Who’s Reading Your Press Releases?

In 1 on October 2, 2009 at 6:13 pm

The  National Arts Journalism Summit took place today  at UCLA. Mainstream journalists and bloggers met to dope out the future of their art beats.

These  serious journalists were discussing art reviewing, art criticism, art columns. What came through is that if you want them to take notice of your business, your antiques, your auction house or your antique show- your press releases are going to have to be more newsworthy than ever.

Of course, if you’re satisfied with preaching to the choir via the trade papers  don’t read any farther.

But if you want to reach the influencers of  new buyers  and younger collectors, you will need to re-think the way your write press releases.

For instance, you will get mileage by attaching yourself to a news hook, politics, pop culture, or leading with a really unusual item, or establishing your niche of expertise. Item after item of auction lots and paintings, just don’t cut it with real journalists.

The media needs a reason to care. Even if you are selling the world’s best high-boy or bronze, you’ll have to dig deep enough into the back story to make it real. For the most part, journalists scan for keywords to support a topic  they’re hot on.

If you keep showering them with inventive leads that pay off, sooner or later you’re going to hit on a topic they are researching. And, voila, they pick up the phone and call.

You’ll get attention if you can bring credentials to the subject, stick to one topic, and let the depth of your expertise shine through (in 600 words or less).  And be sure to attach photographs or videos to all your press releases. Even word smiths are suckers for a great picture.


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