20 Important Press Tips for Artists and Creators

15 04 2014

PressreleaseHere are 20 valuable press tips from my recent virtual class, ‘Today’s PR and Promotion Essentials for Art Licensors.’  I enjoyed introducing Greg Walsh of Walsh PR during the course to share his expertise, as well.  The final class included more than 50 important recommendations you can implement yourself, in addition to information on how to determine your press strategy and write your own releases. For information on ordering the class (85+ PowerPoint slides and 2.5 hour audio), click here. I am confident that if you follow these tips, this information will help you get consumer and trade press.

  1. Write and rewrite your press releases to be as concise as possible.
  2. Get clever; there is a lot of clutter out there!
  3. Give the reporter something that they do not already know.
  4. Offer something to get replies (art, samples, interviews) and, always, easy contact information.
  5. Use links as references to back up your news points (use hyperlinks, not full web addresses).
  6. Attribute information, not opinion – its news, not editorial.
  7. If possible, relate to what’s in the news and trending.
  8. If time permits, research your reporter and see what they’ve written about. Then refer to that info in your news pitch – “I saw that you recently covered ComicCon and l liked your article. If you’re continuing to cover art focused news…”
  9. Try not to send too many news announcement or to duplicate information. You’ll be ignored when you do have BIG news.
  10. Create a press list that’s accurate, on target, and not so big that you can’t follow up with it on a regular basis.
  11. It’s better to get consistent press in five to ten publications, than try for 35 and get none.
  12. Once you hone your list and see some results, try to leverage it for something bigger…i.e. start with press releases, and then call the editors to pitch an article.
  13. Always include photos, but no more than three at a time.
  14. When you become a reliable source for an editor, they will certainly call you when they when you are appropriate for an article…now it gets interesting, because you become the resource for the editor.
  15. Call your licensees and see what they are doing…collaborate and combine forces to tap into their resources, rather than duplicate efforts. Ask what they normally do when they get a new license and what they are willing to do for you.
  16. Keep your web site up-to-date at all times, and especially when doing a press push. Editors will very likely check your web site if they have questions on your news release, even before they call you back.newmediamix
  17. Put your phone number and email everywhere; don’t make anyone hunt for it.
  18. Use social networking to find out about new online publications, newsletters, and groups.
  19. Think about non-profits and giving art or something away to gain exposure, increase recognition and help others (and you can write press about it too).
  20. Finally, don’t be intimidated by the press process. Writing press releases is relatively simple and will provide results. If you are reaching out to the editors via press releases, they will become familiar with your work and will eventually it will fit into a story. Editors like to write about everyone rather than a select few artists/companies.

Remember, as you set out to develop a press plan, to include all areas of the ‘New Media Mix’ in your strategy. Public relations can do what advertising can’t, and you will get much more ‘bang for your buck’ by spending time and energy on public relations than through paid advertising. It’s also a terrific way to control your message and build your brand over time.






One response

28 05 2014
Madeline Faiella

This is a really good article. I am going to put it on my blog, with your link and total credit, of course!!! I just think that even more people should read this. Thanks for posting it.

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