Artist Press Release Template (UK)

Lead with news, not biography

Editors and listings teams need to know what is happening, where, when, why it matters and whether there is a visual or interview opportunity. A release that opens with a long artist biography loses the news angle. This template starts with the headline, opening paragraph, exhibition or event details, quote and practical information.

Biography still matters, but it belongs lower in the release and should be concise. The page gives space for notable exhibitions, collections, awards or practice summary, while avoiding unverifiable claims such as "internationally acclaimed" unless the release can support them.

Images need permissions, captions and credit

Galleries and artists often send images to press assuming that "for press use" is enough. UK copyright rules still matter. The press pack should identify who owns the image, who must be credited, what use is permitted, whether cropping or editing is allowed, and whether the image shows identifiable people, private property or third-party material.

This template includes an image-rights line, credit line and permitted-use statement. It also prompts for the artist's moral-rights credit where relevant, because the right to be identified as author generally has to be asserted in the UK.

Embargoes and sponsor approvals

If news is embargoed, the release should put the embargo in the first line and say the exact UK time and date when publication is allowed. If a funder, sponsor, public body or commissioning partner must approve wording, the template records the approval owner so the artist does not accidentally issue an unapproved claim.

Public funding statements, sustainability claims, health or community-impact claims and fundraising claims should be supportable. A press release is marketing copy; it should not overstate outcomes that cannot be evidenced.

Access information is not decorative

UK arts listings increasingly expect practical access details: step-free access, audio description, captioning, BSL interpretation, relaxed viewing, transport, ticket price, opening hours and booking links. The release should not hide those details at the bottom of a website if they are material to attendance.

The template gives access, ticketing and booking details their own fields. That improves both press usefulness and user experience for the audience.

Keep legal claims modest

An artist press release should not imply that the gallery owns all images, that the press may use artwork without limits, or that reviewers may reproduce copyrighted material beyond the permissions stated. It should also avoid saying a work is "approved", "certified" or "compliant" unless the source can prove it.

This release uses a plain permission line, a copyright and credit block, a data-protection reminder for contacts, and an optional embargo. It is designed to be useful to journalists while protecting the artist's rights and avoiding hype that creates risk.

Release component guide

Headline

States the artist, project, venue or news event in plain terms.

Opening paragraph

Answers who, what, where, when and why the announcement matters.

Event details

Captures exhibition run, private view, venue, address, opening hours, tickets and booking link.

Quote

Provides an approved quote from the artist, curator, commissioner or venue.

Image permissions

States copyright owner, photographer, credit line, permitted press use and editing limits.

Embargo

Adds publication timing only where the release is not for immediate use.

Access details

Includes access, captioning, BSL, relaxed viewing, transport and visitor information.

Contact

Gives a named press contact, email, phone and interview or image-request route.

UK press-release checklist

Review these points before sending the release to journalists, listings sites or partners.

• Check copyright before sending images

  Using somebody else copyright usually requires permission, ownership, a licence or a legal exception. Press-use permission should be written clearly.

  GOV.UK - using somebody else copyright

• Assert and respect moral-rights credit

  UK moral rights include attribution and integrity rights. The attribution right generally needs assertion, so include the credit line and permitted-use conditions.

  GOV.UK - rights granted by copyright

• Use accurate funder and sponsor wording

  Check exact funder names, logos, credit lines and approval requirements before release.

• Support claims about impact or sustainability

  Avoid unverified statements about environmental, social, health, educational or community outcomes.

• Mark embargoes clearly

  Put embargo timing at the top of the release with a precise UK date and time.

• Include access and ticket details

  Make practical visitor information easy for listings editors and audiences to use.

• Protect press contacts and mailing lists

  Use media contacts for the release, and handle personal data and mailing lists according to your privacy practices.

How to write the release

1. Set the news angle. Choose the launch, exhibition, prize, commission, residency or announcement that makes the release timely.
2. Enter practical details. Add venue, address, dates, opening hours, ticketing, access, booking and contact details.
3. Add quote and biography. Use one approved quote and a concise artist or venue biography.
4. Clear images. Add image copyright, photographer, credit line, permitted use and editing limits.
5. Review approvals. Check embargo, funder, sponsor, partner and claims approval before sending.

Frequently asked questions

Related templates

• Art Project Proposal Template (UK)
• Artist Performance Contract Template (UK)