Begin to compile a list of local art critics and writers. You can find out who these people are by reading bylines in stories, checking websites of media organizations or calling and asking who they are.

Contact the arts editor of the media outlet and ask how far in advance they need to receive releases. You can get in touch with local media outlets by consulting our directory of local media.

Keep an email list. Feel free to send a mass email to every reporter, friend and supporter on your list. Don't send more than one release a month if possible — otherwise, some recipients may begin to feel pestered. One more thing: always be sure to put the addresses in the BCC field — you don't want to broadcast your email list to the world!

Send only personal, individually addressed emails to the reporters who cover your genre/discipline of art often, and to those who have previously provided coverage.

Personal contact is very effective. Call to remind writers and editors about your event a week in advance.