All arts writers complain that no one — not their friends or family, not even people in the scene they cover — seems to read their writing. Read local stories about art and pay attention to the byline (author).  Let writers know you're familiar with their work. It makes them feel special.

Community Media Workshop provides a comprehensive guide, Getting On The Air & Into Print, as well as workshops, PR tips, and a multitude of resources to connect nonprofits with the best people and communications practices. 

Use this information to identify and contact the arts editors of appropriate media outlets.

Keep an up-to-date email list.  Feel free to send a mass email to every reporter, friend, and supporter on your list.  Don't send more than one release a month if possible, otherwise some recipients may begin to feel pestered.  One more thing: always be sure to put the addresses in the BCC field — you don't want to broadcast your email list to the world!

Send only personal, individually addressed emails to the reporters who regularly cover your genre/discipline of art, as well as to those who previously have provided coverage.

Personal contact is very effective.   Ask how far in advance writers and editors need to receive releases, and call to remind  them about your event a week in advance.