Promote your work and connect with media

This page is for artists and organisations who want to share their work, reach new audiences, and build meaningful visibility. Whether you're announcing an event, pitching a story, or growing your profile, these resources will help you connect with media in a strategic and accessible way.

Quick checklist:

• ✔ I can describe my story in one sentence
• ✔ I know who I want to reach
• ✔ I have a press release or short blurb ready
• ✔ I’ve chosen 1–2 places to share it
• ✔ My content is accessible (alt text, captions, clear language)

1. Start with your story

Before reaching out to media, be able to explain your story clearly in one or two sentences.

Think about:

• What’s the story (not just the event)?
• Why now?
• Who is it for?
• What makes it relevant or different?

Tip: Media are more likely to pick up stories that connect to people, community impact, or a broader conversation – not just promotion.

2. Build a simple media strategy

You don’t need a full comms team, just a simple plan you can stick to

A basic approach:

• Goal: What do you want? (attendance, awareness, credibility)
• Audience: Who are you trying to reach?
• Channels: Media, social, newsletters, community networks
• Timing: When will you promote? (e.g. 3 weeks out, 1 week out, day-of)

Tip: Reframing your promotion efforts as intentional rather than last-minute can help media to recognise your effort and increase your chances of both being promoted, and having your future work promoted with less effort.

3. Write a strong press release

A press release is still one of the easiest ways to get coverage.

Keep it simple:

• Clear headline
• First paragraph = the key info (who, what, when, where)
• A short, engaging description
• A quote (artist, organiser, or community voice)
• Contact details

Feel free to check out our backlog of news and stories. We've been doing press releases for years and we follow this formula too. 

Example: Instead of “We are presenting a new exhibition”, try “A new exhibition exploring [theme] opens in [place], led by [artist/community].”

Tip: Write your press release like a story, not an ad. This will help the people you're pitching too and their audiences to feel connected to what you're saying.

4. Connect with media

Media outlets

Choose based on who you want to reach and the kind of story you’re telling:

• Scoop: A widely read independent news platform that publishes most press releases issued in Aotearoa, making it a great way to share your stories and news with a broad audience.
• Association of Community Access Broadcasters: There are eleven community Access Radio stations from Southland through to Auckland. They’re making radio by, for and about the communities they serve. Great for local storytelling and reaching specific communities.
• The Big Idea: An online arts community connecting New Zealand artists, arts workers and organisations. You can create a profile, share your projects, and post opportunities or news to reach others in the sector.

5. Use your own channels

Media is just one piece of the puzzle.

Don’t overlook:

• Instagram / Facebook
• Email newsletters
• Your website
• Community groups and partners

Tip: Consistency builds recognition and trust.

6. Make your promotion accessible

Accessibility expands your audience and it's easy to make sure you have the basics in your promotional strategy. These aren’t just best practices, they ensure more people can actually engage with your work.

Key practices:

• Add alt text to images
• Caption videos
• Use clear, plain language
• Ensure strong colour contrast
• Write hashtags in CamelCase (e.g. #ArtsForAll)

7. Keep building relationships

Media isn’t just transactional, it’s about building strong lasting relationships with professionals you could connect with again and again.

• Follow journalists and platforms
• Engage with their work
• Say thank you when you get coverage
• Stay in touch (without spamming)

Tip: Strong relationships mean your future work is easier to promote.

8. Promote your accessible events

If your event includes accessibility features, you can:

• List it on Arts Access Aotearoa’s Events page
• Highlight access clearly in all promotion.