Categories
Home-and-Garden

How to address a press release

How to address a press release

One of the questions we get asked the most in public relations is how to email a press release. This seems to stump a lot of people. But the good news is that it’s easier than you probably think.

I’m guessing you’re reading this as you’ve written one and are now eager to send out a press release email to journalists in order to win media coverage. Well, when it comes to submitting a press release, you’ve got two options.

But just before I get onto that, make sure you’ve applied all the tips of the trade with our press release toolkit. After all, writing a professional quality press release will massively increase your chances of winning earned media .

Turbocharge your media coverage with our Startup Press Release Toolkit.

How to address a press release

Option 1 – send it to press release distribution services

In the biz we refer to press release distribution platforms as “wire services”. These services allow you to submit your press release to them. Journalists can then browse the press releases that have been submitted, and either syndicated them on their publications or write them up into articles.

Some services also offer automatic syndication across a number of platforms, news sites, RSS feeds and Google News indexation.

Generally speaking, the better the service, the more you have to pay. While there are a number of free services, your exposure will be minimal with these platforms. Check our guide to press release submission services for more information. This includes a list of what we consider to be the best paid and free-to-use to services.

Option 2 – email your press release to journalists directly

Your other option is to email a press release to journalists directly. This is often the preferred option for startups or other small businesses and organisations on a tight budget.

Find the most relevant journalists to email your press release to

The first thing you need to do is identify which journalists you want to email your press release to. So make a list of the publications and blogs that report on your industry. Many publications will provide a generic “contact us” style email address. However, it’s usually best to spend a bit of time sleuthing to identify specific journalists then find their email addresses. This way you can send it directly to the most relevant person, which should increase your chances of success.

Do a bit of searching on each site, to find articles related to what your press release is about. Once you find these articles, note down the name of each journalist. Sometimes the website will list the journalist’s email address in the byline within the article. If it’s not there, check the contact us section, as smaller publications often list out the email addresses of all of their journalists there.

If you still can’t find the email addresses for some of the journalists you’ve identified, don’t panic! Violanorbet.com should be able to fill in the blanks for you. Just enter the journalist’s name and website URL, and the tool will then provide you with the correct email format.

Press Release Email Example

Now you’re clutching your list of journalists’ email addresses, it’s time to send your press release to them.

The most effective way to do this is to write a brief “covering letter” press release email. You can then copy-and-paste the press release to the bottom of the email. This is preferable to adding it as an attachment or link, as people can be wary when it comes to opening files from an unknown email.

Below is an example of how to send a press release via email, along with an explanation of why we wrote it like we did.

How to address a press release

1) The Email Subject Line: State your release intention:

– Is it for “immediate release”, where any journalist can immediately publish it?

– Is it an “exclusive” where you’re just offering it to one journalist at a time?

– Or it is it “ embargoed ”, which means journalists can’t publish it until a certain date and time?

Once you’ve stated your release intention, include the journalist’s name in the title to personalize it, then briefly summarize the press release.

2 – 3) The Angle: Start the body of your press release email with your angle. This is where you explain how the announcement you’re making fits into the wider picture within the industry. Providing an angle like this gives journalists a much stronger reason to publish your press release, versus just sending them a bland announcement.

4 – 5) The Detail: Briefly summarize the press release here, so a journalist can see if this is relevant to them at first glance. Keep this very high level. It’s the job of the actual press release to provide the meat on the bone.

6) The Signpost: Close your email by signposting the journalist to where the actual press release is. As discussed above, it’s best to copy-and-paste this at the bottom of the email.

Conclusion

You’ve got two choices with how to send a press release email – you can either send it out via press release submission services, or you can email it directly to journalists. If you’re on a tight budget we recommend the second option, as it doesn’t cost anything other than your time.

To learn everything you need to know about the whole process, read our guide to press releases. This includes real world press release examples, a walk-through on how to layout the perfect press release, and journalist etiquette tips.

THE PR PREPAREDNESS QUIZ

Where to go next? Take our PR preparedness quiz and find the resources suited to your current PR needs.

Press releases are important for increasing your brand awareness and helping your public relations (PR). But if nobody sees your release, you won’t get very far. You need to distribute it effectively to get your story picked up by local and/or national newspapers, magazines, or blogs.

In this guide to press release distribution, we’ll cover the following to help you put together a plan of action that results in coverage:

  • What is press release distribution?
  • Why is press release distribution important?
  • How to distribute your press release
  • Distribution mistakes to avoid
  • Should you use distribution services?

Keep reading to learn how you can properly create, pitch, and distribute a press release for optimal brand awareness.

What is press release distribution?

Before we dive any deeper, let’s iron out exactly what press release distribution is.

It’s the process of circulating or seeding out your press release to journalists, publishers, and members of the press.

Your press release normally provides updates on your company’s products and/or services, projects, partnerships, organization structure, and more. With distribution, you allow various publications to share your press release and thus, reach a wider audience.

Why should you submit a press release?

The purpose of distributing a press release is to land coverage in media publications, such as newspapers, radio, TV news bulletins, podcasts, and blogs. That way, you’re positioning your brand in front of a wider audience.

If you only post your press release on your website, most consumers won’t know about it – which defeats the entire purpose behind writing your press release.

Gaining press coverage helps to get your business or brand name into the public forum. That helps build brand awareness – especially when 71% of journalists consider press releases to be their favorite type of content to receive from brands.

Distributing a press release also has these benefits:

1. Press releases can boost your SEO.

Implementing SEO tactics into your overall marketing strategy will help you rank high for your target audience’s search queries. This means that you’re that much closer to reaching potential customers as they search online for information related to your company, industry, product, or service.

Gaining backlinks to your site from high-authority websites is a huge ranking factor for SEO, as explained in a 2021 study by Backlinko:

How to address a press release

Distributing press releases can help you land coverage on huge publications. Additionally, there’s a chance those websites will link to yours, which can help to boost your search engine visibility.

But what happens if you land awesome coverage without a backlink?

Don’t panic – In the past, Both Google and Bing have suggested that positive brand mentions can play a role in how they rank your site, meaning positive PR coverage can aid your SEO efforts even without a link.

2. A press release can drive local foot traffic to your store.

If your business is a brick-and-mortar shop, press release distributions can help to get people through the door.

Whether you’re running an event or simply launching an eye-catching sale, measuring foot traffic into your store after distributing a press release is a simple way to gauge how successful your release has been.

3. A press release can generate more sales.

If you’re launching a new product or an exclusive line, a targeted press release can have a significant impact on your bottom line. Why? Because it helps drum up interest if it’s innovative and sets you apart from competitors.

Busy shopping days can be a great way to get your products in front of potential customers.

For instance, if you’re offering discounts on Black Friday or Cyber Monday, why not reach out to retail journalists to highlight your offers?

Your destination for insight into the world of event fundraising and charity auctions.

  • event-production (153)
  • fundraising (91)
  • travel-experiences (62)
  • nonprofits (58)
  • donor-relations (49)
  • infographic (39)
  • Winspire Packages (38)

Home / Winspire News / Write a Press Release for Your Fundraising Event [EXAMPLE]

How to address a press release

How to address a press release

This is an actual press release we did for one of our Nonprofit clients. Although it takes place post-event, it still serves as a good example to illustrate some of the components discussed below.

Press releases are helpful tools for connecting with your community, promoting your fundraising event and/or giving event sponsors more love and gratitude after a successful event.

In part 2 of our Press Release Series, we will cover 5 essentials to include in a press release publicizing special nonprofit fundraising events.

Press Release Series

We developed this mini-series to guide you through the process of writing effective media releases to promote your charity auction fundraising event.

1. Essential details

How to address a press releaseWhat is the goal of writing a press release?

The goal of writing a press release is to pique interest and entice reporters to ask questions about your organization and event.

Remember, you’re not writing the story itself for the general public – that’s the job of media outlets that pick up your story. You are simply using facts to intrigue and inform your audience (journalists). What’s more, writing an exhaustive press release leaves no room for reporters to ask questions, and thus hurts your story’s chances of getting picked up.

So keep your press release short, sweet and scannable, roughly one page in length. Include important details like the date, location, ticket price, registration information and any other attention-grabbing tidbits that help your event stand out.

Remember “The 5 W’s”: Who, What, Where, When & Why .

If you cover all of these bases in the press release, the media can then spend time asking you meaningful questions later, to create a more poignant story.

2. Exciting Elements

Include a separate paragraph with some attention-grabbing information to get the media interested in your event. Along with stating exactly what the event is (a fundraiser, walk-a-thon, dinner gala, etc.), mention exciting elements that would motivate supporters to attend.

Will there be a guest celebrity at the event? What are some of your bigger charity auction items? Is there special entertainment? The media wants to cover an event that sounds exciting, and they are more likely to cover your story if they think the public would be interested.

How to address a press release

3. Quotes

Meaningful quotes are a crucial part of the press release. They add credibility and give you more control over how your event and organization is portrayed.

Get direct quotes from past attendees, sponsors, donors or any other relevant individuals. You can also quote someone from within your organization, but generally these should be higher-ups like board members or executive directors.

Quotes can be used to highlight successful past events or to discuss the positive work your organization has been doing. They can also be used to shed light on the importance of the cause and why your nonprofit needs funds.

4. Info About Your Organization

Why are you raising money? Who will it benefit and how? What’s special about your organization?

Provide a little more background on your organization and mission for the media by including a separate section towards the end to address these questions. The media is interested in both featuring a fun event and highlighting a good cause.

5. Call-to-action

The main purpose of your press release is to get the media interested enough in your event that they inquire to do a feature on it. Tell the media how they can get in contact with your organization to get more information. A clear call to action will make it easier for the media to understand what you want from them and how best to proceed.

In part 3 of this series we will talk about methods for distributing press releases to media outlets in your area. Do you have any tips for writing releases for nonprofit event? Lets us know with a comment below!

How to address a press release

How to address a press releaseIf you want your event to shine and be well-attended by your target audience, you want to create a buzz by sending out a press release.

But, with so many people on information overload via social media, texts, and emails, how do you generate excitement? What elements should your press release include or exclude? How much information is enough? How much is too little? Should you send out a traditional press release, or would an online-only press release suffice? Including the following elements should give you a good outline of how to write a press release for an event, while generating a buzz that will tell your reader that yours is not an event to be missed! View more press release writing tips and examples in another of our blogs.

The 6 Essential Points of How to Write A Press Release for An Event

1. Headline. Grab the reader’s attention with a strong, catchy headline with keywords that people will most likely use in their search. This is your opener and what will make your reader want to read on. Include the name of the event and either the location or theme of the event. You won’t want to give too many details up front. If you’re writing an online press release for an event, know that Google will index 60 characters and Yahoo, 120 characters. Use Title Case for your headline. See what PRWeb says about press release headlines.

2. Summary. Next, write a summary of one to four sentences. It may be a good idea to write this section last, after you have written the rest of the press release. It will be easier to summarize after you have the rest of your points down.

3. Dateline and lead paragraph. These elements range from 25 to 30 words and answer the “who, what, why, when, where and how” questions of your event. Keep the text simple and stick to the critical elements of the information. The format is: City, State, (name of service or publisher of the press release, e.g. GOOGLE), Month, Day, Year – details.

4. Body. The body of the press release is where you really get to tell the story of the event. This portion of the release will usually have two or three paragraphs. Use the first paragraph to elaborate on the details of the event. Talk about the target audience, any guests who will be featured and their background, and the benefits of attending. If the venue is historic or ties in with your event in some way or the date coincides with history or a special anniversary with your company, mention this. This part of the press release can be a bit more descriptive than previous sections.

5. The boilerplate statement follows the body. The boilerplate is a chunk of text that can be used repeatedly, just as an “About” page is used on a website. This is where the details about your company are listed including; the services you provide, and perhaps names the key executives as well. It can contain your mission and vision for your company. This is the public persona you wish to project for your company.

6. Finally, the press release should include contact information. This is the company name, telephone number, address (if you wish, it is not necessary in a press release), the company’s website address, the name of the key person to contact about the release, and an email address.

Those are the nuts and bolts of writing a press release for an event.

Now, let’s look at the basic dos and don’ts of writing a press release for an event. Make your PR a cut above the rest. Hubspot also has a good blog on the matter and even offers a recommended press release template.

DOs

  • Start out strong and succinct. You need to grab your reader within the first few words.
  • Use active voice. Vibrant verbs create interesting and fresh copy and draw the reader in.
  • Identify a point person where readers can direct their inquiries.
  • Use a professional tone without jargon in your writing. Using slang, hype, and too many exclamation points may come across as more of a sales pitch, turning people off your event.
  • Tell an interesting story with your press release. Remember you want people to be drawn to your event. People are busy. They need to know how they will benefit by attending.
  • Send the press release out in a timely fashion. Sent too early, people won’t remember it; sent too late, they may already be committed to something else. Two to three weeks in advance is a good timeline.
  • Use a “hook.” Tying your event into trends, news, and social issues can add excitement and urgency to a press release for an event. The reader feels they are getting more value by attending than staying away.
  • Keep your press release within 300-800 words.
  • Spell check!

DON’Ts

  • Use clichés and common phrases that sound like a sales pitch. Fresh copy keeps your reader reading to the end.
  • Give away everything. If you want the reader to go to your website for more information, give them the desire to do so. Leave them with questions about the company, and they’ll go to the website.
  • Address your readers directly by “you.”
  • Refer to your company as “we” or “I.”
  • Create emphasis by using multiple exclamation points or ALL CAPS. These techniques lessen the credibility of your event.
  • Use bullet points or long lists. Search engines may reject your press release identifying it as an attempt to overload your document with SEO, and bulleted lists belong in an article, not a press release.
  • Include an email address if you’re writing an online-only release. The email could be picked up by spam bots and flood your email.
  • Use more than one hyperlink per every 100 words; otherwise, a search engine may view it as spam.
  • Use dashes, asterisks, and other odd symbols to create breaks between paragraphs. Just a simple line space will suffice.
  • Use HTML. You want your press release for an event to be distributed over a wide range of networks, some of which may not support HTML.

Follow these guidelines and your press release will shine just as much as your event!

If you're in the news, your voice needs to be heard

How to address a press release

Words can speak louder than actions. When you or your company are in the news, your reputation is on the line. No matter how busy you are, whether the news is good or bad, you need to be heard.

That's when you need to get out a press statement. Its sole purpose is to provide the news media with quotes from you and facts that can be attributed to you so that your side of the story is heard. A paragraph or two that can be dropped into a news story is plenty.

How to Write a Statement

Statements from you personally should always be written in the first person. You don't have to use quotation marks because the whole thing is a quote. Italics are fine if you want to set off the text. When you're releasing it to the media, don't forget contact information. Here's an example:

A Press Statement Is Not a Press Release

Just to be clear, a press statement is not the same as a press release. The latter is longer and more detailed, written in a newsy style and usually published in order to announce an event: a store opening, a product launch, or an award. The issuer of the press release wants to make news.

A statement is more likely to be widely published because it is exactly what a reporter wants: quotes and facts from the subject of a breaking story.

You need a press statement when you're already in the news, for better or worse. You might be an app developer whose startup Apple just bought. On the downside, you might be the toy entrepreneur whose product just got slammed by a consumer safety group.

Whether the news is good or bad, your reaction must be on the record. Remember when Bob Dylan was awarded the Nobel Prize for Literature and he said nothing for days? Not even, "Thanks, guys." That was a little weird.

Maybe he was just overwhelmed, which can happen to the best of us. But the great thing about a press statement, as opposed to a press release, is that it's short and to the point. It can be a brief explanation, a pithy quote, or a response to the news about you.

A statement can be released much more quickly than a traditional press release. In fact, it can be pushed out instantly to Twitter and Facebook as well as released to more conventional news outlets with few changes beyond contact information for follow-up.

Key Points to Remember When Writing a Statement

Don't get long-winded, but make sure your statement includes the vital information that people will want to know. Joe Football mentioned his shoulder because he knows his fans will wonder about it. Nobody needs his complete medical record or a quote from the doctor.

Remember that your statement is public record, so select your words carefully. If you’re unsure about something, consult with legal counsel before you make a public relations announcement to the world.

Headline. Opening sentence. Body. (What’s the story, why does it matter?) Contact information.

These are the ingredients of a successful press release. Professionals and entrepreneurs should know how to write to create one. Shockingly, many of them don’t. They are formulaic, by nature, but so are poetry, tweets, columns and other written communications. Everyone has constraints. Chefs work within an 8-inch pan to create an omelet, and the great ones know how to pick the best ingredients, and mix them to create a savory sensation. Writers can season their sentences within the confines of a release.

Press releases are not features. They are not informal pitches. They are formal, official announcements regarding something new or significant about you, your business, a speaking event, or something of that nature. They should promote your business, archive important data for future use, and hopefully, improve your SEO. Within this narrow box the biggest problem, besides long sentences filled with acronyms, centers on intent. It’s like that Toby Keith song, “I Wanna Talk About Me”:

“I want to talk about me

Want to talk about I

Want to talk about number one

What I think, what I like, what I know, what I want, what I see

I like talking about you, you you usually, but ocasionally

I want to talk about me

I want to talk about me.”

If you’re trying to convince the media to publicize your story, or posting this on social media hoping others will share, think of Dale Carnegie and his book, How to Win Friends and Influence People. “First, arouse in the other person an eager want. He who can do this has the whole world with him. He who cannot walks a lonely way.” The process is simple. Not easy, but simple. The three most important elements are:

  1. Write a short, catchy headline.
  2. Get to the Point –summarize your subject in the first paragraph.
  3. Body – Make it relevant to your audience

Subject headline – This is the MOST IMPORTANT feature. If your headline is not good, your email won’t be opened. Some reporters get 500 to 1,000 emails per day. In tennis, if you can’t hit the ball over the net, the point is over. If your headline stinks, you are done. Quickly get to the subject: what’s the story? Why should I care? Why now? Bonus: A good headline forces you to organize your thoughts.

Here’s what journalists think about your press releases with Advice from a previous column including thoughts from Derek Thompson, Senior Editor, The Atlantic. “I delete most releases after about .5 seconds spent on the subject line. Make the subject line personal, the way you would if you were asking a friend a favor. Not ALL CAPS or Super Formal but casual and knowing. “yo” has worked before to get me to open the email. ‘Hey Derek, wonderful piece’ has worked (flattery often does for journalists!). Other than that, you have to know me and what I write about, not just pitch me a story because it’s about business.”

Think of the subject headline as a Tweet. Is this something you would open? Send to your friends beyond your cubicle, ask them. Talking to Marcia down in HR or Bob in accounting won’t bring in the honest outside perspective. Here are some great ideas from Cision written by Susan Payton:

Use Appealing Data

Paint a Picture

Answer a Question

Get to the Point. What’s your pitch about? Say it. Avoid “echo headlines” where your Headline, sub-headline and first sentence say the same thing. Do you like excessive repeating? Do you like excessive repeating? Exactly. Rick Newman, Columnist, Yahoo Finance says: “If it’s a bald appeal for publicity without much substance, don’t bother because you do more harm to your reputation than it’s probably worth (unless of course the client is paying enough to justifying trashing your reputation).”

Jason Gilbert, Senior Editor at Fusion, notes that “Press releases, unlike pitch emails, should be thorough. We’re looking for all of the information about this new product or study or whatever that we can find so that we can determine if it’s worth digging deeper into. Links to websites with even more information are great, too. And you HAVE to have contact information at the end. And not just that, but you better be REPLYING to those contacts quickly, too. Don’t add an email address you never check, or a phone number for a line you never answer!”

Body. This is where you follow up on the headline and create something tasty. Samantha Murphy Kelly, Tech Editor, Mashable, says. “Often the language used is very dense and tedious to get through. I sometimes read an entire press release and can’t pull out the key takeaway. Subjects can be complicated to begin with, especially when it comes to science and technology, so language that really cuts to the chase and explains the news is most helpful. I always like to say, explain it to me in a sentence or two like you were telling your Grandmother, before getting into the specifics. It’s always good to know ‘why’ the news is important too.”

Here are some good sample headlines from releases sent to me or forwarded:

“Women’s Running Features Transgender Runner on July Body Issue Cover.” (Very descriptive.)

“Upitch App to Give Shares in Company to PR Firms.” (Never heard of this app, but the headline is intriguing.)

“3 Tips for Success on Social Media – Your Kurtz Digital Strategy Newsletter for June.” (Very direct, readers know what they’re going to get.)

“Facebook Doesn’t Care about your reach – and neither do users.” (Sounds interesting. Tell me more.)

“Why Breakfast is Not the Most Important Meal of the Day.” (Contrarian information, always helpful.)

And here are some headlines that need some work:

“Story Idea- The trend towards virtual shareholder meetings.” (“Story Idea” is redundant. The subject seems dull.)

CONDÉ NAST TRAVELER LAUNCHES THE SUMMER ISSUE ON SPOTIFY IN COLLABORATION WITH PITCHFORK. (Yawn. All caps? I still don’t care.)

More bad examples were posted by the PR Coach:

“Bean Bags to Head up the Christmas Retail Sales Charts.” (Fascinating.)

“Infinitely Virtual Launches a New Website, Again Raising the Bar on its Competitors.” (Oh boy, a new website! How unique.)

“Reed Mcpherson CEO Pleased as Oil hovers near $87 in Asian on economic hopes.” (Tired, ineffective method to insert your CEO a story.)

“Medisweans announces multitudes of additional advanced features to its existing medical billing services.” (This is a most common – and boring — type of release. A new sales channel only the home office cares about.)

To summarize, here’s what everyone needs to know about writing a press release:

In simple terms, a press release is a brief written communication aimed at journalists to announce something significant and specific: an event or a changed set of circumstances–for example, launching a new business or product, new leadership appointments or earnings results. Your press release is the basis for the article a journalist will write, or for a TV or radio segment the journalist will broadcast.

A press release is not a marketing tool or an advertisement. Its purpose is to advise journalists on an event in the hopes that the media will pass the information along, and share news about your business. If you’ve told your story well, if you’ve made it interesting and more than just a recitation of facts, a reporter may be intrigued and write a news story based on your press release.

Back-Patting Isn’t News

But all too often, businesses turn their press releases into self-congratulatory announcements that journalists ignore and discard. Your in-house charity bake sale results may mean a lot to your employees, but not to a journalist. This is best left to internal communications, your newsletter to partners, or, occasionally, to social media. But if the event you’re describing is boring, or of no interest to a wider audience, there’s a good chance your press release will go nowhere.

For your news to be useful to a journalist and result in a written article, a press release needs to be like a news story itself–with the journalist as your audience. And he or she is going to want to cover the five bases their editors want covered in every article. They’re called “The Five Ws”: Who, What, Where, When and Why. If your press release covers all these, you will have provided the essential information a journalist needs to write a story, and this is the first step in getting your message into print or on the air.

The Nuts and Bolts

But how to pull it all together? Start with a concise catchy title that briefly sums up what the press release is about. Then answer the five Ws in the first paragraph. The journalist doesn’t have time to search for your message in a press release. If it’s not clear in the headline and first few sentences, you’ve lost your chance.

Incorporate quotes from someone central to your message–the CEO, for example. Quotes in press releases have some flexibility: they don’t have to be a verbatim account of what was actually said. They are mostly used to advance your message, enhancing what was said to support and underscore the importance of the event that prompted your press release in the first place.

Dmitry is the founder of JustReachOut.io which helps 5000+ businesses pitch journalists and get published in press without any PR firms. See more here.

Never realized how important an email greeting was! Definitely going to name-drop whenever I can from now on.

I’ve always known that your introduction could make or break your emails, but I never found a resource that helped me ace it. Until now. Thanks for this – referencing a journalist’s earlier work is something I can do with virtually every email I send!

Hey Alex, I have been doing this for a while and It really works.

I know my press release is supposed to do the work – and you advise that I keep the rest of my text to a minimum. But what if I have to explain certain things and preface a press release with a few extra lines? How much is too much in that scenario?

I’ve read so many different takes on press release emails – especially about the press release itself. But the points you made make sense – it’s far smarter just pasting my press release than adding it as an attachment. Thanks!

Attachments usually send an email to the spam folder, so pasting a press release makes sense.

“Keep the relationship going”
That’s such an underrated part of the press emailing process! Glad you mentioned it. Building a relationship with a journalist is the biggest PR hack you can leverage. Once they like you – they’ll overlook any of the other deficiencies in your email.

Some really good press release email examples here. Thank you for the post … was looking for general press release examples but found some good email samples which are always helpful.

Glad to hear that Andrew. Are you doing PR outreach about a specific piece of news?

The Los Angeles Times receives hundreds of press releases every week. Unfortunately, The Times cannot guarantee to run any particular item, but a few simple procedures can help ensure that your release gets to the right editors and increase your chances of getting coverage.

What is a press release?
In general, a good press release is a concise, complete description of an upcoming news event; a timely report of an event that has just occurred; notification of important personnel or procedural changes in an organization; or other news or feature tips.

What is the best format?

  • Keep releases short.
  • Double-space.
  • Write clearly, addressing who, what, where, why and when in the first two paragraphs.
  • Identify the organization or individual sending the release and include the name and daytime phone number (with area code) of someone we can contact if we have questions.
  • Date the release and include whether the material is for immediate use or for release at a later date.
  • If you send materials to more than one of our sections simultaneously, attach a note telling us you are doing so. This will assist our editors in preventing duplication.
  • If the release is longer than one page, type “more” at the bottom of each page and identify following pages with either the subject of the release or the name of your organization.
  • Type “end” or “30” at the bottom of the last page.

Which section should get your release?
A thorough knowledge of the different sections of The Times, and of the kinds of stories each publishes, will enhance your chances of getting your information printed. Our editors are able to consider giving you coverage only if you send current, appropriate material.

Addresses and telephone numbers
If you are submitting a press release by mail, be sure to address your envelope to “(Section Name) Editor” using the section name to which your release pertains and also the main or regional address listed below. Press releases can be sent by e-mail to individual reporters or editors. Go to the Newsroom Directory for more information. All Times’ e-mail addresses are [email protected]

Los Angeles Times
2310 E. Imperial Highway
El Segundo, CA 90245
(213) 237-5000

Follow-up calls on releases
Be highly selective with follow-up calls to your releases. Only call on the most important matters.

Common press release mistakes
Providing insufficient and inaccurate information. To be useful, releases must be complete, correct and specific.

  • Omission of the name and phone number of someone editors can contact with questions.
  • Writing releases that are too long.
  • Submitting a release too late.

How to address a press release

If you’re curious about how to write a press release for an art show, you’re not alone. While press releases are a common form of content used to announce things like new products, new company mergers, new hires, and more, many people don’t know how to write them. In fact, learning how to write a press release for an art show can seem especially daunting.

Fortunately, the process is not nearly as complicated as it sounds, and it’s easy to master in just a few simple steps. PR is the perfect channel for getting the news out about your art show!

How to address a press release

How to Write a Press Release for an Art Show: 7 Essential Things to Include

How do you write a press release for an art show? What do you need to include in the document? How much detail is enough? What will your readers want to know? If these are questions on your mind, read on to learn about the seven critical elements you need to include in your art show press release.

1. A compelling headline

Regardless of whether the press release is for business, the music industry, or the art world, a headline is its most critical component. The headline is what grabs the press’ attention, and tells people about what is in the media release.

To ensure that your headline performs the way you want it to, keep it descriptive and concise. Some sources recommend keeping your press release headline to 120 characters or fewer. While that’s not a hard and fast rule, it is smart to keep it as short and succinct as possible.

On a formatting note, be sure to format each word in the headline with the first letter capitalized and include relevant details. When people read your press release headline, they should get an immediate value proposition that tells them what the press release covers, and what they can expect to learn from reading it.

2. An information-rich summary

The next most critical piece of your press release is the summary. The summary is the section that allows you to expand on the key details of your press release and include any relevant keywords that you are targeting within it.

This section of the press release should be short, detailed, and simple. Be descriptive about your upcoming events, and tell your readers why they should read the rest of the press release.

Keep in mind that this is one of your first opportunities to “grab” the reader, and you don’t want to waste it.

3. Relevant dateline information

The dateline component of a press release contains the date that the press release is published. While it may seem like a small detail, this is critical for the authority of the press release, since it allows the reader to determine whether the press release is new or old. This, in turn, allows a journalist to decide whether to contact the author of the press release for more information or keep looking for new news.

In addition to telling readers when the press release was published, the dateline also includes the city of the press release, which is important if you’re hosting an art show in a particular location. By including the city of origin in the dateline section of the press release, you stand a better chance to track to local news media and pick up local coverage for your event.

4. An exciting introduction

After the headline, summary, and dateline comes the introduction. While it may seem like the summary and introduction go hand-in-hand, the introduction is a paragraph meant to answer the following questions for any journalist that may be reading your press release: who, what, when, where, and why?

Think of the introduction as the component of the press release that helps journalists decide whether to pay attention. It should offer the relevant details of your art show and should be written in a clear and easy to understand fashion.

5. Informative body copy

Next, it’s time to focus on the body copy of your press release. While the introduction provides the critical details regarding your art show, the body text offers background information, further details on the artist, and explanations for the show.

Although the length of your body copy will depend on the art show and the details you need to share, it should feature at least two paragraphs. These paragraphs should both be short, with no more than five sentences in each.

Be sure to top-load the body copy with the most important details in the first few sentences. This will enhance the chance that your readers will catch them rather than skimming over them.

6. An original “about” section

The “about” section is a single paragraph that offers some relevant background information about you, the author of the press release. This paragraph should be short and should provide some needed details about you, your organization, or your company.

7. Current contact information

Last but not least, you’ll want to include your contact information in the press release. These contact details will be used by any journalist who wants to contact you for further information about the art show.

For best results, include your full name, your current telephone number, your email address, the mailing address for your company or office, and the URL of your website. You may also include two or three relevant social media links.

The Do’s and Don’ts of Art Show Press Releases

To ensure the success of your press release, follow these do’s and don’ts:

  • Keep your press release short and detailed
  • Write like you would speak, without too much jargon or industry talk
  • Answer the questions who, what, where, when, and why?
  • Include your current contact information
  • Get too long-winded in your press release
  • Neglect to include relevant details
  • Forget to add a city of origin for your press release
  • Get tied up in PR syndication. It’s dead , and you’ll be much better off reaching out to your local news agencies and media outlets to help you publicize the press release.

How to Write a Press Release for an Art Show: The Professional Way

Learning how to write a press release for an art show is critical for the advancement of your career.

With these seven tips, it’s easy to master the art of the press release and ensure that your local news organizations pick up your press release and help publicize your next big art show.

Need some help creating your next press release? Check out our press release writing services and have our professional art press release writers help you publicize and boost engagement for your next show.