More Articles

How to Balance Art & Life

Give Yourself a Promotion

4 Ways Booth Signage can Draw a Crowd

Secrets of a Successful Open Studio

The Thrills of Networking Within A Local Artist Community

Partner with Your Galleries to Sell More Art

The Artist Doesn’t Always Know Best

Protect Yourself from Art Scams

Put Your Business Cards Away

How to Deal with those Dreaded Shipping Costs

Luck vs. Opportunity

How to Get Accepted by the Press

Artists are Entrepreneurs

How to Promote and Sell Art on Instagram

Playing Up

Is Fear Running Your Art Business?

What I Learned by being a Gallery Owner

How to Get Rejected by the Press

Art with a Healing Touch

Art and the Struggle with Depression

Are You at a Loss for Words?

Avoid these 7 Mistakes when Photographing Art

How a Hard Look at Business Changed an Artist's Life

7 Reasons Why Your Art Marketing Isn’t Working

What to Do when your Show is Slow

Working Smarter to Sell Your Art

Top Tips for a Successful Open Studio

What's the Back Story on Your Art?

10 Free Ways Artists Can Get Publicity

Selling Art with Confidence

The Power of Repeat Sales

6 Ways to Sabotage Your Art Business

5 Steps to Gaining Referral Business

It's Not All About the Money

Consistency is Key to Making Art Sales

Should You Quit Your Day Job?

6 Display Tips to Increase Your Art Sales

Making a Profit with Your Art

What Blue-Chip Galleries Can Teach Us About Social Media Networking

Artists Need A Business Plan

Your Greatest Asset in Finding Gallery Representation

Hiding Away

Mindset

The Personal Touch

Sell Your Art into the Corporate Market

Tell Your Story, Sell More Art

The Price is Right

Confessions of a Professional Art Gallery Closer

How to Create Raving Fans by Telling the Story of Your Art

Burnout & Its (Sometimes Surprising) Consequences

How to Get Into A Gallery, and Succeed With A Gallery

The Power of Persistence

Build a Budget for Success: How I Tripled My Income in 2 Weeks

Learning to Sell Art: Investing in Yourself

Top Traits of Successful Artists

What Makes Art Remarkable?

Working for Free

The Evolution (and Re-Evolution) of An Art Business

Ann Rea: Artist, Entrepreneur, Instant Success

How Do You Know When It’s Time To Become An Artist?

8 Ways to Improve Your Online Portfolio

Artists, Do You Need an Agent?

The Power of Consultative Selling

How to Make Your Customers Fall in Love with You

Artist Housing Projects

The Pinterest Guide to Selling Art Online

Artists Who Sell: How to Write a Killer Sales Page (and why)

The 5 Biggest Mistakes that Artists Make on Their Blogs and How You Can Avoid Them

Business Plans for Artists: Here, I Did It for You!

How to Write An Artist's Statement That Doesn't Suck

How to Make Your Art Stand Out Online?

10 Strategies to Improve Your Art Sales

Social Sharing on Artist Websites & Online Galleries

Why Artists Should Avoid Gallery Representation

5 Art Pricing Lessons I Learned the Hard Way

How to Research Your Online Art Market

The Crowdfunding Guide for Artists: Part 1

12 Things all Starving Artists Believe

Personal Branding for Artists

How Paula Manning Lewis Has Sold More Than 30,000 Pieces of Art

How to Build An Art Business While Working a Day Job

Painting Terms

Mixing Colors

The Benefits of Buying Art Online

Beginning Your Journey as an Artist

Art for Art's Sake

How to Get Accepted by the Press

by

There are ways to approach the press that don't work and lead to frustration. But how can you make those connections that get results?

 

Simply Aqua
“Simply Aqua” alcohol ink on yupo paper by artist Kelly Dombrowski

 

Understand what is newsworthy.

The press needs good stories to publish, on many topics. And, luckily for you, they need them on an ongoing basis to keep churning out all those articles. As an artist, you are interesting to begin with, and you have a creative business that is fascinating to most people.

Create a compelling story to share about your unique inspiration, your mission, exhibition or project and write it in a concise format to share with the press. Give them the information that they need to craft an authentic and impactful article that speaks to their audience and drives interest.

Remember that emotional resonance is key to making that connection, so before you tell your story think, "What is fascinating about my work?" "How does it relate to other people and what they value?" and understand why your story will jibe with their readers.

Build your network and start there.

LinkedIn is a great place to begin, as it's a very popular networking site where you may already know lots of people. To be an effective networker, ask yourself, "What do I have to offer others?" and then pay it forward. You may also find bloggers, influencers and press members in LinkedIn groups where you can connect and correspond.

Let's say that you're really just getting started. Who is in your network? Probably other artists that you know. Do they have a blog? Do you? Consider exchanging blog posts, where you write about them and their work, and they reciprocate. This is called a “strategic alliance”.

Do you belong to a guild or organization? Offer to write an article about an event, or a project for them. Become a "press member” yourself that way, and you can network with other peers who write regularly. The experience you get in writing about yourself will help you craft those stories in the future.

Build up the "Press" page on your website with articles published on smaller blogs, publications and newsletters that are produced by people that you already know. These will count towards establishing credibility, and authority and more publicity. Press begets press.

Pitch at the time of need.

How do you find reporters planning articles where you might fit right in? You can obtain the editorial calendars of their publications. This is the scheduled list of articles for months into the future, and is generally available to potential advertisers.

Contact the publication, ask for the calendar, and determine if you might be perfect for an upcoming story. Then, contact the reporter or editor with a concise email (and a subject line) about the article, and your expertise or your art that would be a good match for what they need.

You can also find reporters currently seeking experts and material for articles by registering as a "Source" at Help a Reporter (HARO). They send out frequent emails, and by scanning through the "queries" you can respond to a reporter with your pitch. HARO is free to use.

Give them everything required to write your story.

There is nothing more frustrating than trying to hit a deadline and not being able to reach your source. You can make it super simple for a reporter to write a story that includes you by providing a bio, and even ideas in your press kit. Provide enough information so they don't even need to speak with you to include you in their article.

You can even make suggestions that make for an easy story for them to write. Jewelry artist Maryellen Kim of Twist Style includes a "story idea" sheet in her press kit that lists potential articles that could be written about her work, including "Crafty Entrepreneurs", "Weddings and Bridal", "Vintage Revival" and more. She writes a few lines on how her business fits neatly into each topic. Maryellen even offers reporters the option to set up a special discount code for their readers or viewers. Pretty sweet!

Getting press exposure isn't that difficult if you plan your approach, find the right publications and blogs, and start connecting. Persistence is key to getting traction, and publicity.

Carolyn EdlundThis article is courtesy of
Carolyn Edlund, founder of Artsy Shark, is a business writer, speaker and consultant for artists. She is the Executive Director of the Arts Business Institute, presenting at art business workshops throughout the United States. Carolyn works with artists every day in strategy sessions designed to help them structure their businesses, set and reach their goals. Find out more about scheduling your own business consultation with Carolyn here: https://www.artsyshark.com/build-your-art-business/New window