Why yes, this one is indeed serious. And in away you add stuff from other menue choices here.
Like personal statement, CV, photos etc.
And again like on the CV, who is it for. National press, local press, a Facebook event and for having around the gallery.
Don’t worry you do not need to make 5 different ones, no, you reuse the longest on, shorten it or spice it up, or simplify it.
Some journalists will copy it right off, others will write anything but what you have written.
They’re funny that way. No, not funny at all actually, but it sure is nice to get reviews (no, not all of the time…).
So, it’s worth putting an effort into.
Let me give you some links!