If you’re considering working with a PR firm, the following are some points to keep in mind:
Remember, both you and your public relation consultants have a job description. Let the firm do their job and make sure you do yours. PR for artists is no different than PR for other kinds of creators. Keep in contact with your public relations firm, but don’t try to direct or dictate the campaign. If you constantly try to direct the process and don’t let them utilize their expertise, you’ll never really know how successful your campaign can be
Work with your PR firm to define your stories. It’s important to create different stories, hooks and angles to meet the needs of the different media outlets. Your representatives know how and who to pitch, but they’ll never know your stories without your input.
Communicating your story, as well as your goals is extremely important. At our firm we start each campaign with a brainstorming session. Here we set up a time to review the client’s art and his or her journey as an artist. The various media outlets react to different story angles and the more we know about our clients, the more successful we can be.
It’s important that your communication with your PR firm be free flowing. Keep in touch but don’t demand an excessive amount of time. If you have them spending their time communicating with you, then you’re pointing them in the wrong direction. You want to make sure they have the information they need and then have them focus on pitching your story to the media.
So, what does your PR firm need from you? The following are some examples:
Is there a show or an exhibition they can point the media to?
Can the media be invited to see you paint somewhere unique or interesting?
Are you going to be speaking or appearing at an event?
Are you going to be visiting a school, or an organization to discuss or showcase your art?
If you’re on the more adventurous side, can you do some kind of street art that the media can cover?
Are you participating in an art walk or art fair?
Are you showcasing your work in some unique or unusual way?
Are you working with a cause or charity?
Are there any unique terms or phrases that can be used to describe you or your art?
Is there a new or different presentation of your art that can be pitched as a story?
Are you collaborating with other artists in the same or in different fields?
These are just some ideas to consider. Your PR firm is going to need your help on this front. Remember the media is looking for a story, a narrative and simply saying that you’ve finished a new work of art is seldom enough of a story.
Work with your PR firm.
Get creative.
Turn your marketing into an art.
Copyright © Mora Communications 2014