Getting good press or media coverage of your events and exhibitions is an excellent way to promote your work to a wider audience, thereby providing further potential to exhibit or sell. Journalists and critics can form close working relationships with artists, writing frequently about their work and helping to build a public profile.
It is important to build up a similar network, and to look after it, rather than relying on a generic email or mailshot for each of your shows or events. The self promotion guide discusses this point in greater detail, and provides practical support on how to do this.
Press is free publicity, but you can also find a variety of email mailing lists that will post your event information to potentially thousands of email inboxes.
You might find Arts Media Contacts a useful resource if you are doing lots of mailouts and press contacts. It is a press contacts database, fully searchable, with an annual fee payable to access. They also have a useful free Press Planner, allowing you to print a wallchart with press deadlines for marketing your event or exhibition.