Writing Effective Media Releases for Artists

The most common mistake artists make in business is a reluctance to invest in their own careers

With so many exhibitions happening every day, it's hard to make yours stand out. A well-written media release is a great way to get the attention of the press and reach a wider audience. Keep your release concise and focus on the most newsworthy aspects of your show to make it irresistible to reporters.

Your goal is to come up with an attention-grabbing news peg or angle to base your media release on. Think of a teaser that will make journalists want to read more. Once you have a powerful header, follow the standard inverted pyramid format when writing your media release. This is a common media release style that starts with the most important facts first, followed by less essential information.

The Format of a great Media Release

When writing a media release, many people use the inverted pyramid format. This form of writing makes it easy for the reporter, as all the information is neatly ordered and prioritised. Use simple language, without descriptive or big words. Keep it to a single A4 page if possible. And remember facts only! No opinions. Include relevant contact details, such as name, email and mobile number. And don't forget to send links to all your social media platforms. 

Media Release Kits Ideas

You might consider putting together a media kit if resources allow. By doing this, you are not only promoting your work but also providing the journalist with a more comprehensive look at your event. Customised stationary and business cards are key to looking professional. They don't have to be expensive, but they should reflect your work and reflect the design of your brand. 
Here are some ideas to make your media release stand out:
  • Prints of your work
  • Photograph of yourself
  • A well designed and catchy artist statement
  • Catalogues, brochures of previous or present shows
  • A business card
  • Postcards of your work (a cheap way these days to grab attention)
  • Positive reviews of your work
  • Freebies for journalists (Posters, T-shirts, stickers and other merchandise)
  • CD or DVD with 
  • Previously published articles about you

Examples of Media Press Kits

You can purchase well designed media kits from Etsy or the Creative Market, in case you do not have a brand established yet or to just make it easier for you. 

001  Block Pixie 

Available at Creative Market here.

002  Ralony Media Press Kit

Available at Creative Market here.

003  Occy Design

Available at Creative Market here.

004  Daily Creative

Available at Creative Market here.