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How to get press for your creative work

Portrait of Symposia author Maya Ayson
Maya Ayson

Mar 11, 2022

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 min read

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Do you have a new project that you're working on and want to get the word out? Are you looking for press coverage but don't know where to start? In this article, we will discuss some tips on how to get a press release for your creative work.

By following these tips, you'll be able to increase your chances of getting featured in major publications or press releases.

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Who are you talking to, and what do you want them to do?

When I put together a communications and media coverage, the first question that arises is: "Who am I trying to talk with?" It's important because it determines what kind of message or story best suits your needs.

When I ask CEOs and elected officials who they want to reach, often the answer is "the general public." But there's no such thing as a person with access in every demographic; it doesn't exist.

The "general public" has no one place they go to get news. So, it's much easier and more effective for you as an artist or writer who wants your work seen by people specifically in this category of readership-to focus on outlets that cater specifically towards those interests instead.

As you think about the who and what, consider:

  • Who is the exact person or a few people you want to see/support/read this message?
  • Where do they live, and how old are they?
  • What are their interests and hobbies?
  • What do they read, watch, listen to, and where do they get their news and entertainment?

Include a CTA

The "call to action" is the second part of any media coverage. It's up to your audience what they want to do after reading about you and how great things are in YOUR world, not just mine.

Some common CTAs include coming out next show or performance; following me on social media handles like Facebook & Twitter where I'll let them know when it'll be near-time for another one (or tying into an upcoming event); signing up at my website so there are no excuses NOT get onto this train now before seats fill up completely.

The call to action should not be mistaken for your pitch or story. In some cases, you don't even need it. All that matters in a good way of communication with potential customers is what's going on and how they can help solve those problems (more later).

To stay on top of what readers/viewers want, you should have an answer for them before they learn about your work. You may not be able to prepare all the questions beforehand, but it's best if there's something ready at hand so that when someone asks, "What can I do?" You'll know exactly how much time constraints and preferences affect social media posts or email campaigns.

Writing a press release that people will find interesting

Hone your story like a press release

You've probably been thinking about what your creative work is all about and how to tell the story of who you are. Now, it's time for some good old-fashioned brainstorming.

Your goal should be one word: succinctly describe yourself in as few words possible with a single thought on each idea that comes up while still being engaging enough, so people don't want important things to come out of their ears (or at least not until after they read this.

These questions can assist you in focusing your story:

What aspect of your job feel is most essential to its success?

What is the one thing you could tell someone about the project that would truly convey why you're doing what you're doing? What is it?

What distinguishes you from other projects or creates your field? Is it your prior experience? Where are you located? What motivated you to become involved in the first place? How are you doing it?

There are so many incredible fat-positive writers out there, and surely no one needs my perspective. But the reality is that it's not just because I have a unique and different view on life than all of those other people who write about their experiences with body positivity but also—and more importantly for me as an individual--we don't hear enough from Fat People About Being Fat.

What is the meaning of life? Why are we here? What will make our lives more satisfying than anything else in this world could ever give us?

These may sound like philosophical questions with no answer, but they're very personal and search-worthy for those who want to figure it out on their terms - which means you. If so, let me ask one thing: Do your interests align closely enough towards what's important right now (i e., work) that putting time into something might yield benefits?

Getting an editor's attention from many outlets

Find the right place(s) to pitch for press coverage

Who are the people that matter most to you, and what sources do they use for information about your work?

This is a crucial question. Your target market can help shape how successful or not-so-much of a project will be depending on where these folks get their news from - which means this decision should affect more than just yourself.

This is a great way to find relevant, fresh content. First, search for "queer comics" or any other term that suits your needs in Google News and browse through the top results.

Do your research to find the proper media outlet

What publications have covered these topics recently? Who in particular is writing about it, and what tone do they use for their coverage. Is this review or trend piece that includes a mention of your project/product as well?"

"Is there engagement with their readership who seem interested enough to read on?"

As you sleuth, keep track of the writers and publications most likely into your work. I recommend using a simple Google or Excel spreadsheet where each writer can list their contact info and any notes on their feedback from others who may be looking for what you offer.

Be realistic with your choices

When you start pitching, be realistic about your chances. While it's certainly possible that CNN or The New York Times will cover you in their section of the newspaper (or website), more often than not, there may be better opportunities for coverage somewhere smaller with a specific audience who is less broad-minded but equally as interested on what precisely this product does anyway? A bigger audience doesn't necessarily mean a greater chance at getting people engaged.

Once you have your prospective writers, I'd say ten contacts is a decent ballpark to shoot for unless what exactly you are doing isn't that niche.

Be respectful in your approach

When contacting potential clients, it's essential to do so in a respectful and minimally creepy way. Once their information is targeted and brought over into our system, tracking them down is time. If you don't have access to the expensive media contact database, you can use other tricks, but this will take time.

Find the right (and easiest) way of contacting them

There's no need to waste time searching for a contact number or email address when you can just put it right in the Twitter bio. I mean, who doesn't want an easy way out? That being said - make sure they know what kind of pitches are appropriate and how to contact those individuals (definitely listen.)

The best source typically is their email

There is no easy way to find contact information for staff members of popular publications. You have to dig through the "about" or "contact" sections on their website, which can be difficult if you're looking in a hurry and don't know what sites contain this type of detail already scanned over with an eye (eagerly).

This is an excellent way for aspiring writers to get their work to a potential audience. Some also have personal websites with contact forms available, so you can send them an email without having any fear that it will be ignored or put off by other means.

Get crafty when looking for their contact info

You can also be a little crafty by doing an advanced search on their Twitter timeline for words like "contact," "email," and Gmail. Journalists sometimes share the contact information readily available when solicitations lead or story ideas, which may help you find them.

It's never been easier to get in touch with a reporter. All you have to do is send them a direct message on Twitter, and most will respond.

However, not all of them are looking for new sources, so don't waste time trying to slide into their DMs unless it says "DM Open."

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It's important to curate the content that you're sharing with others rather than showing everything, make a list of your top 3-5 pieces.

Craft your media coverage pitch

Pitch writing is the art of selling your story. It takes time and practice, but if you follow these guidelines from our article "How to Write a Good Pitch," " it will become easier for both yourself and potential investors or partners on what makes them tick.

Be yourself, personal and engaging

When writing to a group, it's important to be engaging and personal. Be thoughtful and professional in your tone; keep them on their toes with interest by making this email unique just for them.

Pitch your work in an email with a short and sweet subject line that clarifies the content is relevant to who you're pitching. Your message should also include a teaser of what exactly will be found within, without cutting off when reading on a desktop or mobile device (test this by sending yourself one of these messages).

Know what the reader wants to read

It is essential to acknowledge the writer's areas of interest and that you are familiar with their work. You can even reference a specific piece or passage they liked best.

To get a successful pitch, you must follow any instructions in your research and use them when contacting the person.

Show them who you are

Give your potential customers a taste of who you are with the pitch. Use words and phrases that come naturally to communicate engagingly. Your voice will show up more, giving them something different from other companies out there because we're not just sending them boring emails all day long - our story is what makes us unique.

Don't attach images

Please include links or descriptions if you have previous work relevant to the job posting.

Consider including a link to Dropbox or Google folder of high-res images instead. It's best not to put too many in one email, but embedded ones are ok. Ensure the attachment doesn't get filtered out by most outlets because they'll mark your messages as spam if there is any nasty thing attached; avoid these attachments at all costs (and don't forget about text formatting either).

Keep the format and content simple

Use simple font size, style, and color to engage your content. You are going to want to keep your pitch short and sweet.

The whole thing should be no more than 2-3 sentences per paragraph, with the first being about why you're contacting them in particular or what story interests you most at present - then follow that up by telling where potential readers might find out more information on either yourself or even just general topics related to this field if they like it enough (third point.). Two hundred fifty words aren't too much, though, so make sure everything counts.

Use whatever method makes sense to build relationships

Follow this etiquette to increase your chances for a response

When you want a reply, here's an excellent strategy to try:

Send your 1st email early Monday

You've only got one chance to make a first impression, so don't waste it. Send your pitch early in the week when journalists are looking at their emails. Avoid sending during busy times like dinner or later hours as they may get lost among other messages on deadline days (unless you're pitching an evening editor).

Send the 2nd email on Wednesday

Check-in with a quick follow-up email, be brief this time, recap what you sent in your first email. They're busy, and it probably got overlooked, so be cordial and assume they haven't read the first email.

Send a 3rd email on Friday

End the thread with a final reminder email. If you still haven't received a response, this is your last chance to get their attention. Be exceptionally brief; by now, they probably have seen one of your first two emails, so show them that their response matters to you.

Don't send another email for a long time or until you hear back

They will likely reply to one of your emails, and if not immediately, about 5-7 days after your initial email. You never know when a reporter will come back to you, so don't give up on them too quickly. It's also important not to make their follow too hard and professional.

When you do get a response

Be sure you give them a speedy and comprehensive reply.

Ask questions if necessary to find out more about the deadline for this piece of writing and when it might run in an upcoming issue or display on their website (and don't forget that there could be other opportunities).

When all else fails

Unfortunately, not everything works out. Most pitches aren't successful, and even my rise has been met with little response back home- thankfully, there are other options for getting your story or work seen that don't require the time commitment of journalists.

Think outside the box when it comes to generating publicity for your business.

Write about thought leadership in media for a better chance to talk


The best way to get press coverage for your creative work is to be proactive and follow up with reporters after sending your initial pitch.

Just keep trying, and eventually, you will find the right person to share your work with.

And when you do, make sure to follow these tips to create a successful pitch. Pitching reporters can be daunting, but it's worth it when they write about your work. Good luck!

  1. Make sure your email is clear and concise.
  2. Be familiar with the writer's work and interests.
  3. Keep your pitch short and sweet - no more than 2-3 sentences per paragraph.
  4. Send your pitch early in the week, when journalists are looking at their emails
  5. Avoid sending during busy times like dinner or later hours.
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