Since you’re here, you’re probably interested in advancing your art career, gaining more recognition and reaching a wider audience of potential art buyers. A well-planned publicity campaign with a press release can help you attain those goals. Whether it’s to announce your upcoming exhibition, a newly completed series, or an award or grant you received writing and distributing a press release is the way to get the word out.
An expert on this subject is Carol Michels. Many artists throughout the world have benefited from the advice she has offered as a career coach and artist advocate. She is also the author of How to Survive and Prosper as an Artist which is now in its seventh edition and available on Amazon.
Michels’ book covers a range of topics to help artists of all career levels, from beginners to experienced. In her chapter “Public Relations and Press Releases” she takes you step-by-step through the press release writing process, offers examples of subject lines and headings for press releases and much more. She begins by providing convincing reasons for utilizing the press release in your publicity campaign.
Caroll Michels’ Reasons Why You Need Press Releases
* Press releases can lead to articles about you.
* Articles can lead to career recognition.
* Articles can lead to sales and commissions.
* Articles can lead to invitations to participate in exhibitions.
* Articles can be used as support materials to help you obtain fellowships, grants, honors and awards.
Suffice to say, you don’t want to ignore this important art business step. As Michels points out, “The press release is a tool underutilized because artists may view the media as an inaccessible planet that grants visas only to famous artists. Consequently, many press release opportunities slip by.”
Caroll Michels’ Tips for Writing Your Press Release
* A press release should contain a handle, a one- or two- sentence summary that puts the story in the right perspective.
* A press release should be written to express your thoughts and ideas about your work. (Refer to my article on writing your artist’s statement)
* A press release should be written in an appropriate journalistic style so that it can be published verbatim.
She also recommends, “If writing is not your forte, pay a professional writer to write a press release, or ask a friend who is good with words and understands the concept of handles.”
The Internal Press Release
Michels reminds us, “A press release has many uses. It does not have to be published to generate a response. In some instances, distributing a press release to friends, acquaintances, collectors and potential collectors, gallery dealers, art consultants and curators is more appropriate than sending it to the press.
She adds, “Events that might warrant the publication of an internal press release include the announcement of an award or honor, acceptance to an artist-in-residence program, and sale of work to a public or corporate collection.”
Caroll Michels Offers Great Lists
On her website Carol Michels offers four different lists: art critics list; international, national and regional art press list; New York area art press list; and the interior design and architecture press list. Each list contains email addresses and/or snail mail addresses of editors and journalists of arts-related publications, and freelance writers who specialize in the arts. You can order it as a printout, CD-ROM or through Dropbox. You’ll find her lists here.
I hope you start applying time and effort into writing and distributing press releases to advance your career reputation. And, when you do, don’t forget to add me to your list!
You May Also Want to Read These Articles:
“The Basics of Public Relations for an Artist”
“What to Do When You Receive Publicity As An Artist”
“How to Write Your Artist’s Statement”
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