Opening press release: structure and examples 2026

An art journalist receives 30-50 releases a week. They scan in 8 seconds. Out of 50, they set aside 5-10, and 1-3 become an article.

Your release must pass this 8-second filter. Structure and formatting often determine more than content.

• 1. Hook title (8-12 words): concrete, intriguing, or statement. Avoid generic titles.
• 2. Practical info (5Ws): Distinct block under the title. Who, What, When, Where, Why. Readable in 5 seconds.
• 3. Narrative body (200-300 words): 3 paragraphs (exhibition angle, statement/context, place in career path).
• 4. Direct artist quote: 2-4 phrases that humanize, often reused as a hook in the article.
• 5. Press contact: Clear contact details, mention of HD visuals available upon request.

A4 or Letter format, 2cm margins. Times or Helvetica 11pt font. Line spacing 1.2 or 1.5. Length: 1 page ideally, 2 max. 'PRESS RELEASE' mention in bold above the title.

• Mistake 1, excessive length. Above 800 words, abandonment.
• Mistake 2, pedantic jargon. 'Interrogates ontological foundations' loses them in 5 seconds.
• Mistake 3, lack of angle. 'Here are 18 recent works' without a statement = tossed.
• Mistake 4, buried practical info. If the date is in the 3rd paragraph, abandonment.
• Mistake 5, no quote. Cold release with no human voice = hard to turn into an article.