Home » business of art, Entrepreneur
How to get Free Press – The Art of the Press Release
I’m a bit of a media call girl, I must admit.
A huge amount of my effort goes into public relations, all with the goal of building up the brand of Artist Drew Brophy through media exposure.
Why? Because exposure = popularity = interest = fans = sales = success.
The hard to swallow truth is this:
The most successful people are not necessarily the most talented; they are the best marketed.
Many people mistakenly think they have to go out and spend money on advertising to get press. But for small business owners, that’s not always the best way to go.
Free press is so much better than paid advertising! When you’re written about in an authentic story of interest, the public is more likely to pay attention to it. And, it’s better because it’s free…leave the expensive advertising to the Coca Colas of the world.
Having an authority (like a newspaper or magazine or blog) to write about what you’re doing gives you exposure and credibility. And the more of those 2 things that you get, the more people will know about you AND will trust in what you do.
In the past few years, Drew’s art has been on the COVER of many publications: Surfing Magazine, Eastern Surf, Airbrush Technique Magazine, Longboard Magazine, So Cal Magazine, Pinstriping & Kustom Graphics and SC Times Newspaper, to name a few.
He’s also had full color art in magazines such as Playboy, Spin, Surfer, Juxtapoz, Art Business News, Royalties and License. (And then there’s numerous mentions in trade magazines, too many to count.)
And though I’d love to say that all of these publications come running to us for a story, that would be a lie.
The truth is, we work at it constantly. We send out press releases several times a year and we keep in close touch with the media.
But, how do you get an editor to care about what you’re doing?
By sending a proper press release: According to expert promoter Artist Tara Reed, a press release is “a one-page document that tells a specific piece of news about your business – it’s an announcement.”
There is a strategy for sending press releases, and I’m going to share it with you, along with information I pulled from Artist Tara Reed’s wonderful e-book titled LEARN HOW TO BE A PRESS FRIENDLY ARTIST (This book is not just for artists, it’s applicable to ANYONE looking for details on how to write and submit press releases.)
I’ll use my most recent press release as an example of how sending out a press release is effective in getting free press:
I sent a press release to announce that the Cox Network in San Diego picked up my tv show, THE PAINT SHOP. (You can see the press release here.)
To announce the news, I emailed a press release to publications and online news sites.
The result: Over a dozen blogs and media/news websites picked up and listed my release AND we got an interview with a writer of a column called JOE SURF in Laguna Beach, which made it into the printed paper that week.
HOW TO CREATE/SEND A PRESS RELEASE CHECKLIST:
1.) HAVE SOMETHING TO ANNOUNCE: You have more interesting things to announce than you think!
THE KEY IS TO NOT SELL, BUT TELL. What I mean by that is: You want to send out “newsworthy” releases, not advertisements. Here’s just a few ideas for you:
- You changed companies
- You won an award
- You wrote a book
- You signed a new deal or license or partnership (get your partners approval before sending)
- You have an event coming up, like a “ten years in business” party or an art show
- You’re doing something great for a charity
- You’re paddleboarding 225 miles down the rapids of the Grand Canyon
- Anything that could be considered Newsworthy!
2.) CREATE YOUR “MEDIA HIT LIST”: Make a list of RELEVENT media sources and their contact information. This can be done in an Excel spreadsheet or your e-mail program where you keep lists.
Many years ago when I started compiling my lists, the internet was not a source of information. I did it the old-fashioned way – I would pick up a newspaper or magazine and I would find out who the editor or journalists were, and add them to my press list. Now, most of the information you’re seeking can be found online.
Separate your contacts into groups, so that you only send what’s relevant to each group. Don’t send a story about a local event to someone in another state (or anything obviously irrelevant). You will quickly be put on their “spam” list and you will kill any chance of them paying attention to future releases.
INDUSTRY LIST: Since Drew is a surf artist, I focus heavily on the surf and action sports industry publications such as Surfer Magazine, TransWorld Surf, etc. There are many online news websites in the industry as well, such as Surfline.com.
LOCAL LIST: Since many newspapers like to write about local people, I also keep a list of relevant journalists and contributors to local newspapers such as the Orange County Register and the SC Times and Sun Coast News.
3.) WRITE YOUR PRESS RELEASE – There are professional standards to how a press release is written and structured, and you can find help with that online, or you can buy HOW TO BE A PRESS FRIENDLY ARTIST by Tara Reed, where there are sample releases and a lot more information.
Here are a few quick tips:
- Have a compelling title, so that your press release isn’t trashed.
- Keep it to one page, so it’s not trashed.
- Make sure it’s interesting enough, and never ever seem like you’re selling something, so it’s not trashed.
- The overall goal here is this: Write it so that the editor doesn’t throw away your release!
Writing a release often takes me all day long, no kidding. I obsess over making it interesting, compelling, well worded and properly written. But it’s worth the time that I put into it because I always end up getting at least one or two write-ups in the printed media.
You get better and better at writing releases as time goes on. I’ve gotten good at it, though I’m still not quick.
4.) ATTACH A GOOD, PRO PHOTO – as Tara Reed says, “You want to have print-worthy images.”
We always make it a point to have professional-looking photos at the ready when a reporter calls. The more your art or your products or your face is printed in the paper, the better.
(You can read more about photographs in my post titled WHY ARTISTS SHOULD SHOOT THEMSELVES.)
5.) POST YOUR RELEASE TO AN ONLINE DISTRIBUTION SITE: Tara Reed goes into great detail on this in her book. Basically, an online press release site puts your release on the internet, which can be picked up by search engines. It’s like putting on public record your announcement, and it stays there, always.
Some of these sites charge for use, and some are free. I use the free one called PRLOG.Org, which I found through Tara’s book. I am not opposed to paying for a press release site, I just haven’t found the one I want yet. I’m still cogitating on that.
6.) EMAIL YOUR “MEDIA HIT LIST” your release. Be sure to send it to the media which is relevant. Then be ready should someone call for an interview or more information.
If you get a call from a writer, jump on it immediately. They work on tight deadlines, and if you don’t respond quick enough, they’ll move onto the next story.
I hope this was helpful. If so, you can thank me by leaving a comment! Or, leave a question in the comments. Either way, I want to know what you’re thinking.
Maria xxoo
*I refer to Tara Reed’s HOW TO BE A PRESS FRIENDLY ARTIST e-book often, as I’ve learned quite a bit from it. Even though I’ve been doing press releases for over ten years, the rules keep changing!
I highly recommend this 80 page e-book if you want help with: Properly wording your press release; Understanding of how the online distribution sites work; Samples of press releases; Tips on how to entice the media through headlines, and so much more. It’s extremely thorough. (I am an affiliate for the book, which means that if you buy a copy I will receive a small commission. I only recommend items I find to be of incredible value, and this is one of them.)
Similar Posts:
- Self Promotion is NOT a Dirty Word – 11 Ways to Market Yourself
- Say Yes! To All Opportunities for Media Exposure
- Branding Art from Surfboards to Greeting Cards – by Kate Harper
Tags: business of art, entrepreneur, free press, magazines, media, newspapers, press release, Tara Reed
linda
04. Jul, 2011
Thanks for your perspective on this and a run down of the process. I think the hardest part for most is picking out what is news worthy. Everything seems “normal” to me…so not sure what would be newsworthy in a sense… You know, for those of us who don’t have a TV show
Maria Brophy
04. Jul, 2011
Linda, yes, I agree, but sometimes we don’t realize that we are more newsworthy than we think!
Many of my press releases have been to announce a new project, like Drew creating art for a line of clothing for Hinano Tahiti Co, or a charity event we are involved with. There are so many things that you can announce!
Like, your journals where each one is unique….you can write up a press release turning that into a newsworthy item such as: unique journal encourages people to record their lives (come up with better wording than that, but this gives you the idea). Now, maybe you won’t be interviewed, or written about in print, but maybe you will. AND, if you use PRLOG.ORG it will be on record on the internet, and there are so many other benefits that go with that, too.
linda
05. Jul, 2011
Thanks so much for your input, Maria! I will definitely have to do some brainstorming!
Megan Duncanson
04. Jul, 2011
This is such a Perfect and Timely read for me Maria! I’m starting a whole new Lifestyle Brand based on a new line of art and I’m looking for as many ways as possible to get the word out once the brand is luanched. Thank you for always providing such great advice and inspiration to artist entrepreneurs
Maria Brophy
04. Jul, 2011
Megan, your new lifestyle brand launch is the perfect thing to announce! And, if you send the release to License Industry media, you’ll most likely get picked up by at least one and printed. And, most likely, their online news feeds.
Can’t wait to learn more about your new project!
Archan Mehta
04. Jul, 2011
Maria,
Guess what?
I woke up today in the wee hours of the morning. I was not quite conscious when I chanced upon your latest and read your post.
So, my eyes read : “I must admit I am a call girl.” I thought I was having a nightmare. This was bad news. What? Has Spunky suddenly morphed into the “Pretty Girl” played by Julia Roberts in the movie. You mean, one of my best on-line friends is now walking the streets on Sunset Boulevard? And Hugh Grant is trying his cheesy, pick-up lines on her although Liz Hurley is waiting at home?
I could not believe it, Spunky, seriously this had to be my worst day?
Was business really this bad for Drew? You had not managed to sell any paintings in a while, and the economy was in tears and tatters?
This is what it had come down to? I was just thinking of starting a charity event–just for you–to get you off the streets when I finally re-read the dang piece and I realised my mistake. I am such an idiot.
Or, as hormonal teenaged girls would shriek: Oh, my God!
Jokes aside, this is definitely one of your best blog posts. It is useful.
Thank you for your value-added contribution. We appreciate your effort. PR is a must for any business to live long and prosper, as the Vulcan Spock would say: I am such a trekkie, by the way. Groovy.
Cheerio.
Maria Brophy
04. Jul, 2011
Archan,
Happy 4th of July to you! Yes, the call girl reference – it was a kinder way to refer to myself and my relationship with the media than the commonly used phrase of “media wh*re”!!!
Colleen D. Gjefle
04. Jul, 2011
Maria, I’ve been trying to get my first press release (for a new photo studio in Philly) printed by the local press, but haven’t had much luck. I had been thinking about trying a different format and even sending out hard copies (I figured not many people can still be mailing hard copies, right???). Your newsletter in my mailbox was timely and I can only take it as a positive sign from the Universe as well as VERY helpful! Thanks so much!
Maria
04. Jul, 2011
Colleen,
Make sure your press release reads like a story of interest (the press wont respond if they think it’s advertisement).
You could use an attention-grabbing headline like “Boudoir photo studio aims to give women confidence ” or something like that…
And then write about how the process of the boudoir photos are uplifting for women, because a common problem women have is feeling unsure about their sexiness. The process of taking the photos and the end result is a confidence builder and helps make stronger marriages, or some angle like that.
That way, you’re not making it about you or your business, but about how what you do helps people.
THEN: Send to all the local newspapers in the area, and online news outlets as well. And Yes, sometimes sending a fax or a hard copy by mail does the trick. I’ve done that many times!
Colleen D. Gjefle
04. Jul, 2011
Thanks for the additional (personalized) suggestions. Got me thinking about a couple different human interest angles as well. I will try the good old fashioned hard copy as well! Thanks again and happy 4th of July!
kara rane
04. Jul, 2011
hi Maria*
clear advice -thank YOU.
my best tip,,,find a New Yorker – or equally busy driven person- and see if you can hold their interest for as long as it takes to give them your
press release story. – news is what you make of it.
Kelly Fitzgerald
04. Jul, 2011
Fantastic post! Thank you for sharing this information with us Maria!
Gwyn Vermeulen
04. Jul, 2011
Yes, that was very helpful as always. Thank you!
Sharon
04. Jul, 2011
Once again, excellent advice! I never even thought of a PR in the ways you have mentioned. Great ideas!
George Olson
05. Jul, 2011
Marie,
You are so right that marketing is the key to selling art. Some great artists cannot make a living with their art because they do not know how to market it. You really have a gift to help us artists with all of your helpful hints. Your husband is fortunate to have you with your talents and “common sense”. I am starting today to put together my press release that I have been putting off for 2 years. Thanks!
Indigene
05. Jul, 2011
Maria, once again, you are right on target! I got the cover of a major newspaper, Art & Style section based on this advice! So be persistent, courteous and willing to act when the media calls!
Maria Brophy
08. Jul, 2011
Indigene, I’m so glad to hear that you’ve had success with being covered in the paper. Congrats! Thanks, too, for always reading and commenting on my posts. It’s nice to have you here!
My-Tien
06. Jul, 2011
Thank you for this post. I’m working for a start up right now and this information is useful. I have to admit I didn’t really think about press releases as something’s doable because I don’t have any background experience in it. Bookmarked.
10 Principles for an Artists Success | 10 Success Principles for Artists - Maria Brophy
07. Jul, 2011
[...] 4.) Promote yourself Shamelessly: Marketing is how you announce to the world that you have something to contribute and it’s for sale. Tell everyone that you are an artist. Hand out business cards. Keep your website fresh, because it’s your window to the world. Document your work with photos and video. Ask the media to write about you. [...]
Franziska San Pedro
07. Jul, 2011
Hi Maria,
I have been kind of lucky so far, the past local writers “found” me through other connections looking for someone interesting to write about.. Those opportunities were presented to me on a silver tray. Lucky me. I wasn’t even thinking about someone writing about me.
But I should have a look into finding more opportunities and also expose myself and my artwork more this way.
Cool, thanks a bunch,
Franziska San Pedro
The Abstract Impressionist Artress
Maria Brophy
08. Jul, 2011
Franziska, that’s awesome that so many writers are finding you! You must be doing something right….
Just think of what you can do when you start really focusing on the PR – you’ll probably land some great write ups.
Congrats on your success!
Rick Davis
08. Jul, 2011
Maria,
The information from both you and Tara Reed is priceless.
I used to to have a PR person for my Architectural Design Office here in FL. As the resession gained strength, and my work load took a nose dive, I had to cut back alot of valuable advertising. However, this “deadline – free” schedule has allowed me to build a better portifolio in the Freelance Art field. A dream I have had since I was a kid copying Rick Griffin’s 4 fingered cartoon surfers back in the 70′s. Now I just have to find a way to make a living doing it.
I used to feel when Im not producing something, Im not going to suceed, (at either my Architecture office, or my home studio). Through your blogs, you have opened my mind to realize marketing is as, or more important than the production itself. I wish I didnt stumble so much with the marketing end of becoming a sucessfull artist. With your much valued input, I am getting closer.
Maybe someday I wont have all the Architecture related problems such as… building codes, zoning setbacks, and permits.
Thanks again.
Maria Brophy
08. Jul, 2011
Rick, thanks so much for your comment and kind words!
There are so many pieces to the puzzle when it comes to being a creative entrepreneur – the actual artwork, then the marketing and branding and online presence, etc. etc. it seems to never end!
Regarding Rick Griffin – funny you say that – my husband Drew has been a huge fan of RG since he was a little boy! You can see the strong influence in Drew’s artwork.
I wish you well in all that you do, Rick!
business buzz 7-9-11
09. Jul, 2011
[...] How to get Free Press – The Art of the Press Release – Things to write about, ways to get an editor to notice, and links to a great resource for artists who want to be more media friendly. [...]
Kelly Fitzgerald
11. Jul, 2011
Just purchased “Learn How to Be a Press Friendly Artist” through your affiliate link! Thanks again for the information Maria!
discomedusa
11. Jul, 2011
excellent tips, thank you!
Roosevelt Clark
12. Jul, 2011
I can not thank you enough for this very informative, and extremely helpful information. I recently started an online art sales business, and I must admit that the idea of press releases never entered my mind. Again, thanks very much for this wonderful information.
R. Clark, Artist
Self Promotion is NOT a Dirty Word – 11 Ways to Market Yourself | Art Marketing - Maria Brophy
13. Jul, 2011
[...] Press Releases – Learn how to send press releases to the media when you have something to announce. List it online on websites like PRLOG.COM and other press release sites, so that there is a permanent record online. (Also, Say Yes to all Opportunities with the Media!) [...]
ellieb203
20. Jul, 2011
Very timely.
Do you:
1) put release in main body of email, or
2) do you attach as Word file, or PDF and
3) do you dump photos in with Word file or do you attach separately??
Maria Brophy
20. Jul, 2011
Ellie, to answer your questions:
When emailing releases, I do it this way: I attach the release as a PDF, AND I copy and paste it in the body of the letter. I also attach any photos (low res), separately. That way they can use the photos if they need to, how they need to. I also include a statement at the bottom of the release that “high res photos are available upon request.”
ellieb203
20. Jul, 2011
Thank you for clarifying. Big help.
cabecaFeita
20. Jul, 2011
Really nice tip! Fabulous and precious thing! thanx for this!
Marie Kazalia
29. Jul, 2011
Just want to say that I wrote and published (on Yahoo!) a review of the Tara Reed book:
How to Be a Press Friendly Artist– the Latest Ebook by Art Licensing Mentor Tara Reed
http://www.associatedcontent.com/article/8075513/how_to_be_a_press_friendly_artist_the.html
Kat Cameron
10. Aug, 2011
Maria, omg, you are such an inspiration! thanks sooo much for this, it’s just what i need. I really need to bust a move and start promoting myself – because no one else will unless you tell them to basically!!!
I will keep checking back with you and your awesome help! thanks again, xox Kat
Marie Kazalia
11. Aug, 2011
My review of Tara Reed’s ebook:
How to Be a Press Friendly Artist– the Latest Ebook by Art Licensing Mentor Tara Reed
http://www.associatedcontent.com/article/8075513/how_to_be_a_press_friendly_artist_the.html
Stephen Melancon
12. Aug, 2011
Hello Maria, this post had great timing for me. I represent my wife, who is an oil painter, and I was working on a press release when I saw your tweet and read this post. Thanks for the tip on PRlog! I just set up an account and did my first release.
Great information. Thank you.
Que
18. Oct, 2011
i like the posting the tips were on point but its hard for me to find whats news right now because as an recording artist people wanna know what you have done before you get press but before you can do the stuff you wanna do u need press so how do u go around a circle lik that as a recording artist n also i really don’t know what to write about that would stand out to people that i’ve done
ally
07. Nov, 2011
Hi Maria! its the 1st time i saw your website! Really helpful information! Thanx so much! i have an art exhibition coming up at the end of this month! im really stressed!! who would you advise to invite? I know you mentioned magazine editors, but who else do you think might be interested in my event..?thanx alot again!!
Ally
Beverly Hayes
23. Nov, 2011
Hi Maria,
Just checking back in on licensing stuff after a bit of an absence. As usual, this was an incredibly helpful article and I thank you for your willingness to share your insight, experience and resources so selflessly.
Beverly
Peggy Martinez
30. Nov, 2011
Hi Maria,
Tks for reposting this! Great timing, I’m working on a big project and this is just what I needed!
Peggy
Branding Art from Surfboards to Greeting Cards – by Kate Harper | business of art - Maria Brophy
21. Dec, 2011
[...] Get the media to write about you. Contact magazines that have readerships that would be interested in what you do, send them your [...]
Spade
08. Apr, 2012
Love your post, super helpful! I just opened south Florida’s largest tattoo shop with my own two hands and a few dedicated souls! So we want to get the sorry out, this place is a. 2,500sq ft artist playground!
Hope you join our movement!
HyperInk
Believe the hype!
Market Your Business By Getting Free Press
15. Apr, 2012
[...] with compelling angles. The way you word a press release can be instrumental in determining the amount of attention it receives. Specifically, you can maximize this degree of attention by offering a compelling story [...]