Creatives and Business is all about helping you build a successful art or other creative business. I have put together some great resources on this site to help you sell more art and better manage the business side of things. I invite you to check it out and share with your artist friends. Best of Luck! – Neil McKenzie
It takes more than just having a website, online gallery or gallery show to get more people experiencing your art and ultimately buying from you! In the first part of this series Art Marketing – Use Public Relations To Build Your Website Traffic Part I we took a look at what public relations is and why it is important to growing your art business. In the second part of this series Art Marketing – Use Public Relations To Build Your Website Traffic Part II we looked at the various venues or outlets for your message and a few tips on how to work with the media.
In this final part of the series Art Marketing – Use Public Relations To Build Your Website Traffic Part III, we will take a look at how to prepare a media kit and press release. Remember public relations (PR) can be one of your most powerful marketing tools.
Once you have decided that you have something newsworthy about your art or art business AND you have decided on the appropriate media and audience, you are ready to develop a press release and media kit.
In the first part of this series Art Marketing – Use Public Relations To Build Your Website Traffic Part I we took a look at what public relations is and why it is important to growing your art business. It takes more than just having a website, online gallery or gallery show to get more people experiencing your art and ultimately buying from you. In this article we will look at the various venues or outlets for your message and a few tips on how to work with the media.
The media then and now
In the not too distant past the number and types of media available for publishing your message was somewhat limited. Examples of the various venues available then included:
- Newspapers both daily and weekly, national and community
- Trade publications
- Television stations – network, local news and features
- Radio Stations – news, talk radio
Recently some of these venues have been in decline, most notably major newspapers, network television and magazines with the advent of the digital age. Our media has become ever more fragmented with audiences able to find venues that give them only the information they want to consume – bad for large networks, good for niche players and good for you! Some of the new media venues available to you to deliver your message include:
Every artist or creative professional should be using some form of public relations to build their business and personal brand. It takes more than just having a website or online gallery to get more people experiencing your art and ultimately buying from you. One of the most effective ways you can drive traffic to your website or online gallery is by using public relations to tell the world about you and your art!
According to the Wikipedia article,” Public relations (PR) is a field concerned with maintaining public image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians.” Don’t worry you don’t have to be a celebrity to put public relations to work for you!
Public relations is not advertising! With advertising you craft you message and you pay have it appear in some media venue such as a magazine or television station on the day and time you choose. With public relations you craft a message that is interesting and newsworthy then work with the media to get it published.
The world is hungry for news and to know what is happening. Although some media venues have been shrinking such as newspapers and magazines they have been replaced by a multitude of cable television channels, internet radio shows, online publications, newsletters, social media, journals and blogs. The world is hungry to hear what is new – it might as well be YOU that is new in the world!
In the previous article, Galleries, Shows, and Other Opportunities to Show Your Work I took a look at a variety of options to show and exhibit your work. In this article I will explore some things you should consider before entering into an agreement to show your work with a gallery or other third party venue.
Having your work shown in a gallery can be a great way to build your art brand and support your other marketing efforts. If you are represented by a gallery you are entering into an agreement between you and the gallery. As with any agreement it is important to know what you are getting into. The same goes for having your work shown on an online gallery as well.
Good business relationships are based on having a good understanding and an agreement of what is expected of all parties. I have heard from many galleries that artists are a “pain” to work with and an equal amount of artists that say that galleries are a “pain” to work with. My suspicion is that most of this comes from relationships forged on a lack of understanding of what is expected, who is responsible for what, and typically the lack of a formal written agreement.
A gallery agreement is a legal document
I come from the business world. In over thirty years of business planning, marketing and research I have had the opportunity to work with successful (as well as my share of not so successful) startups to some of the world’s biggest and best known brands. These successful companies had a lot more in common than you might think. What they had in common was a grasp for the basics of marketing, consumer behavior and a good plan of action with the management to execute it.
When I was first asked to develop and teach the course Artrepreneurship at the Center for Innovation at Metropolitan State University of Denver to teach business to students in the arts I was excited but a bit apprehensive – I went to business school not art school! So here is my premise – selling art (or anything for that matter) is like selling potato chips, you do the basic things, you do them right and you have a chance to succeed. Don’t do them and you are set for failure.