Everyone wants press for their exhibitions and events, but how to reach out can be both confusing and intimidating. To demystify the process, we’ve put together a Press Release Template and Press Grid/Outreach Template to help get you started. Here are a few more tips to empower you to get that first release out into the world!
- Be organized. Before you start reaching out to the press, you should have all your materials ready, neatly organized, and easily accessible. To begin, you should have a proofed and press-ready release and a press kit with clearly-labeled images, a PDF of the release, and a checklist for the exhibition.
- Be professional. Having a well-crafted and neatly formatted press release and press kit show that you know what you are doing and will be easy to work with for an article. At every step of the way, think about removing barriers for the writer and getting them everything they need in a hassle-free way.
- Do your research. Create a list of relevant writers, editors, podcasts, curators, and other people who should receive your press release and organize them neatly in a Press Grid. The best way to know who to reach out to is by reading and keeping yourself informed about art journalism. Update the list as you discover new people and re-use the list for new projects.
- Be bold, but not annoying. Once you have organized your materials and have a list of people who might be interested in your work, start sending those emails! Include a short note–called a pitch–with highlights from the press release and information about why you’re reaching out to that particular person (some flattery might come in handy here!). You can also follow up if you don’t get a response, but don’t badger or annoy. Remember you’re not owed anything here and it’s important to develop good working relationships moving forward.
- Toot your horn. For press outreach, it’s important to let people know why what you’re doing is awesome and special, so feel free to tell them! Just make sure your claims are reasonable and avoid pitfalls like saying you’re the first ever (you’re probably not). People will get excited when you’re excited.
Need more help reaching out to the press? You have options:
- Sign up for Essential Writing for Artists, our at-your-own-pace virtual writing program!
- Use our Press Release and Press Grid Templates,
- Hire us to write a press release for you,
- Or meet with us during a one-on-one so we can advise you.
Have more questions? Book a free 15-minute consultation to figure out how we can best work together on Calendly.