How to Write a Press Release for Independent Dance Artists

by Jeanette Ringer (Communications Intern)

 

A great way to share one’s work and/or accomplishments as an independent dance artist is a press release. The issue is, they can be difficult to write. What do you put in it?  What do you leave out? How long should it be? These are all questions I aim to answer in this post. I am a recent graduate from Loyola University at Chicago with a degree in advertising and public relations. I want to take the knowledge I have gathered from my education and share it with dance artists who may be struggling to write their very own press releases. 

 

What is a press release?

When I started learning about public relations I knew very little about press releases. I thought they were only issued by big companies during a crisis. In reality, they are super common and can be written by anyone.

A press release is just a written public announcement. They are sent out to either media outlets, journalists, or whatever targeted audience you want to reach. At their core, they are meant to share news. 

When you need one.

A press release is how you, an artist, shares news. Hence you can release one whenever you feel it is necessary. This includes, but is not limited to, an upcoming performance, development of new work, or the recognition of a major grant. Anything you wish to share with your audience or the public. 

Why do you need one?

A press release is a great way to professionally share your work. It keeps your audience up to date on you and your accomplishments. If they are sent to journalists and/or other media professionals, someone could potentially write an article about your news or feature you, creating further exposure. Overall, they are a great way to establish oneself in the public eye. 

How to do it.

You now know the basics of what a press release is, so let’s discuss how to write one. 

First, here are some of the need-to-know rules. Press releases are usually written in the third person and are between 500 to 600 words. When writing them it is important to follow AP-style grammar because it is the style of grammar used by journalists and public relations specialists. Using it will make your work look more professional. Additionally, you want it to be clear and concise. Write in short paragraphs, use bullet points when necessary, and bold/highlight important information.

 

Here is an outline of what a press release can look like.

1. Headline

The headline is essentially the press release’s title.  It is important to make it catchy and have fun with it. You want it to catch the eye of your audience. 

2. Dateline

The dateline is extremely important. It should be written in AP style and is often bolded. It contains…

• The city
• The State (abbreviated in AP style – different than normal abbreviations) 
  • When referring to popular cities like Chicago, New York, or Los Angeles you do not need to include the state. 
• Month, Date & Year
  • Ex1: Chicago, (Oct. 3, 2023)
  • Ex2: Bloomington, Ill., (Jan 3, 2023)

3. The Body 

This is the meat of your press release where you tell the news.

You want to get straight to the point and focus on the facts. One of my past professors, Alyssa Burns, gave me a great tip on how to do this effectively. She said to include the who, what, where, when, why, and how of the situation in the first body paragraph. For example, who is performing, what are they performing, where and when will the performance be, and why/how are they doing it? 

It is a quick and effective way to give your audience the low down of your news. 

 

4. Boilerplate

This is a quick paragraph at the end of each press release that tells people about you. Typically it is about a business, but as independent artists, it gets to be about you. You can discuss your history, values, and goals. Kinda like an about section in case the reader is not already familiar with your work. 

 

5. Contact Information

At the end of your press release, make sure you include your contact information. 

Ex: For questions, please contact Jane Smith, Janesmith@email.com, ***-***-****

 

There you have it, a quick low down on what a press release is, when and why you may need one, and how to do it. Now all you have to do is go write one. It may be overwhelming at first, but I promise it gets easier with practice. I hope these tips and tricks make the process a little less daunting. 

Lastly, I would like to thank all my past professors at Loyola University at Chicago as they are the reason I know anything about press releases. Specifically, I would like to thank Professor Alyssa Burns as some of my best press release advice comes from her. 

 

Now go spread your news!