Getting Press Coverage as an Artist: Media Outreach Guide
Get your art featured in publications. Write press releases, build media lists, pitch editors, and turn coverage into career momentum.
Getting Press Coverage as an Artist: Media Outreach Guide#
Description: Get your art featured in publications. Write press releases, build media lists, pitch editors, and turn coverage into career momentum.
Tags: artist press coverage, art media outreach, artist publicity, press release for artists, art journalism, artist marketing, media relations, art publications
Getting Press Coverage as an Artist: Media Outreach Guide#
Press coverage validates your work, expands your audience, and opens doors to opportunities. But getting featured requires more than hoping a journalist discovers you. This guide covers how to actively pursue media attention for your art.
Quick Answer
- Build a media list of 20-50 relevant publications and writers
- Write press releases that lead with the story, not the self-promotion
- Pitch 6-8 weeks before exhibitions or events
- Follow up once, then move on
- Use coverage to build relationships, not just clips
Key Takeaways
- Newsworthiness matters: Tie your work to current events, trends, or timely topics
- Research before pitching: Know what a publication covers and who writes about art
- Make their job easy: Provide high-resolution images, clear facts, and quotable statements
- Local first: Regional publications are more accessible than national ones
- Relationships over transactions: Treat journalists as people, not publicity machines
What Makes Art Newsworthy#
Journalists need a reason to write about you now. Art alone, no matter how good, is not news. You need an angle.
Newsworthy Angles#
Events and milestones:
- Solo exhibitions or major group shows
- Public art unveilings
- Award wins or grant announcements
- Career retrospectives or significant anniversaries
Trend connections:
- Work that addresses current social issues
- Use of new technologies or materials
- Revival of traditional techniques
- Response to cultural moments
Human interest:
- Unusual background or career path
- Overcoming significant obstacles
- Community impact stories
- Artist-in-residence experiences
Local angles:
- First exhibition at a local venue
- Commissions for local businesses or public spaces
- Hometown artist makes good
The best pitches answer the question: "Why should readers care about this right now?" If you cannot answer that clearly, you may not have a story yet.
Building Your Media List#
Before pitching, research who covers art and how.
Finding the Right Publications#
Art-specific outlets:
- National: Artforum, ARTnews, Hyperallergic, Art in America
- Regional art magazines and websites
- Artist-focused blogs and newsletters
General interest with arts coverage:
- Local newspapers (arts sections)
- City magazines
- NPR affiliates and public radio
- Local TV morning shows
Niche publications:
- Trade magazines related to your subject matter
- Alumni publications
- Community newspapers
- Industry newsletters
Researching Writers#
For each publication, identify:
- Who covers visual art specifically
- Their recent articles (to understand their interests)
- Their email and social media
- Their submission preferences
Never pitch the generic "info@" address. Find the specific writer or editor who covers art. Generic pitches get ignored.
Organizing Your List#
Track in a spreadsheet:
- Publication name
- Writer/editor name
- Email address
- What they cover
- When you contacted them
- Their response
Start with 20-50 contacts. Quality matters more than quantity.
Writing Press Releases#
Press releases are formal announcements. They should be factual, not promotional.
Press Release Structure#
Headline: One sentence that states the news clearly.
Weak: "Exciting New Exhibition Opens" Strong: "Chicago Artist Maria Santos Unveils Large-Scale Installation at Navy Pier"
Opening paragraph: Who, what, when, where, why in 2-3 sentences.
Body paragraphs:
- Context and background
- Quotes from you or relevant parties
- Details about the work or event
- Your brief bio
Boilerplate: 2-3 sentences about you as an artist (can be reused).
Contact information: Your name, email, phone, website.
Press Release Example#
FOR IMMEDIATE RELEASE
Chicago Artist Maria Santos Unveils Large-Scale Installation at Navy Pier
CHICAGO, IL - March 15, 2025 - Sculptor Maria Santos will debut a
20-foot bronze installation at Navy Pier on April 1, marking her
largest public commission to date. The work explores themes of
migration and belonging.
The sculpture, titled "Crossing," depicts figures in motion across
an abstract landscape. Santos drew inspiration from her family's
immigration story and contemporary displacement narratives.
"This piece asks viewers to consider what it means to leave home
and what we carry with us," Santos said. "Public art gives these
questions a physical presence in daily life."
The installation will remain on view through December 2025. An
opening reception takes place April 1 at 6 PM, free and open to
the public.
###
About Maria Santos:
Maria Santos is a Chicago-based sculptor working in bronze and
steel. Her public commissions appear in five states. She received
an MFA from the School of the Art Institute of Chicago in 2018.
Contact:
Maria Santos
maria@mariasantos.com
(312) 555-0123
www.mariasantos.com
Pitching Journalists#
Your email pitch is different from a press release. It should be personal and conversational.
Pitch Structure#
Subject line: Specific and intriguing. Include the news element.
Weak: "Press Release - New Exhibition" Strong: "20-Foot Bronze Sculpture Coming to Navy Pier in April"
Opening: One sentence showing you know their work.
"I read your recent piece on public art funding in Chicago and thought this might interest you."
The pitch: 3-4 sentences explaining the story opportunity. Lead with what makes it newsworthy.
The ask: What you want them to do (cover the exhibition, interview you, attend the opening).
Attachments: Link to high-resolution images (not attachments). Include press release as PDF.
Pitch Example#
Subject: 20-Foot Bronze Sculpture Coming to Navy Pier in April
Hi [Name],
Your recent piece on Chicago public art commissions caught my
attention. I wanted to share a story that might fit your coverage.
On April 1, I'm unveiling "Crossing," a 20-foot bronze installation
at Navy Pier exploring migration and displacement. It's my largest
public commission and my first permanent work in Chicago.
Would you be interested in covering the installation or doing a
studio visit before the opening? I'm attaching the press release
and can provide high-resolution images.
Thanks for your time,
Maria Santos
Press release: [link]
Images: [link to Dropbox/Google Drive folder]
Website: mariasantos.com
Timing Your Pitch#
- Major exhibitions: 6-8 weeks ahead for print, 3-4 weeks for online
- Events: 2-3 weeks ahead
- Breaking news (award wins): Same day or next day
Avoid Mondays (inbox overload) and Fridays (weekend mindset).
Following Up#
One follow-up is appropriate. More than that becomes annoying.
Follow-Up Template#
Send 5-7 days after your initial pitch if you have not heard back.
Subject: Re: 20-Foot Bronze Sculpture Coming to Navy Pier in April
Hi [Name],
Just wanted to make sure this landed in your inbox. The installation
goes up April 1, and I'd be happy to arrange a preview or studio
visit if you're interested.
No pressure if it's not a fit for your coverage right now.
Best,
Maria
If no response after the follow-up, move on. They are not interested in this story.
Working with Journalists#
If a journalist responds, make their job as easy as possible.
What Journalists Need#
High-resolution images:
- Minimum 300 DPI for print
- Proper file names (YourName_Title_Year.jpg)
- Caption information for each image
- Photo credits
Clear information:
- Dates, times, locations
- Correct spellings of names
- Context they can quote or paraphrase
Your availability:
- Respond to emails within 24 hours
- Be flexible with interview times
- Provide phone number for quick questions
Quotable statements:
- Prepare 2-3 key points you want to make
- Practice saying them naturally
- Avoid jargon or academic language
During Interviews#
- Answer questions directly
- Provide specific examples
- Do not read from prepared statements
- Ask if they need clarification
- Offer to connect them with others (curators, collectors, collaborators)
Assume everything is on the record unless explicitly stated otherwise. Do not say anything you would not want published.
Types of Coverage#
Different coverage serves different purposes.
Coverage Types and Value
| Type | Effort Required | Impact |
|---|---|---|
| News brief/listing | Low (press release) | Awareness, event attendance |
| Exhibition review | Medium (access for critic) | Credibility, archive value |
| Feature article | High (interviews, images) | Major profile boost |
| Radio/TV segment | High (availability, visuals) | Broad audience reach |
| Podcast interview | Medium (time for recording) | Deep engagement, niche audience |
Maximizing Coverage Value#
Once you get coverage:
- Share on social media (tag the publication and writer)
- Add to your website press section
- Include in your CV
- Thank the journalist personally
- Update your Artsumé profile with press mentions
Building Media Relationships#
The goal is not just one article. It is ongoing relationships with people who cover art.
Relationship Building#
Stay in touch:
- Share their articles on social media
- Comment thoughtfully on their work
- Send occasional updates (not pitches)
- Congratulate them on career moves
Be a resource:
- Recommend other artists when appropriate
- Share information about trends you observe
- Offer expertise on topics they cover
Respect boundaries:
- Do not pitch constantly
- Accept "no" gracefully
- Do not ask for coverage favors
Over time, journalists will think of you when covering related topics.
Common Mistakes to Avoid#
Generic pitches: Sending the same email to everyone shows you did not do research.
Overselling: "The most important exhibition of the decade" makes you look desperate.
Ignoring deadlines: Publications have lead times. Respect them.
Poor images: Blurry or low-resolution images kill stories.
Being unavailable: If you pitch, be ready to respond quickly.
Taking rejection personally: Journalists pass on stories for many reasons, most unrelated to your work.
When You Do Not Have News#
You do not need an exhibition to get coverage. Consider:
- Contributed articles: Write about your process or perspective for publications that accept submissions
- Expert commentary: Offer yourself as a source on topics related to your work
- Social media presence: Build an audience that journalists notice
- Awards and grants: Apply to opportunities that generate their own press (browse opportunities)
Frequently Asked Questions#
Frequently Asked Questions
Ready to Get Your Art Noticed?#
Make Your Work Press-Ready
Before pitching journalists, make sure your professional materials are in order. A complete portfolio and CV help journalists research you quickly.
Create your free Artsumé profile to maintain your press-ready portfolio and CV. Your profile link gives journalists everything they need in one place.
Build Your Press Kit
Maintain your portfolio, CV, and artist statement in one place. Always ready when press opportunities arise.
Last updated: January 2025
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