public relations for artists

Q. I know that I need to get better about generating interest about my work. I have picked up a couple of books about art and business but they seem to be geared towards fine artists. I don't want to have my work in a gallery! Can you give me some ideas of things I can do to generate interest for my art?

A. I think that for the sake of those who will read this later we should tell everyone that you are a needlework expert.

Q. Thanks, I would not call myself an expert, but I appreciate your kindness.

A. Hrm, maybe you should! One of the most important things about selling is that it is difficult to sell a product you don't believe in! You have to believe in your own value, and the value of your work. Why should someone buy from you if you are not an expert? Why should they pay you enough to support yourself if you are a hobbiest?

Q. That is a good point. I never thought about it that way.

A. To answer your initial question . . . there are many tools that you can use to generate publicity for yourself. The cornerstone of PR to me is the press release. Editors and columnists are always looking for a story idea. As a columnist, I am grateful when someone sends me information about their business that leads to a story idea. Coming up with new material on a consistent basis is a challenge.

The key here is to gear the release to the specific interest of the publication. Write to the magazine and ask for their editorial calendar. This will tell you themes and key articles in each issue. Remember that magazines work 3 - 6 months in advance of their deadlines.

This is an outline that I use for writing Press Releases:

FOR IMMEDIATE RELEASE:

Headline - this should grab the attention of the reader and in one sentence or less tell them why they should read on . . .
City, State, Date - Opening Paragraph (should contain: who, what, when, where, why)

2nd paragraph should include any relevant information to your products or services. Include benefits, why your product or service is unique.

3rd paragraph includes quotes from staff members, industry experts and/or customers.

Final paragraph, conclude with a summary of info above. Try to keep your press release to one page!

For additional information or interview, CONTACT:
Contact Person, Company Name, Telephone Number, Fax Number, Email Address,
Web site address.

Company History (try to do this in one short paragraph)

# # # (indicates Press Release is finished)

Q. Who should I send a press release to?

A. Anyplace you'd like to see an article about the subject published. This would include both trade and industry publications. I'm not familiar with your industry specifically, but in painting it would be trade publications like Craftrends, Craft & Needlework Age, etc. and Industry publications like PaintWorks, Painting, Paint Décor, etc. You should also send it to other publications that may be interested, for example - home décor magazines would probably be interested in your work. Finally, send it to guilds and groups. In painting that would be the Society of Decorative Painters and their individual chapters that all have their own newsletters.

Q. What else can I do to develop interest?

A. That depends on what you want to accomplish. Are you looking for individual consumers to hire you for work? Do you want to license your work? Do you want to teach? Do you want to work for a manufacturer? First you must determine what the goal is, then you need to figure out how to attract the people most likely to help you reach that goal.

For example, if you want to sell your work locally, then you want to do things to attract local interest. A good way to do this is to volunteer your time to do demonstrations for local groups like Women's clubs, gardening clubs, etc. If you want to teach, you could send out flyers about your seminars and classes to guilds and shops. As with anything, you need to start with your goal, then make your plans from there.

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