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Established in Brixton, 2010. In association with Brixton Art Prize & #lofipostershow

How To Write A Creative Press Release

Got an event coming up? One of the best ways to get your audience and more followers to appreciate your art is to send a press release. Here’s some advice and useful tips to get going!

You have an event coming up. Whether it be art or music, something fancy or casual. Nonetheless, you’re a bit unsure of how to get more people to come and get coverage on your hard work. Social media is a fantastic resource in defining and finding your target audience as well as showcasing your work regularly however a press release is where coverage becomes key especially for exhibitions and events.

A press release is a statement with information about an event or causes which is then sent to the media who will then expose your event on their platforms. It’s a useful tool to gain a bigger audience and gain potential followers who will continue to support your work. Other advantages of a successful press release include other media outlets gaining interest in your work, collaboration and ongoing support for your work.

There are some key ingredients to consider when writing a press release however you can add some creative flair to truly show your personality whilst keeping it professional, concise and informative. Let’s start right from the beginning and how to also end the perfect creative press release.

Starting Your Press Release

You need to start with a headline that will ultimately catch the reader’s attention and show exactly what they need to know within seconds. You want your headline to be informative yet catchy as this will be the first thing people will read and see. To further anticipate this, consider putting your headline in capitals and underline it to really set the foundation of the information you’re about to provide. Remember to also date your press release to show the reader when it was created. Contact information at the top of your press release is also very important so make sure you include the usual email and telephone number.

Your first paragraph is one of the most important ingredients in your press release cake. This is where the reader will find out the key information about your event. Stick to basics with this one and include points about what the event is, whose event it is, where it is, when it is and why it’s happening. Once this is done, then you can start adding some more information and personality into the next paragraph. Remember to keep your paragraphs fairly short as well as sentences.

The next paragraph is expanding on what you said in the previous. This can be details about the event and what your message is. You may also talk about the venue it’s in and its history or why it’s particularly important to you and your event. Any information that can draw the reader in more and learn more about the event will be very helpful. You can be a bit more descriptive whilst still keeping it concise and informative and not overbearingly turning your press release into a whole story.

Considerations + Key Points

When writing your press release, consider which press sites and companies you’re wanting to send the information to. Think about your target audience and if they would read about your event on those specific websites or platforms. For example, you have an art event in London where you’ll showcase your art for the first time. You may consider contacting TimeOut London because your demographic reads it for events and galleries. This all comes with research.

The creative side also includes a template you may want to use so you can add some colour or different fonts. Being creative whilst making sure the information is handy and not overbearing can be a hard task but once you’ve figured it out, it becomes easier each time. Templates can be found all over the web including sites like Canva that give you pre-made templates to use for your press release.

Ending Your Press Release

And here we are at the ending. End your press release with a boilerplate. This can be a short statement about yourself and your background or the company you’re working with. It provides that last bit of information for your reader. Once your press release is done, send it out to those companies and the media whilst making sure you keep in touch with them and follow up. Like I said previously, once you’ve done one press release, it gets easier and the format becomes easier too. It’s also incredibly useful to get feedback if you can and see how you can make your press release better next time.

Good luck!

Dominique de Comarmond

Dominique is the Creative Coordinator at Studio 73. She is originally from South Africa and is also a musician and artist known as Diascia. She loves all things art, cats and coffee.

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