The following information is for a complete press mailing. There are suggestions included at the end on how to cut down the process due to time and/or budget constraints. Please see the section that has the "quick list" for Boston area calendar listings and also the section that has examples of press releases, PSA’s and calendar listings.
Often people only look to get coverage in the big named papers, but many of the smaller local papers are worth investigating. If you have a well written press release, they will often print that as a story.
Deadlines
Everything (Press Release, PSA, Press Packet)
should be sent out 3 1/2 to 4wks prior to your event, except listings. Listings
should go out according to the deadlines listed on the Quick list. Remember,
the press offices receive tons of mail and often times mail gets lost , so
you might want to send out another listings mailing mid way through your exhibition
run. In the case of your event not being listed, you may send out your listing
again and/or may want to call the listing editor/department. The Boston Area
Quick list can also be used to send to arts editors (use this generic term
if if you don’t know their name or call to find out their name) and/or
reviewers (again call if you don’t know their name).
How to
You should write a Press Release, a Listing
and a PSA (public service announcement). Each serves a different purpose
and has a different format. A Press Packet is a more extensive
package sent to reviewers/critics or other people you want to impress. Press
Photos will also be discussed. ALWAYS PROOF READ WHAT YOU SEND OUT!
MAKE sure your writing is clear and straight to the point.
PRESS RELEASE
The press release is usually one to two
pages long (never longer). The goal is to entice people who may not be familiar
with your work to want to come and see it! Included are example Press Releases.
At the top of the press release it is good to say: For Immediate Release
or Press Release with the date and what type of announcement it is:
Dance, Visual arts. It also is important to put the contact person /phone
number for the event at the top of the first page. MAKE sure your writing
is clear and straight to the point.
The first paragraph of the press release is mainly the specifics of the piece. Include the title, artist(s) name(s), where the piece is being shown, date(s) the work is running, times, if there is an admission fee to the event.
The second paragraph is the body of the press release. Explain the concept of the piece, the process as an artist, describe the piece in an enticing way, etc. Remember not to tell everything about the event. This is not a review or essay analyzing the work. It is in this paragraph in which you are "selling" or intriguing the reviewers and audience to attend your event.
If you have extra space, it might be worth while to include a third paragraph with more detail and a brief bio of yourself (and collaborators),where you have shown before, etc. MANY of the local community papers are always looking for good stories on people who live in the paper’s geographic area- so you might want to write a cover letter to the editor with the press release indicating that you are a local resident!
LISTING
The listing is the first paragraph of the press
release (just the specifics) that is put into a very easy to read format.
Please see the example Listings. A Listing should only be one page in length.
Check to see if you can submit a press release/calendar listing via a web
site (For example the Boston Globe Calendar you can send your calendar listings
via their web site http://www.boston.com/cgi-bin/globe_events.cgi).
PSA
The PSA is the same info in the listing, only
it is put into readable language- so people can read it over the airwaves
or on the television. PSA’s are usually written is three different lengths:
15, 30 or 60 seconds The 15 second PSA includes the title, dates, where and
the number to call for more info. Add more info as each of the time lengths
allow. A PSA should only be one page in length.
PRESS PACKET
A press packet is a very detailed package. They
can be very expensive to make and mail out, so be selective on who you send
them to. It might be wise to send a S.A.S.E. (self addressed stamped envelope)
in the press packages if you are including slides, photos, catalogs, and other
materials you would like sent back. Again you don’t have to include everything
we list in a press packet. These are only suggestions.
Included in a press packet is : the press release, bio of the artist(s), past reviews, resume(s) of the artist(s), information on the organization/company (brief history, mission statement etc.), documentation of the work (slides, photos, video, catalog, etc.).
Documentation should be geared to the persons/organization you are sending the press packet to. If you are sending a package to a curator in the hopes of them coming to your show, you might want to send them a slide sheet consisting of both past work that relates to the work you are showing along with some slides/photos of the work you are exhibiting. Reviewers/critics like to see a small selection of photo/slides of the works that are going to be in the exhibition (one or two). If your budget is limited, you can send good color copies of slides/photos. You could also state in your press release that photos/documentation are available upon request.
To further personalize the press kit you may want to include a brief cover letter addressed to the person you are sending the press kit to. Be sure to thank them in advance for looking at your package in your cover letter.
PRESS PHOTOS/IMAGES
If your budget permits, you should send (and
have extras on hand) Color or Black &White (B&W) press photos of work
that will be featured in your exhibition/event. Now some publications only
want you to send JPEG image (usually 300 dpi) or a CD or your images. Always
call to see what format they want images in before you send out a packet.
Now might be the time to invest in a good digital camera or see if some one
you know has one you can borrow.
If your event is a performance then send: images from a production of that performance (i.e. if it is touring or has been done before), images of past performances (not of the current event that you are trying to get them to cover) and/or head shots/staged photos. Usually for exhibitions the press will want images of work that will be featured in the exhibition. Have the Press Photos done by a professional photographer. If you have a digital camera you might be able to get some good instant shots. The quality of the images must be good. It is a good idea to send photos in with your calendar listing mailings. Often times the calendar editors are looking for images to run in their sections. Send, if it is in your budget means, Press photos (1-3) to the arts editors and the critics you really want to entice to come and review your work. The size of the photos can range from 3"x5" to 8"x10" -- again depending on your budget. Also have color slides on hand of your work in case the publication might want to run a color photo of your work (if you can’t afford color photos!). If you know that a publication is always printed in color you may want to send color photos to them instead of B&W. Make sure on the back of the photo that you have the indicated which is the top of the image and also include name, title, date and photo credit. If your postcard (if you are doing one) features a photo image of your work this can also be sent to some places instead of a photo (the scanning technology allows some places to use the postcard image). Remember you more than likely won’t get the photo/slides back, so never send originals or your only copy of an image to the press (Send a Self Addressed Stamped Envelope S.A.S.E, if you want your photos back- again you might not get them back even if you send a S.A.S.E).
PS: If you do get coverage, you might want to send a thank you letter/note to the reviewer and/or arts editor/calendar editor.
Suggestions if you have a limited budget:
Even with a limited budget one can do an effective
press mailing. First you should always send to the free calendar listings
sections (see the Boston area quick list) and if you can afford to, send photos
to the calendar editors (the Globe, Herald, artsMEDIA and the local paper
where you live). The best way to get around doing press photos is to spend
the money and do a full color photo image postcard of your work. The image
from the postcard can usually be scanned by the papers as "photos".
You can also "reuse" the Area Quick list by inserting Arts Editor for the Calendar Editor! And you need to be selective as to which critics/writers you send your press info to. Only send Press Kits to those you really want to entice to come by and review/see your work.
Remember that many of the local community papers are always looking for good stories on people who live in the paper’s geographic area- so you might want to write a cover letter to the editor with the press release/Press kit indicating that you are a local resident.
One could also try to contact the Massachusetts Office of Travel and Tourism (617) 973-8500 or toll free (800-227-MASS) for further publicity to those visiting from out of town
There are two tools that can be of use to those trying to get press coverage for your show/event.
The first is the New England Newspaper Directory which is published by the New England Press Association. It is around $50-plus $3.00 shipping. Their phone number is 617-373-5610 and web site: www.nepa.org
This book has such things as listings of all of the print papers in all of the New England States and also has sections on Ethnic and Special Interest Newspaper. It also has papers organized by county and congressional districts. It does not have art or performance based publications listed such as artsMEDIA or Art New England and the like.
The other is the Boston University Media Guide- the print version is very comprehensive and has all of the New England papers, magazines, television and radio stations. It is around $300 dollars and it might be good to see if your local library has it or find a group to chip in for it. Boston University Media Guidebook Office of Public Information, 25 Buick Street, 1st floor Boston MA 02215 617-353-3664 http://www.bu.edu/mediaguidebook/
There is also another web site that is not as comprehensive but it is free: http://www.bu.edu/visit/boston/media/
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