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How To Draft A Press Release
Building a successful art business starts with building name recognition.
If you are participating in a gallery exhibition or being featured in an art show writing an art show press release or an art gallery press release can be a powerful tool for building name recognition. The press release is an introduction to an upcoming art event that can impact the show’s outcome and could play a significant role in how many people attend the event.
Since you’re here, you’re probably interested in gaining more recognition and reaching a broader audience of potential art collectors.
A well-planned art marketing plan with a press release can help you attain those goals.
Whether it’s to announce your upcoming open studio events, exhibition, or an upcoming art show, a well-written art press release is the way to get the word out.
What Is A Press Release
A press release is an announcement of a new event, product, or service. The objective of a press release is to get coverage and be noticed by a specific audience.
The concept of writing a press release is straight forward, but completing the project properly can be challenging.
If the coverage doesn’t grab the audience’s attention or targets the wrong audience, the event could end up being a flop.
A successful art press release’s objective is to highlight an event’s key points and could be written, recorded, or videoed.
The purpose is to get coverage and get noticed by a target audience (people interested in the product, service, or show) and build excitement about an event.
Why Do Artists Need A Press Release
A press release is the first announcement of an event and makes people aware of when and where an event will occur.
Whether it is an online or offline marketing plan, a sound art marketing plan is to get the message out to the right people. A well-written press release about an upcoming event will make people aware that there will be an event.
Even if the event is a well-known annual event, it is still a good idea for you to write a press release, so your target audience will know that you will be showcasing your art at the event.
What Are The 7 Parts Of A Press Release
Before you start writing your press release, you will want to know what should be included in the release.
Here are seven components every art press release should have.
Use this as an artist press release template for upcoming events.
Headline – The headline is the release title and should grab a reader’s attention and include target keywords.
Date – Include the name, date, time, and location of the show.
Introduction – the introduction is a short paragraph summarizing the press release. Most people only are interested in the summary of the event and do not read the entire release, so make the introduction count.
Body – The body usually has several paragraphs explaining the event in full detail.
Information about the event’s host – This is a short paragraph containing information about the company running the event, including when it was founded, mission statement, and contact information.
Call-to-action – This is where you sum up the release and give a clear call-to-action for the reader, so they know what to do next.
Contact Information – At the bottom of the release, include a way for people to contact you and include links to your social media business pages, including your artist website.
How To Write A Press Release For An Art Show
Before you start writing your release, gather all of the information that you need to fill out all of the required fields of the art press release.
Some of the information you will have like your contact information, social media accounts, and website, but you will have to reach out to the host of the event to gather information about the company, their contact information, and what people should expect when they attend the event.
When you gather the information, write a rough draft, and continue to add important details.
When all the details have been documented, rewrite the release, and include searchable keywords to make it easier for your target audience to discover it online.
Including information about other artists participating in the show might also help you to reach a broader audience. Once the press release has been proofread and you have the final copy, send it out to the artists you mentioned and ask them to share the press release with their social media following. Many artists will be more than happy to share the release because it is also highlighting them.
How Much Does It Cost To Release A Press Release
Distributing your press release locally or to most states will cost $350. Targeting your top markets or regionally will bring the price up to $575, and sending your press release nationally will cost around $805. (Source: Prowley)
You can also send out the press release for free on your social media accounts and newsletter group. Investing money for the release will depend on the event and your business goals. You will have to decide if investing in a press release is in your best interest. Or would promoting it free on social media be more profitable.
Outsource The Press Release
Preparing for upcoming events takes up a lot of time. Dedicating the time to write a press release might be too much for you to handle.
If you can not devote the time required to write press releases for your events, it might be in your best interest to hire a professional from Fiverr to write up the artist’s press release. Just ask them what information they will need to complete the job, and you can focus on getting ready for the show while they are preparing the release for you.
Final Thoughts On How To Write A Press Release
If done correctly, press releases could be a powerful marketing strategy that could help you be introduced to a new audience.
The critical thing to remember is to spend quality time writing press releases because they will be the first impression of the showing.
If you lack time to write it correctly, hire a freelancer from Fiverr.
For more on writing successful press releases check out this book:
How to Survive and Prosper as an Artist: Selling Yourself without Selling Your Soul (Seventh Edition)
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How To Write An Artist Press Release
What are your thoughts about writing a press release? Have you outsorced the job in the past. Let us know in the comment section.