"Jake", 2006 Sam Messer
In the previous articles in this series, we shared 6 Steps To Write A Great Art Press Release and 3 Examples Of Art Press Releases That Get Attention. Now it’s time to submit your press release to newspapers and online newswire services. Here’s how!
Submitting Press Releases to Newspapers
I would suggest that there are two major tiers of newspapers – the first being smaller local and regional papers and the second being the major national brands like the New York Times, LA Times, Minneapolis Star Tribune, Sydney Morning Herald, The Times, etc. Unless you have something which is really going to get the world’s attention focus on the local newspapers first – at least until your art becomes a national brand!
Most local and regional newspapers now accept (and prefer) press releases by email. In the contact section of the newspaper look for an email address to send press releases to. In a small publication most everything will go through the general news editor whereas mid-size papers may have category editors. In that case you would be looking for an Arts Editor.
It’s tempting to simply email your press release to the publication and then imagine that a bunch of arts writers will receive it and be standing around enthralled by the content. But in most cases that won’t happen! Your press release might not even get seen or read because of the sheer volume of incoming information. So here is what I would recommend:
Like everything in life success comes down to relationships. So try to establish some sort of relationship with an editor or arts editor at the publication you are sending your press release to. This may take time but in the beginning it could be as simple as sending a short introduction email asking for the correct email address to send an arts-releated press release to and requesting a copy of their editorial guidelines. That way they’ve seen your name and you’re not just an anonymous press release coming in to their email box. You could even place a quick phonecall to the editor – but be very brief and don’t take up more than a minute of his or her time.
You would be amazed how much difference just a few moments of personal connection can make – it sets you apart from the impersonal feed of anonymous news.
When you are clear on the correct submission email address and editorial guidelines simply email your press release and move on to your next task! Do this with all local and regional newspapers. You can also use the same procedure with local magazines and art-related magazines. Don’t go trying to get into major publications like Art In America or Art News though – save that until you have built up some local and regional momentum.
Submitting Your Press Release Online
You should also submit your press release to online newswire services. This is potentially powerful as your press release can be picked up and republished by online publications. You can also find your news showing up in google news alerts and other online information services. This is definitely worth the effort.
The first step is to choose an online PR service to use. There are a huge number out there – some paid and some free. Each has their strengths and weaknesses but most will fulfill the basic requirement of getting your press release online. You don’t need to use a paid service unless you feel it offers you a valuable advantage.
How To Find Free Online Press Release services
Naked PR has a fairly recent list of free online press release services here: Big List Of Free Press Distribution Services
We don’t endorse or recommend any specific service. In the past we have used PRLeap however this is no longer a free service. Just last week we tried one from the Naked PR list called PRLog and found it very simple to use. You can see our press release online here: Art Marketing Secrets Announces……
The procedure for releasing online is quite straightforward.
- Signup / Create and account with with An Online PR Service (You can choose one from the Naked PR list)
- Create a Business Profile and add your contact information
- Enter and submit your press release
Note that most of the online services are very good in that they tell you all the fields you need to fill out and the appropriate length for each. As long as your release is well written you should find this process very simple and enjoyable.
That’s it! Now its time to get back to work and start planning for your next newsworthy art event. Remember that repetition rules and consistency counts so plan to submit press releases regularly and like the squeaky wheel you will get the attention you deserve.
