The best press releases ever?

I've looked through the posts but don't see an answer to this question exactly. I'd like some inspiration regarding writing a killer press release. What was your best press release? What kind of results did you get?

As it turns out, something is happening here in Toledo where the "alternative" paper has started covering visual arts events, full page with pictures. The main paper has almost completely ignored visual arts other than whatever's at the Toledo Art Museum, but the City Paper and the rural Suburban Press have really started to expose it. It's great! One painter/illustrator just had a one-man show and sold out THE WHOLE THING. He had full page writeups before the show in 2 papers, and a full-pager today which talked about the sell out.

So, I want to sell out! I have a show coming up October 7 around the corner from the gallery he was at. Any tips? I'd like to be written up, to be photographed, whatever I can get, and I'll feed them a pre-written article if they're inclined to take it up.

I've written press releases before for software developments (whoop dee doo) so I understand the general structure. I have a few angles in mind, either "Mother of Four Finds Time to Paint" or "Dot-com Exec Chooses Artist's Path". Now don't snicker! It's just marketing. (But feel free to make other suggestions.)

So what was your best marketing press release story?

[Jeff Fuchs]

"Mother of Four Finds Time to Paint"

I can only speak for myself, but that headline would keep me away from your show. It makes you sound like a hobbyist, not a serious artist. Stressing your non-art life isn't going to sell your art.

Do you still have the clippings from the other guy's show? Dissect them and figure out what made them work. Don't copy anything, but get a feel for what made people show up.

I like the idea of getting your name in the paper as prominently as possible. This is no time for humility. If they run the story, try to get your most eye catching painting in print. Not necessarily your favorite, but one with strong composition. Subtle images won't show up well enough. My opinion.

Lisa Gloria studied Fine Art at the University of Illinois at Champaign-Urbana.

Lisa Gloria lives in Walbridge, Ohio, part of the Toledo, Ohio metropolitan area, and welcomes local and national clients. Her work hangs in numerous private homes including portraits, figural works, landscapes, murals, and others.

That's straight off your web page. Art buyers want to know you're a real artist. The number of kids you have is not part of their criteria.

I know I'm an amateur, but I've spent thousands of dollars on original art, and I know what would get me to show up.

[Michele Rushworth]

I agree with Jeff. Neither of those headlines shows that you're a serious artist. I think you'd be better off writing a headline that shows why your art is great, different, whatever, and not about what else you do or what you used to do.

As for what angle to use, you might want to pick a concept that ties in with something else happening in the news, or a seasonal focus.

Here are a few tips if you're not already familiar with them: Press releases that read like catchy newspaper articles get published. Editors don't have to change anything. Make the first sentence very attention-getting. Put all the important information in the first couple of paragraphs. Each paragraph should have less important stuff in it than the previous paragraph (articles get cut/shortened from the bottom). Sentences and paragraphs should be very short.

Sounds like you're already familiar with the required format for press releases. (For anyone else reading this, it's important to look up how a press release should be laid out before submitting them.)

Submit one or two 8x10 black and white photos of you and your art together, with a caption. (The standard photo is of you holding a paintbrush up to a finished painting as if you're still working on it.) Choose a painting with a strong simple value scheme that will reproduce well in low quality black and white newspaper printing.

Good luck!

Jeff, I agree, both those angles would keep me away too. My husband came up with them - I don't write well about myself.

Michele, a seasonal angle, that's a great idea!

You're both right - I want something that sounds professional, yet objective, yet interesting. All the stuff I'm coming up with is smarmy, sentimental, or arrogant. I'll try to come up with more.

[Tom Edgerton]

Michele's got good advice here, but I've found that like everything else, most publications would rather get the material electronically. You can send the release, with jpegs of you (professionally shot of course) and a painting, as Jeff suggests.

Set up a data file of e-mail addresses for every pub within a fifty mile radius, at least. Don't forget broadcast media as well--I got a nice little TV profile from a local channel off of a press release really intended for print coverage.

Once the data file is created, it's really easy to roll out a release on whatever's happening, because you don't have to create hard copies of the release, the photos, etc. Or lick stamps and schlep everything to the post office. Of course it's less expensive too.

Just make sure you keep current data on the recipients--who's the art or lifestyle editor, and so forth, and their proper e-mail addresses.

Good luck!

[Michael Fournier]

Have you thought of hiring a freelance writer? You might even find that the local newspaper's arts column is written by a freelance writer who would be willing to write a press release or even a article about you. Especially if you are showing in a local show or gallery.

Also the local chamber of commerce might also be helpful in generating a networking lead as to someone who's job is writing and would be willing to help you for a small fee. After all we express ourselves with our art. Why not get some who's profession is writing to do the writing?

Thanks everybody! I finally wrote the press release. I'll share it if it's picked up - if not I'll just fail silently, as so many times before.

I like the idea of hiring a writer, Michael. If I had pennies to spare I think it would be a nice way to spread the love. Maybe next time!

Thanks Tom, I wasn't going to send this to the news stations but I think I will. Great advice.

[Patricia Joyce]

I would love to attend your show, Lisa! I live in Cleveland. If you would provide me with the address of your show and the dates and times (here, or private e-mail) I will definitely try to attend. I enjoy your work and would really enjoy seeing some of them "live".

Is this your first "one woman show"? It must be very exciting! Looking forward to reading the release and seeing your work and meeting you!!

Sincerely,
Pat Joyce (Meyers)

Thanks Pat! I think there are a few Ohio and Michiganians around here, and so I will post this publicly here. It's not a one-woman show, but it is a one-painter show. There will be 2 ceramic artists too, Rex Fogt and Linda Ziemke.

It's presented by the Arts Commission of Greater Toledo, in their gallery (address below). This is my biggest show, for sure, and the first juried thing I ever did. I've only had 2 other group shows, back in Chicago at Corosh restaurant on Milwaukee, and my work back then was pretty sad. Those were the 2-paintings-a-year years. I'm hoping that a couple of the private galleries I've spoken with will think about taking me up after seeing it, and a commission would be nice but I don't want to be too optimistic.

So if you're in town, anybody, please do stop by. Afterwards, the Toledo Museum of Art is across the street, and open until 10pm on Fridays, sometimes with music and cocktails.

Arts Commission of Greater Toledo
1838 Parkwood Avenue, Suite 120
Toledo, OH 43624
Works on display October 6 to November 7
Opening reception October 17, 6 - 9 pm