Month 11
Exhibition press release: complete 2026 structure
8 min readBy Dorian Verdier
In 30 seconds
Exhibition release (500-700 words, 5 sections): catchy title, 5W practical info, 300-400 word narrative body (thematic angle, artist path, associated events), direct quote, press contact. Distinct from opening release: broader audience, distribution D-30 to D+30, 30-50 targeted media.
5-section structure
- Section 1 — Title (8-12 words): concrete, intriguing or strong statement
- Section 2 — Practical info: show title, artist, venue, duration, hours, opening, admission
- Section 3 — Narrative body (300-400 words): thematic angle, artist path, associated events
- Section 4 — Direct quote from artist or curator
- Section 5 — Press contact with HD photos on request mention
60-day distribution calendar
- D-30 to D-21: initial send to 30-50 targeted media
- D-21 to D-7: personalized follow-ups, pre-opening visits
- D-7 to D+1: confirmations, opening coverage
- D+7 to D+30: follow-ups with new angles, in-depth articles possible
The 30-50 media to target
- Priority 1: La Presse Arts, Le Devoir Culture, Radio-Canada, Vie des Arts, Esse
- Priority 2: Espace Art Actuel, Spirale, regional media by area
- Priority 3: specialized blogs, local culture newsletters
- International if relevant angle: Artnet News, Hyperallergic
The 4 specific mistakes
- Mistake 1: confusing with opening release — different audience and timing
- Mistake 2: forgetting associated events (talks, guided tours)
- Mistake 3: neglecting D+7 to D+30 phase — in-depth articles arrive 2-3 weeks after
- Mistake 4: opening-only photos — include installed works and details
FAQ
Two separate releases?
For major shows (4+ weeks), yes. For simple shows, one hybrid suffices.
When to send?
Initial send D-30, spread over 60 days.
How many articles to expect?
2-5 authority media articles for good campaign. 8-12 mentions with PR specialist.