How to Write Art Gallery Press Releases That Get Coverage

Most art galleries send out press releases that get ignored. Not because the shows aren’t great, but because the press releases sound like every other one. If you want real media coverage - not just a spam folder entry - you need to write something that stands out. Not with fancy words. Not with long paragraphs. But with clarity, context, and a human voice.

Start with the right subject line

Your subject line is the first thing a journalist sees. If it’s vague, it gets deleted. If it’s too salesy, it gets flagged. The best subject lines answer two questions fast: What’s happening and Why should I care. Instead of: > “New Exhibition Opening at Greenfield Gallery” Try: > “Portland’s First AI-Generated Sculpture Show Opens March 12 - Artist Used 12,000 Local Weather Records” The second one tells you the location, the uniqueness, the date, and a surprising detail. Journalists in Portland will open that. Journalists covering tech + art will open that. Someone in New York might even forward it to a colleague.

Lead with the story, not the facts

Most gallery press releases open with: “Greenfield Gallery is pleased to announce...” Then they list the artist’s degrees, past shows, and materials used. That’s not a story. That’s a CV. Journalists don’t want to read resumes. They want to know: What’s new? What’s surprising? What’s happening here that no one else is doing? Start with the hook: > “When artist Lena Ruiz started collecting rain data from Portland’s 2025 storms, she didn’t expect it to become a 30-foot sculpture. But after feeding 12,000 weather logs into a custom algorithm, the result - a twisting metal form that changes shape under UV light - became the centerpiece of her first solo show.” Now you’ve got a narrative. You’ve got emotion. You’ve got something visual. Now you can mention the gallery, the dates, and the artist’s background - but only after you’ve grabbed attention.

Include real quotes - not PR fluff

Don’t write quotes like: > “This exhibition represents a pivotal moment in contemporary art.” That’s meaningless. Journalists have heard it a thousand times. Instead, pull from actual conversations. Ask the artist: “What surprised you during this process?” “What do you hope people feel when they walk in?” Here’s a real example from a gallery in Portland: > “I kept thinking about how we treat weather like something to control - umbrellas, AC, heating systems. But this sculpture? It doesn’t fight the rain. It remembers it. And that made me cry the first time I saw it.” - Lena Ruiz, Artist That’s human. That’s relatable. That’s the kind of quote a writer will copy-paste into their article.

Make it easy to cover

Journalists are busy. If you want coverage, you have to remove friction. That means:

• Include high-res images (300 dpi, JPEG or TIFF) with clear filenames: LenaRuiz_Sculpture_01.jpg - not IMG_1234.jpg
• Link to a press kit page with all assets - not a Google Drive folder
• Give exact dates, times, addresses, and parking info
• Offer a 10-minute interview slot with the artist - don’t just say “available upon request”

One gallery in Seattle saw a 60% increase in coverage after they started attaching a one-page PDF called “Media Cheat Sheet” to every release. It had:

• Artist photo (with caption)
• Exhibition dates and hours
• Three key quotes
• One sentence on why it’s newsworthy
• Press contact name and direct email

No fluff. Just facts. And it worked.

Target the right people

Don’t blast every arts editor in the country. You’ll get ignored. Instead, build a short list. Look for journalists who:

• Have covered similar shows in the last 12 months
• Write about local culture, tech + art, or emerging media
• Have a following on Instagram or Substack

Use tools like Cision or Meltwater to find them - or just scroll through local alt-weeklies and museum blogs. If a writer covered a sculpture show using recycled materials last year, they’re likely to be interested in one using weather data. Send personalized emails. Not “Dear Editor.” Say: > “Hi Sarah, I saw your piece on the ‘Sound of Silence’ exhibit at the Portland Art Museum. I thought you might be interested in Lena Ruiz’s new show - it’s the first time weather patterns have been turned into physical form. I’ve attached images and a short quote.” That’s 30 seconds of effort. It’s worth it.

Timing matters more than you think

Sending a press release the day before an opening? Too late. Sending it three weeks before? Too early. The sweet spot: 10 to 14 days before opening. That gives journalists time to plan, schedule shoots, and write. If your show opens on a Friday, send the release on the previous Monday. That’s when editors are planning their week. And never send on a Monday morning or Friday afternoon. Nobody’s paying attention.

Follow up - but not like a robot

If you haven’t heard back in 5 days, send one email. Not a reminder. Not a “just checking in.” Say: > “Hi Alex - just wanted to share one more thing: Lena’s sculpture will be on display under UV lighting for the first hour of the opening. It’s when the form shifts the most - almost like the weather is breathing. I thought that might be a cool visual for your readers.” Then stop. If they’re interested, they’ll reply. If not, move on.

Track what works

Keep a simple log:

• Which shows got coverage?
• Which press releases got opened?
• Which journalists replied?

After six months, you’ll start seeing patterns. Maybe artists who use data get more coverage. Maybe local writers respond better than national ones. Maybe the best subject lines include the word “first” or “only.” Use that data. Don’t guess. Test. Adjust.

What not to do

• Don’t use terms like “groundbreaking,” “visionary,” or “must-see.” They mean nothing.
• Don’t bury the lead. If the artist is a Pulitzer finalist, mention it in paragraph one - not paragraph five.
• Don’t write in passive voice. “The exhibition will be held by the gallery” → “The gallery is hosting.”
• Don’t forget to include the gallery’s website and social handles. Always.

Final checklist

Before you hit send:

• Does the subject line make someone curious?
• Does the first paragraph answer: What’s new? Why now? Why here?
• Is there at least one real, emotional quote?
• Are images included with clear filenames?
• Are dates, times, and location exact?
• Is the press contact info correct and direct?
• Did you send it to 5-7 specific people - not 200?

If you said yes to all of those, you’ve just written a press release that doesn’t get ignored.