How can you write press releases that get more attention for digital photography exhibitions?

1 Know your purpose and audience

Before you start writing your press release, you need to have a clear idea of what you want to achieve and who you want to reach. Your purpose is to inform and persuade the media and the public about your exhibition, and your audience is the journalists, bloggers, podcasters, or influencers who can help you spread the word. You need to tailor your press release to their needs, interests, and preferences, and avoid using jargon, technical terms, or vague statements that can confuse or bore them.

3 Use the inverted pyramid structure

The inverted pyramid structure is a common way of organizing press releases, where you present the most important information first, followed by the less important details. This way, you can ensure that your audience will get the main message of your press release, even if they only skim through it or stop reading halfway. The inverted pyramid structure consists of four parts: the headline and the summary, which we already discussed, the introduction, which expands on the headline and the summary and provides some context and background, the body, which provides more details and supporting facts, such as quotes, statistics, or anecdotes, and the boilerplate, which provides some information about you or your organization, such as your mission, vision, or contact details.

4 Use quotes and visuals

One way to make your press release more engaging and credible is to use quotes and visuals. Quotes can add a human touch and a personal perspective to your press release, and they can also showcase your expertise, passion, or vision. You can use quotes from yourself, your collaborators, your sponsors, or your guests, as long as they are relevant, authentic, and positive. Visuals can also enhance your press release by showing your audience what they can expect from your exhibition, and by creating an emotional connection with them. You can use photos, videos, or infographics that illustrate your work, your process, or your impact.

5 Proofread and distribute

The final step of writing a press release is to proofread and distribute it. You need to check your press release for any spelling, grammar, punctuation, or formatting errors, and make sure that it is clear, concise, and consistent. You also need to make sure that you have included all the necessary information, such as the name, date, location, and theme of your exhibition, your contact details, and a call to action. A call to action is a sentence that tells your audience what you want them to do next, such as visiting your website, registering for your event, or following you on social media. Once your press release is ready, you need to distribute it to your target media outlets and influencers, using email, social media, or online platforms. You should also follow up with them and offer them more information, interviews, or invitations if they are interested in covering your exhibition.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?