Summary
- A press release is an essential promotional tool for any photography event.
- Proper structure and writing significantly increase the chances of publication.
- It should include all key information and contact details.
- The release should be accompanied by suitable images and organizational logos.
- Proper timing and professional presentation play a crucial role in maximizing media exposure.
Creating a proper press release is an essential tool for promoting any photography event.
However, many photographers, groups, and even organizations still ignore the proper structure and format, resulting in incomplete or poorly written press releases.
What Is a Press Release?
A press release is not an essay, nor is it a piece of writing with a lyrical style. Its purpose is to communicate an event clearly and accurately, whether it is upcoming or has already taken place. For example, it may concern an upcoming photography exhibition or an event that took place a few days ago.
Points You Should Pay Attention To
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Title and opening paragraph: These play a crucial role in determining whether the reader will continue reading. The title should be concise (up to approximately 8–10 words) and include the essence of the event.
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Date: Should be placed in the upper right corner.
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Logo: May be placed in the upper left corner.
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Language: Simple, clear, and easy to understand, without complicated terminology.
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Length: Neither excessively long nor overly brief. One page is considered ideal.
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Spelling and grammar: The text should be polished and error-free. It is always advisable to have a third person proofread it.
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Formatting: Use a simple font (e.g., Arial). Highlight important points with bold text. Avoid excessive use of CAPITAL LETTERS and italics.
What It Should Include
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The date or duration of the event.
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The location: address, city, region, contact details, and directions.
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The participation fee, if applicable.
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Clear contact information for the organizer.
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Additional details, background information, context, or supporting material.
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A quote from the organizer or creator, adding a human touch and greater depth.
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A brief presentation of the organization or artist, along with future plans.
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300–500 words (approximately one A4 page).
Technical Guidelines
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The press release should be sent as a Word document (.doc) attached to the email. Do not send it as a PDF and do not paste the entire text into the email body.
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It must be accompanied by at least one JPEG image (not PNG), in high resolution (at least 1600 pixels on the longest side), ideally in a 16:9 or 3:2 aspect ratio. The filename should include the event name and the organizing group’s name, written in English. For exhibitions, the event poster should also be attached as a separate file.
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For photographers’ images, the creator’s name should also be included in the filename.
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Do not forget to include the organization’s logo, if available.
Sending the Press Release
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Press releases should be sent only by email, not through social media.
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Use a subject line such as: “Press Release – [Event Name]”.
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In the body of the email, include a short introduction such as: “Good evening, please find attached the press release for our event,” along with your contact details.
Timing
A press release should be sent at least two weeks before the event to allow sufficient time for publication and audience awareness. It may also be sent a few days after the event to properly inform the public about its outcome. Never send press releases just a few days before an event or long after it has taken place.
