by Carolyn Edlund
Want some publicity for your art business? Use these tips to reach out to press members and get noticed.
Reporters and editors are always looking for interesting stories to write articles for their publications and blogs, and artists are newsworthy! Do you need your share of press coverage to jump start your marketing this year? Try these strategies:
Create a marketing calendar
Get organized and plan a regular program of outreach to the press as well as to your own email subscriber list. A marketing calendar helps you see your monthly plans at a glance, schedule activities, and build upon previous contacts. If you are ready to approach the press, put this task on your calendar as a monthly activity.
Build your contact list
Consider which publications and blogs are a good fit for what you do. You might start with local publications looking for human interest stories. Ask yourself whether a trade journal or specialty publication would be a good fit. You can also search for press outlets that fit well with a niche market that you serve. All of these have the potential to maximize your opportunity for connecting with the right audience. Do some research to identify likely prospects, including the names and email addresses of reporters and editors. Place them on your list to be contacted, and then do so as a regular part of your business activities.
Send press releases
Press releases are a traditional way to get out the word about yourself, your work and related news and events. They can easily be sent out using various services (some of which are free.) You can even create a professional looking press release absolutely free by using this online AI tool.
Have outstanding images ready
Do you have professional quality photos of your work that would fit perfectly in a magazine, blog or trade publication? A collection of great images to offer is a basic that will make your work more appealing to the press. Don’t try to make do with mediocre photos, because your competition is ready with the right type of images. You need them too!
Check editorial calendars
Publications frequently have editorial calendars that list upcoming articles for months in advance. If you cannot find an editorial calendar online, call the publication to obtain this information. Although these calendars are primarily used to attract advertisers, it will give you a heads up on topics to be published that might be a great vehicle for publicity for your art. Contact the reporter or editor with a clear and concise email that uses a subject line specifically about the article in question. In a short paragraph, let them know that your work is a great fit for the article. Include your website address and contact information.
Design a press kit
A digital press kit (also called a media kit) is a piece of collateral that functions as an introduction to you as the artist, and tell about your inspiration, experience, and more. It can be attached to an email, and also reside on your artist website in a downloadable PDF format.
Your media kit should have complete information including your bio and artist story. Use images of your work in high resolution suitable for printing (if you are concerned about copyright infringement, include photos of yourself with your art, or your work hung in a display). Mention other press coverage you have earned, as well as awards and other recognition for your art. And make sure that the kit contains your contact information.
Suggest stories
What could be more complete than providing all the information a journalist needs to know, including story types that would be a perfect match for what you do? Some artists include “story idea” sheets in their press kits, suggesting how their work fits into specific topic areas. Do you make heirlooms that can be passed down through generations? Is your collection perfect for a wedding gift? Evaluate what you offer and how it could fit into different types of articles. Then share this with the press to help them incorporate your story and your art into their content.
Have you earned press coverage? What did you find to be the most effective method?
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