How to Use Print Promotional Tools: "Press" Releases (aka Media Releases)

If you are on a tight budget, our series of practical tips will help you use effective low-cost marketing tools to promote your art with class. So far we have covered:

Your Promotional Identity

Business Cards and Cover Letters to introduce yourself and your art

Postcards, Rack Cards, Flyers, Brochures and Catalogues, Portfolios and Packets to broadcast information about yourself and your art.

"Press" or "Media" releases build your credibility and visibility.
Press releases, also known as media releases, are now for more than journalists. You can speak directly to anyone you want by posting your release to both "bricks and clicks" publications.

Before You Write:

• Get clear on who will be reading your release: journalists, art professionals, other artists or the general public. Write to them, not a mass "audience."
• Get up to date surface mail, e-mail and social media addresses. The printed press is struggling to make ends meet, but don't discount your local or regional paper to get attention where you live.
• Decide what is newsworthy. Why should your audience care? Is there a human-interest angle? Will you be showing controversial work? Did you get an important commission? Will celebrities be there?
• Factually answer the questions "who", "what", "when", "where", "why" and "how" about your topic. Identify key words your audience uses to look for this type of information and for S.E.O. (Search Engine Optimization).
• Once you have the facts, brainstorm interesting ways to describe your news. Avoid "art speak."

Use a 4-Part Process: Write, Edit, Check, Proof.

• Write a draft without worrying about length or format. Make it appealing to your audience. Include a quote from someone who your audience considers a credible source of art information.
• Leave it for a day. Make art.
• Come back to it with fresh eyes. Edit, or  "slash and burn" away all the excess until you have 500 to 800 words. Leave it for a day. Make art.
• Ask someone else to check it. Make final changes.
• Come back to it with fresh eyes. Proof read it for grammar and spelling. Double-space the text.

Before You Send:

• Build relationships with people who have the power to spread your release.
• Select publications that attract the audience you want to attract.
• Select the best timing for your event that coincides with the publication's themes or monthly "editorial" calendar.
• Follow submission requirements and deadlines.
• Prepare black & white and color images to send in the appropriate format.

After You Send:

• Post your media release on your web site.
• Post the headline and URL for your media release on social media.
• Send thank you notes (preferably handwritten) to anyone who published, forwarded or linked to your media release.
  



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Sample:

"FOR IMMEDIATE RELEASE"
or "FOR RELEASE on 00/00/10":

CONTACT:                                                                   <LOGO>
Contact Person
Company Name
Voice Phone Number
FAX Number
Email Address
Website URL

<HEADLINE: Get Readers' Attention. LARGE BOLD TYPE.
Arial, Times New Roman, or Verdana. 80-125 characters. Use keywords.>
e.g.  "AN EVENING TO REMEMBER" BENEFITS YOUNG TEXAS ART STUDENTS <Your Town, Your State, Date>

<1st paragraph:  Capture readers' attention and entice them to read further than the first paragraph.  Clear, concise information about what is in your headline. 25 words or less.>
e.g. Arts from the Heart asked sculptor/painter Suzanne McBride for help with "An Evening to Remember", the group's annual fundraising gala scheduled for February 25th".

<2nd paragraph: Pique readers' interest to keep reading. 3 or 4 short, active sentences to expand on 1st paragraph.> e.g. Award-winning artist Suzanne McBride grew up in Austin during the days of well-funded public-school cultural arts programs. Ms. McBride remembers how her experience in those programs helped develop her sense of identity and of her place in the wider community. Wanting to encourage similar experiences in today's youth, Ms. McBride created an original painting specifically for the silent auction held during the gala. Through her artwork, Ms. McBride connects with what is noble, graceful, whimsical, free, fierce, powerful, loving or heroic in us all.

<3rd  paragraph: Add details to entice readers to take action. Build hyperlinks into the text. Recap.> e.g. The Arts from the Heart annual black-tie event features a catered dinner, live music and dancing. The silent auction features services from local and national businesses, and fine art from area artists. This year the gala is scheduled for 6:30p-10:30 p.m. on February 25th at the Wimberley Unity Church, overlooking the scenic Texas Hill country in Wimberley. Buy your tickets now at http://www.url.

<4th  paragraph: For more information...> e.g. Contact Arts from the Heart at 123-234-5566 for more information and directions to "An Evening to Remember." To view the current schedule of classes and field trips, visit http://www.url. To view Suzanne McBride's artwork, visit her website at http://www.smcb.com, call 123-456-7788 for a private studio tour, or visit Gallery on the Square in Wimberley, Texas.

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P.S. If you are bewildered about where to even begin with your promotion, reply to this e-mail with your questions and ask me about a free 15 minute consultation to help you get started.

P.P.S. If you already have a strategy but are worried you may go broke just to create and update your website, online marketing, and printed marketing, contact Robin@ArtistCareerTraining.com with your questions and ask her about a free 15 minute consultation to help you get started.