1. What is a press release and what are they used for? A press release is something that a press officer sends to a journalist to get them interested in things that are happening Sometimes they’ll contact you to find out more about the story Other times they’ll just print what you’ve written word-for-word Read all about it – putting together a press release

2. Before you write your press release you need to ask four questions… Read all about it – putting together a press release

3. Who are you writing for? What have you got to say? How are you going to say it? Where are you going to send it? Read all about it – putting together a press release

4. You have to think about the audience you’re trying to reach and choose the right sort of language. The next three examples are all talking about artwork by Damien Hirst. One was taken from Newsround, one from specialist arts magazine and one from a national newspaper. Can you guess which is which? Read all about it – putting together a press release

5. Know your audience… Despite the overall success of the event, five items failed to sell while some lots sold for less than their pre- sale estimate. A zebra in a tank of formaldehyde - named The Incredible Journey - barely scraped half its lowest estimate. The sale price, including buyer's premium, was just over £1.1 million, nowhere near the £2-3 million estimate.

6. Know your audience… Damien Hirst decided to get rid of 223 pieces of his work during a two-day sale in London, which ended on Tuesday. They included some of his most famous pieces, like a dead tiger shark preserved in a glass tank of chemicals, which sold for a whopping £9.6 million!

7. Know your audience… ‘his works recast fundamental questions concerning the meaning of life and the fragility of biological existence. For Hirst, the vitrine functions as both window and barrier, seducing the viewer into the work visually while providing a minimalist geometry to frame, contain and objectify his subject.’

8. Know your audience…  Despite the overall success of the event, five items failed to sell while some lots sold for less than their pre-sale estimate. A zebra in a tank of formaldehyde - named The Incredible Journey - barely scraped half its lowest estimate. The sale price, including buyer's premium, was just over £1.1 million, nowhere near the £2-3 million estimate.’  Damien Hirst decided to get rid of 223 pieces of his work during a two- day sale in London, which ended on Tuesday. They included some of his most famous pieces, like a dead tiger shark preserved in a glass tank of chemicals, which sold for a whopping £9.6 million!  ‘his works recast fundamental questions concerning the meaning of life and the fragility of biological existence. For Hirst, the vitrine functions as both window and barrier, seducing the viewer into the work visually while providing a minimalist geometry to frame, contain and objectify his subject.’

9. So what needs to go in a press release? There are five main elements you need to include:  Headline – should be informative, can be quirky!  Opening sentence – make them want to read more!  Opening paragraph – sum up the story  Middle bit – quotes, background information, interesting details  Concluding bit – call to action and notes to editors (eg. who to contact for more information)

10. What now? And Finally…..  Who do I want to tell about this?  Where are the best places to send the press release for them to find about it?