Publicity is Worth the Effort –
Credibility Sells!

Here’s How to Make PR Work for You

Formulate a list. Build a mailing list of the media most likely to cover your work. Include electronic as well as postal addresses and phone numbers whenever possible. Compiling this list is hard work, but the success of your publicity efforts can hinge on the quality of your list.

Peruse the publications at your local newsstand, surf the net, or checkout media directories from Bacon’s or SRDS at the library. When you see an article featuring another artisan, notice where it appeared and who wrote it, and add that contact to your list. Your list should evolve with habitual attention.

Build media relations. The best publicity comes from building relationships with editors, reporters and freelance writers. Call and email them to let them know that you are a willing professional resource in your field. Help them and they will help you.

Develop a plan. Having a plan and someone assigned to make it happen is essential. If nobody in-house has the time, consider hiring a freelance professional. Aspire to send a press release every month.

Compose your press release. The date of issue and contact information for media use should appear at the top. The headline tells the editor what the release is about. The subject of your email should encapsulate that same message. The first paragraph should be brief and to the point with the most essential “who”, “what” “when” and “where” material. Make sure information is accurate, paying particular attention to dates, addresses, and telephone numbers.

To increase your chances of getting past SPAM filters, do not use attachments. Include your press release and a sample image within your actual email message. Place a low resolution image near the top of your message with a note telling the editor how to obtain a high-resolution image by request or online, if that is possible.

Be aware of deadlines. Mail releases in a timely manner. Local newspapers can react quickly but national publications often need up to three months before publication.

Display press clippings. Copy or scan all editorial coverage of your work and display them at your shop, studio, galleries, and shows. This can be done on a bulletin board, in frames, or in a notebook. Media attention creates credibility. Everyone wants to buy from recognized professionals.

This month's EXTRA:

FREE publicity available to all show exhibitors
Send us a CD with your product images, artist’s biography & statement, latest news release, and press clippings TODAY and whenever you have something new to show us! The sooner we get it the sooner we can promote you and your work.

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