Growing Your Audience with Press Releases

Press releases are a valuable marketing tool that can help artists and makers reach new audiences, attract media attention and create opportunities beyond social media.

While Facebook and Instagram are useful for sharing your work, they are only part of the picture. 

Traditional media, including radio, newspapers, magazines and television, still offer wonderful opportunities to get your creative work noticed.

Better still, Tasmania has a wealth of interesting creative stories that mainland audiences love discovering. 

Understanding the value of press releases can open doors to a much wider audience and help your creative business grow.

In Part 2 of this series, 12 Tips for Making Press Releases Work for Artists and Makers, we dive into the practical skills for you.

Going Beyond Facebook and Instagram

Social media has become an important part of promoting a creative business. However, relying entirely on Facebook and Instagram means you’re concentrating much of your marketing effort within Meta’s platforms.

While these channels are valuable, they don’t necessarily reach everyone who might be interested in your work.

Not everybody uses social media regularly, and many potential customers, collectors, workshop participants and visitors discover things through traditional media.

This is where press releases offer something different.

When you send a press release to a newspaper editor, radio producer or television journalist, you’re reaching someone who has an established audience and a network of contacts.

These media professionals are gatekeepers who decide which stories are worth sharing, and they are continually looking for interesting local content.

A story picked up by a regional newspaper, featured on ABC Radio or included in a television segment can introduce your work to people who might never have found you through social media.

Furthermore, media coverage can create opportunities that extend beyond the original story. People may visit your website, follow your social media pages, enquire about your work or share your story with others.

Tasmania Has Stories Mainland Audiences Want to Hear

One of the wonderful advantages of creating and working in Tasmania is that our island has a distinctive appeal.

Mainland audiences are often fascinated by Tasmanian people, places, creativity, landscapes and the interesting ways people make a living.

There is something special about discovering an artist working from a small rural studio, a craftsperson using locally sourced materials or a creative group bringing a community together.

These are the kinds of stories that can capture attention well beyond Tasmania.

For mainland newspapers, magazines, radio programs and television producers, Tasmanian stories can offer something different from the everyday news cycle. They provide a sense of place, personality and discovery.

Consequently, don’t automatically assume your story is only relevant to your local community.

Your exhibition, creative project, workshop or artist residency could interest an audience in Sydney, Brisbane, Sydney, Melbourne or further afield. And it makes the perfect excuse for a creative focused get away with family and friends.

A well-presented story gives editors and journalists something they can consider sharing with their wider audiences.

So What Can You Promote With a Press Release?

You might be surprised by just how many opportunities there are to use press releases throughout your creative year.

For example, an upcoming exhibition is an obvious opportunity, but there are plenty of others worth considering.

Think about promoting:

• Exhibitions and gallery openings – introduce new collections, special exhibitions, collaborative shows and exciting creative projects.
• Workshops and classes – reach people who are looking to learn a new skill, explore creativity or try something different.
• Artist residencies – share the story behind a residency, the visiting artist or the creative outcomes of the experience.
• Calls for exhibition entries – attract artists and makers who might be interested in submitting their work.
• Art retreats – introduce creative getaways and opportunities to learn, connect and enjoy an inspiring environment.
• Arts and crafts fairs and festivals – attract visitors, stallholders and people interested in celebrating local creativity.
• Open studio trails – encourage people to explore studios, meet artists and discover the creative process firsthand.
• Art and craft groups – shine a spotlight on the people, activities, achievements and community connections behind these organisations.
• Galleries – promote new exhibitions, artist opportunities, special events and the important role galleries play in supporting creative communities.
• Collaborations with charities and community groups – share details about charities and community groups that align with your ethics and use your creativity to help them thrive.

You can also share stories about awards, creative collaborations, special commissions, community projects and significant milestones.

The important thing is to recognise that your creative activities have news value beyond simply selling a product or promoting an event.

Timing Matters and Opportunities Can Come When You Least Expect Them

One aspect of traditional media that is worth understanding is timing. Different publications and broadcasters work to different deadlines, so the ideal time to share your news will depend on where you’re hoping to gain coverage.

Monthly magazines and some specialist publications can have quite long lead times. They may plan their content weeks or even months ahead, particularly around seasonal features and special editions.

Regional newspapers and daily publications generally work to shorter deadlines. Meanwhile, radio and television broadcasters have their own production schedules and changing news priorities.

It’s also worth remembering that busy news days can make it difficult for even an interesting story to receive attention. When major events dominate the headlines, smaller community and arts stories can struggle to find space.

However, newsrooms experience quieter periods too. Having interesting stories ready to share means you can take advantage of those opportunities when they arise.

This is another reason to think beyond the immediate promotion of an event. A creative profile, an interesting project or a story about your local arts community might be just as relevant at another time of year.