The house
Agata Ingarden
Curator: Matylda Taszycka

Self-fulfilling Prophecy
Daniela & Linda Dostálková, Krystian Truth Czaplicki, Zuza Golińska, Lindsay Lawson, Damon Sfetsios, Anna Uddenberg

Writing press releases for exhibitions is an essential task for any commercial gallery as they often serve as the first introduction to the show for the public, collectors, and most importantly, press. Press releases can have a major effect on whether people visit, review, and ultimately buy from exhibitions. A press release should get people in the door. That is its primary purpose, so it should be written with this in mind. Nonetheless, galleries sometimes approach the press release as an afterthought or secondary element of a show, which results in a missed opportunity to address an audience and shape their opinions, feelings, and expectations for a gallery and its programming.

Don’t write a press release like you would an academic essay. This style is alienating in a press release and often doesn’t even impress the scholarly set, as it devolves into jargon. Avoid obscure, “creative” forms of writing like poems, stream-of-consciousness rants, quotes from works of fiction, or terse elliptical statements. A press release needs to be precise. List what works will be on view, describe what they will look like, and how they fit into the artist’s previous practice, as well as those of his or her peers.

*From an article by Alex Bacon, published in Artsy