How NOT to Write a Press Release (And What to Do Instead)

Table of Contents

• What a Press Release Is (And Isn’t)
• How NOT to Write One
• How to Write a Good Press Release
• Quick Checklist
• Final Thought

📰 What a Press Release Is (And Isn’t)

A press release is a short, formal announcement sent to media outlets or blogs to let them know something newsworthy is happening. It’s not a personal blog post. It’s not a sales pitch. And it’s not a diary entry.

Press releases are for:

• Announcing a new exhibition, collection, or event
• Sharing a significant achievement (like an award or major feature)
• Launching a creative product or brand collaboration
• Inviting the press or public to attend something

They are not for simply saying “I made a new thing, and I hope people like it.” That’s what social media is for. Press releases need a hook.

🚫 How NOT to Write One

Sadly, many creatives end up writing press releases that fall flat because they:

• Start with “I’m really excited to share…”
• Write in the first person (“I” or “me”)
• Include vague or emotional language
• Forget to answer the basics: Who, What, When, Where, Why
• Send walls of unformatted text with no contact details
• Don’t actually say what the press is supposed to do with the info

Here’s a classic example of how not to start a press release:

“I’ve always loved painting foxes, and after a year of soul-searching and experimenting with new materials, I’ve finally found my voice. My new series explores inner stillness through the eyes of forest animals. I hope you’ll come and see it.”

Lovely sentiment. But a journalist will shrug and hit delete.

✅ How to Write a Good Press Release

Press releases are written in the third person and follow a specific structure:

1. Headline

Short, clear, and factual. E.g.:

“Local Artist Launches New Wildlife-Inspired Exhibition in Manchester”

2. Subheading (optional)

A single line that adds context:

“Abbie Shores’ new watercolour collection opens at the Green Leaf Gallery this September.”

3. First Paragraph = The News

This is where you summarise the most important facts:

• Who – your name
• What – the event, launch, or release
• When – date/time
• Where – venue or website
• Why – why it matters

4. Second Paragraph = Supporting Info

Include more detail about the artist, the inspiration, and what the audience can expect. This can be more creative, but still professional.

5. Third Paragraph = Quote

Add a quote from you or the gallery owner. Make it natural:

“This series came to life during long walks through Yorkshire’s woodlands. I wanted to capture the quiet companionship of wild creatures.” — Abbie Shores

6. Closing Paragraph = The Ask

What do you want them to do?

• Cover the event?
• Attend the launch?
• Interview you?

Include links and contact info:

Press contact: Your Name – youremail@example.com – 07777 123456

🧾 Quick Checklist

• ✔ Is it in the third person?
• ✔ Is the headline specific and factual?
• ✔ Does the first paragraph answer the 5Ws?
• ✔ Is there a clear quote?
• ✔ Have you included contact details and links?

🎯 Final Thought

Press releases are like polite door-knocks to the media. You’re not screaming for attention, you’re offering a story they might like to tell.

Write it like a journalist, not an artist. Keep it factual, respectful, and clear. And remember: the goal is coverage, not compliments.

Bonus tip? Send a great image with it. Editors love having visuals ready to go.

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