Lots of books on PR dole out advice on how to generate publicity, but few encourage the reader to take the next step needed to reach a particular goal.
Power Up with PR—A publicity guide for artists by Jackie Abramian does just that. The 105-page softcover book (ArtNetworkPress, $14.95) is packed with information on how artists can claim their share of publicity in traditional media.
Except for a short section on blogging, you won’t find anything on how to promote yourself in social media. If you’re after publicity in newspapers, magazines, and on TV and radio, however, this book shows you how to get it.
On Pages 92 and 93, the author gives examples of four main PR goals, and the four steps necessary to reach each one of them.
Goal #1: Exhibit in local galleries
1: Research local galleries, including studying their websites and visiting their galleries.
2: Include local galleries on your mailing list.
3: Contact local galleries to enquire about an exhibit.
4: Hold an Open Studio to introduce galleries to your work.
Goal #2: Get a media review of your exhibit.
1. Write a catchy press release.
2. Decide on a great visual.
3. Send to media and follow up.
4. Ask an art editor to review your exhibit.
Goal #3: Publish one of your artworks in a local newspaper or magazine, with a caption that includes title, medium and price.
1. Find local publications with art features.
2. Submit your best visuals with captions.
3. Follow up with the editor to pitch your art.
4. Ask if they would use your artwork for the cover. (This is gutsy, but it might work! You never know when plans for another cover photo have fallen apart.)
Goal #4: Reach national media
1. Research appropriate out-of-state galleries to contact.
2. Submit artwork for review to 10 such galleries.
3. Let local and distant media know about your shows.
4. Use the one show you receive to get more shows.
The author then gives artists a “fill in the blanks” page where they can list their annual PR goals and steps needed to meet them.
The book also features stories about other artists’ media successes, charts to help track of media contacts, examples of press releases that will help you write your own, information on how to compile a targeted media list, and more than 300 national media contacts.
Jackie and her husband own Haley Farm Art Gallery in Kittery, Me. As a PR and marketing consultant, she conducts seminars for artists and entrepreneurs. She has created successful media strategies for national and global organizations, as well as for individual artists.
In the resources section, Abramian mentioned my free email course on how to write press releases, as well as my free publicity newsletter, “Craigslist: A Valuable Publicity Tool.” (Also see How Artists Can Sell More Artwork through Online and Offline Publicity.)