capture the attention of the reader and newspaper editors in the hopes that they would use the release in their publication. Today this is still true, but now the headline must also be written and modified for SEO (search engine optimization). Search engines use keywords, such as “Abstract Art Show” or “Open Studios in NYC,” to locate information and generate traffic back to the source — your press release.
The headline should be descriptive and concise. If at all possible, try to limit the headline to 120 characters. Like the title of a book, each word should capitalized. Never use all caps.
In addition to an SEO rich headline, the summary section also allows artists to include secondary and additional keywords. The summary should also be very descriptive (think: who, what, where, why, when), and include why someone should attend your event. Remember, your press release is an opportunity to sell yourself as an artist, your art and your art event — so sell it!
The summary is a single short paragraph; if it’s too long, the artist will lose the reader. Therefore, it is extremely important that you write and rewrite this section to insure it includes all the important facts.