When you make contact with a media representative, you are much more likely to get a story if you offer them complete information. Give reporters enough information to write a small piece (up to 200 words) without having to interview anyone. Small items like this are usually last-minute, deadline picks, and may be chosen on the completeness of the information.

Designate an interview contact and make sure contact information for that person is complete and available and that your contact is able to succinctly and articulately represent the organization/event.

Make sure the information you give out is complete and accurate.

Complete information includes:

• Full names of artists involved.
• Full name of event or opening.
• Address, telephone number, e-mail and website of event, organization and interview contact.
• Names of works involved, if applicable.
• Description of work (even quotes from critics).
• Prior exhibits/shows/events by the same artist or organization that may be relevant or interesting.
• A basic short form (no more than 500 words) Curriculum Vitae that you update for every show/event.
• Include images or graphics.

Drafting a press release

The majority of press releases are never used by the press because:

• They are poorly written.
• They have no local relevance.
• They are sent to the wrong media outlet or contact person.
• They don't include any news.

To avoid making these mistakes, you should make sure that your message is:

• Brief: no more than one page.
• Easy to understand: don’t use any lingo specific to your field. Prioritized: place the most important information first.
• Compelling: make sure you have strong, substantive material to back the story.
• Accurate: don’t breach the trust a journalist will place in the information you send him.

To prepare a press release, ask yourself the following questions:

• Do you have something to say? Ask yourself "so what?" and "who cares?"
• Who should you send it to? Target the right media, find the right – and current – contact, and send a personal, individually addressed email to accompany your press release.
• When should you send it? Not too late, not too early: respect the reporter's schedule
• Did you include all the necessary information? Not everybody is as informed as you are. Make sure your press release answers: Who? What? Where? When? Why?
• Is it short enough? Send a Clear concise Message.
• Do you use a distinctive tone? Is there a balance between factual and colorful? A sense of identity is key. A good quote by one of the artists involved could help you achieve this.
• Have you included all practical information? Full names of artists’ involved, full name of event or opening, address, telephone number, e-mail and website of organization, interview contact, etc…