Publicizing the Arts: The Advantages of Combining a Press Release with a Web-based DIY Approach

The mainstream media’s coverage of the arts is not nearly as robust as it once was. Many artists and arts administrators know that, of course, but it still bears repeating for anyone clinging to the belief that a basic news release alone will generate much in the way of coverage.

Even in daily or weekly newspapers, where most arts stories have traditionally been concentrated, it is becoming increasingly difficult for an artist or arts group to secure any coverage beyond a calendar listing or a brief. The flashy Sunday preview is still around, at least at some papers, but competition for it is intense.

  • It provides content that print and online media can use if they cover your event. Yes, it’s possible that a reporter would come up with this content on her own, but it’s more likely she lacks the time, skill or inclination to do so.
  • It doesn’t know the space limitations of a print publication, and there’s no limit on the number of times a different story can appear online.
  • It isn’t subject to the whims of an editor, who may decide to give another artist/arts group greater play in his publication.
  • It can serve such diverse purposes as previewing events; profiling/introducing artists, students (from a music school); their teachers and various ensembles/programs; and reporting the news.
  • Finally, it can deliver stewardship-like reports, which spell out the consequences of a donor’s gift. Increasingly, I’m told, donors are treating gifts like investments; they expect returns on these investments that are clear and known to all.

Ghostwriter of arts-related memoirs, more; see Editor. German teacher. Single wing enthusiast.

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