10. Remember to always add the physical address of your event at the bottom of the posted PR even if the address is somewhere else in the site or the template design.
This makes it easy for others to copy and paste the complete info and also the eye tends to look at the bottom for all even details, so this is a great opportunity for location branding.
9. Add social media links to your community presences on Tumblr, Facebook, Twitter, etc, even if they are just text links. Many people prefer information from you this way instead.
8. Highlight in bold the names of the organization or entity presenting the event and the name(s) of the artist(s).
7. Put a quote in. If you want to make a claim (i.e. this is the best and most original art show ever) then it tends to write and resonate better as a quote from the artist, curator or director. Media and people look for “an expert” or notable in this part – the quote should never be the first or second paragraph. If it is the fourth paragraph then your press release is probably too long.
6. All crucial information (who, what, where, when, why) needs to be in plain old HTML text – not flash or a graphic. There is no arguing this point if you would like any kind of internet search to find you.
5. Use an image you don’t mind being posted and shared on other websites and blogs. Attribution, not copyright, is the new currency for artists in social media. Publish your work in the commons or perish in your walled garden.
4. 500 words is a decent size and optimal for searches and sharing. If you can, make sure the title of your release is in a <h2>header tag, usually size 2,3 or 4 </h2> and *not* bold. Search engines look for the official titles of your event in these tags.
3. If you are sending out an email then make sure you have a web page version as well that links up. It’s ok if the email is very basic and / or without an image as long as long as it has a link to more info. Also, make sure you have your full website address in the release. It also provides a place to link to for people who want to share your image – this is the essence of social media marketing for arts and culture. It is very surprising how many PR emails I have seen without these links.
2. Add a social bookmarking link or button if you can i.e. addthis or shareit. You want people to be able to list your information on websites like digg and delicious instantly. Plus, it is a another direct path for people to share your info to social media galleries.
1. Purely social media PR works really well for events and over the long-term, but for the art world especially it is important to at least have a modest print presence as well for a show that runs more than a day. For example, of Facebook event guests who confirm attendance you can usually depend on around 20% actually showing up. The event info then tends to get “buried” in the stream of event announcements and attendance drops off considerably.
I welcome any other tips and suggestions for our industry, these were just on the top of my mind this morning – don’t forget to submit your PR / subscribe to artprwire.com 🙂