Publicity Packets

by Sophia Allison

PRESS RELEASES

Gallery owners usually send out publicity packets to the media for artists they represent prior to an opening. However, if you are showing at a co-op gallery or artist run gallery you may be required to create your own publicity packet. This consists of a press release and a black and white glossy photograph. This article covers a few basic tips to creating an effective press release.

The press release is a concise clear document that gives the necessary details of an event to the media who in turn print it or announce it to the public. It provides just enough information so that the public knows what's happening, when and where, and who is participating in the event. Also, it encourages the media to review your exhibit. Always call the newspapers, magazines, radio and television stations to get the deadline to send in your publicity packet so it will be printed/announced in time before your opening. Make sure you get the name of the person to whom you should address the packet; this may be the arts calendar listings editor, the art reviewer or writer, etc. Keep this information on a "press release" list with the current addresses for future use.

When writing the press release, it should be typed neatly on the gallery's letterhead stationary. If the gallery does not have this, make sure that the gallery name, address, and phone number is in bold on the page. Next, put the current date and "For Immediate Release." You may want to put the words " News Release" or "Press Release" in large or bold to clarify to the media what this you are giving them is.

Information that must be on the press release include: the exhibit title, the names of the artist(s) participating in the exhibition, the dates of the exhibition, the opening or closing reception date and time, the name, address, and telephone number of the gallery, and the days and hours the gallery is open. You may write a brief descriptive sentence or paragraph about the artist(s) or the work that is being shown. Physical descriptions of the work like "large-scale sculptures of gestural figurative images" are helpful to let the audience know what will be on view when he or she comes to your exhibition. If there is a theme to the exhibit or if there is something particularly significant about the artist (i.e.. he recently received a grant for this work, she traveled out of the country to create this work, etc.) this information may also be included also. Art writers or reviewers often "lift" phrases from press releases when writing their articles.

If you are exhibiting at a gallery or space that includes performances or other events during your exhibition, get all the correct information from the event coordinator at the gallery and include it within the release.

The entire release should not be more than a page long. This is simply an announcement. Artist statements do not go here. (Remember, your artist statement will be presented during the actual exhibition.) If a newspaper wants more information about your exhibition, they will call the gallery or contact person that is named on the release. You can put "For further information, call..." with the name and number of the contact. Also include the days and times the gallery is open.

PUBLICITY PHOTOGRAPHS

The publicity photograph is a black and white glossy image (usually 5"x7" or 8"x10") that you send to the media along with your press release. The work you choose for the publicity photo should have fairly strong light and dark contrasts for it to print well in the newspapers. If you decide take your own publicity photographs remember to include only the image and nothing else. (See the document "Photographing Your Work" for tips.) Make sure you put your name, the title of the work, and media on a label affixed to the back of the photo or write it with a permanent felt tip pen. If showing in a group exhibition, get at least one black and white photo representing each artist's work. You may also include the exhibition card whether it is in color or black and white. I have had newspapers print my color card instead of the photographs I sent them.

You can send more than one black and white image (plus the show card) but call the newspaper and ask before you do. I have had two different black and white images printed in the same paper. I wouldn't send more than that because you will want to have enough photographs to send to other newspapers. Also, remember there is no guarantee that your image will be printed at all. If you want to get your materials back, include a SASE. You may want to keep a few photos for your records.

Below is a sample of a press release.

ARTSPACE, 111 W. Main Street, Bigtown, WI 55555

555/231-4567

Gallery Hours: Tuesday - Sunday, 11am - 4pm

NEWS RELEASE

FOR IMMEDIATE RELEASE

JULY 25, 2003

Contact: Jane Smith or Joe Brown

Telephone 555/231-4567

Fax 555/231-4568

E-mail artspacegallery@aol.com

More information available upon request.

ARTSPACE is having an exhibition entitled "New Artists, New Works," showcasing the work of four new artist members Cindy Allen, Sheryl Grant, Christopher Pace, and John Thompson. The exhibition will run from August 18 through September 19, 2003. The opening reception will be held on Friday, August 20, 2003, 7:00-9:00pm.

Cindy Allen's recent works are large-scale figurative realist paintings and sculptures. Sheryl Grant is exhibiting small-scale invented portraits influenced by Dutch painting techniques. Christopher Pace uses varied subject matter and mixed media to create landscape-like assemblages. John Thompson takes imagery from old textbooks and maps to re-create fragmented architectural collages.

The ARTSPACE Happening Series will feature dancers Jamie Owen and Catherine Rogers. The performances will be held on Friday, August 27 and Saturday, August 28, 2003 at 8:00pm. This event is free.