by Carolyn Edlund
Want to spread the word and get new eyes on your art? Here’s how to get started attracting media attention and publicity.
One of the fastest ways to expand visibility for your work is through media exposure. When a blog, magazine, newspaper, or television program features your art, something powerful happens. Instead of promoting yourself, someone else is telling your story. Third-party coverage builds credibility, and it also introduces your work to entirely new audiences.
The truth is that press coverage is not reserved for famous artists. In fact, journalists and editors are constantly looking for interesting stories to publish. Artists can fill that need, because they are intrinsically interesting. The key is to offer a strong idea and clear information so that you are newsworthy and will provide a great interview.
In order to provide that compelling material, think like a storyteller. You should know your brand story and be able to tell it in a way that resonates with readers and listeners. Perhaps you’re working on an unusual project. Or maybe your work is inspired by personal experience. You might be preparing for an exhibition, creating a community installation, or launching a new collection. Any of those can be turned into a fascinating story if you present them clearly and connect them to something people care about.
Build a press kit
Before you reach out to the media, gather the materials they need to cover your work. Create a ready-to-use information package that makes it easy for someone to write about you. Have it on hand to use whenever a press opportunity comes up for you. That enables you to provide out a professional presentation without scrambling.
A basic press kit might include:
- A short artist biography
- A concise artist statement
- High-resolution images of your artwork
- Captions and image credits
- Contact information
- Links to your website and social media profiles
When these materials are organized and easy to access, a journalist can quickly understand your work and prepare an article or interview. You can make it effortless for a reporter to write about you, even if you don’t have an interview! This type of preparation makes you a great subject, with lots of collateral to draw from.
Send press releases
A press release is simply a written announcement about something newsworthy happening in your art business. It’s different than a press kit, but both can be used in conjunction with each other. The press release works to grab attention first.
Send one when you’re opening a solo exhibition, or participating in an art fair. Launching a new body of work? Write a press release. Just completed a public installation, received a reward or recognition? Send out a release to mark those accomplishments, too.
A good press release clearly explains the who, what, when, where, and why of your announcement. Reporters often skim releases quickly, so clarity and strong headlines are essential. When done well, a press release can lead to interviews, articles, and additional exposure.
Pitch to the right publications
Not every publication is going to be the right fit. Start by identifying outlets that already cover topics related to your work. This might include art blogs, lifestyle magazines, local newspapers, or design publications. Is your story a great local read? Many artists get coverage by press in their area, which is a great way to increase your memorability as a local artist.
Many publications publish editorial calendars that outline topics they plan to cover in upcoming issues. While this is primarily a guide for advertisers, it also give you a heads up about issues that may be a good fit for you. When you see a theme that fits your work, it can be the perfect opportunity to reach out with a concise pitch explaining why you would be a good source.
Your email doesn’t need to be long-winded. A brief introduction, a clear story idea, and a link to your website are often enough to start the conversation.
Be ready for the interview
If you are invited to speak with a journalist, preparation will help you make the most of the opportunity. Keep your explanations simple and clear so the audience can easily understand your work. Avoid technical jargon and focus on telling engaging stories about your inspiration and process. Authenticity matters. When you speak naturally about your work and the experiences behind it, people connect with what you are saying.
After the interview, follow up with a short note of thanks and provide any additional information or images requested.
Promote your article
When an article or interview about you is published, share it widely. Post the link on your website, perhaps on a press page. Share the coverage on social media and in your email newsletter.
Publicity often leads to more publicity. When reporters see that other publications have already featured you, they are more likely to view your work as newsworthy as well. That results in a growing network of visibility that can bring collectors, opportunities, and connections your way.
Be your own publicist
Many artists assume that publicity only happens when someone discovers them, but the reality is that most press coverage begins with artists taking initiative. You don’t need a professional publicist to start. With preparation, persistence, and a clear message about your work, you can begin building relationships with writers, bloggers, and editors.
The more you practice telling your story, the easier it becomes. And when the right article or interview appears, your work can suddenly reach an ever growing audience.