Month 07
Attract press to an opening: 6-week method in 2026
In 30 seconds
A press article is worth 100 Instagram likes. 6-week method: D-42 press kit preparation, D-28 personalized send to 15-25 journalists, D-21 and D-14 follow-ups, D-7 confirmation, D-day opening with press area, D+1 thank yous. Return rate: 5-15% of targeted media cover the event.
Why press remains critical in 2026
Many think press is useless now. Mistake. An article in Le Devoir Culture remains an institutional legitimacy marker for 10-15 years.
Those who obtained an article in an authority media have a significantly faster trajectory.
The 6-week method
- D-42, complete kit: Press release, bio, statement, 5-10 HD photos, exhibition history. 8-15 page PDF.
- D-28, personalized send: 15-25 journalists. Targeted email with relevant hook angle for THEM.
- D-21 and D-14, follow-ups: D-21 simple follow-up. D-14 with exclusive interview proposal.
- D-7, confirmation: Logistics, studio visit or exclusive access.
- D-day and D+1: Press area, 30 min early arrival, interviews. D+1 thank yous and photos.
The hook angle that works
Art journalists receive 30-50 pitches a week. Your hook must say in 2 sentences why YOUR subject deserves coverage now.
Three angles: cultural news, singular background, unusual methodology. Avoid generic angles.
The 5 mistakes that close media doors
- Mistake 1, impersonal mass sending. 'Dear journalist' sent to 200: 0% return ratio.
- Mistake 2, poorly prepared kit. Low-res photos, long bio, pedantic statement.
- Mistake 3, forgetting follow-ups. 80% of artists give up. The 20% who follow up get the majority.
- Mistake 4, aggressive pressure. Polite persistence yes, harassment no.
- Mistake 5, not following up after the article. Personal thank you + share via your networks.
FAQ
How many journalists to contact?
15-25 targeted relevant ones vs 100 generalists. Quality over quantity.
Offer an exclusive?
Possible for major media. 'First access' can convince Le Devoir or La Presse.
If no media covers?
Document it yourself via pro photos + video. These assets serve for future applications.