CONTENTS

1. Gather All the Details Before Moving Forward

2.What is PR?
An introduction to understanding Public Relations.

3. Crafting Your Message / Image
Steps to establish your identity as an artist.

4. Writing a Press Release
Tips on creating and formatting an effective press release.

5. Press Release Photography
Guidance on taking pictures for your press release.

6. Distributing Your Press Release
How to send out your press release and avoid common mistakes.

7. PR Checklist & Final Thoughts
Setting achievable PR goals to guide your journey.

What is PR?

At its core, PR involves building positive relationships with influential figures in your field. For artists, this includes journalists, critics, buyers, collectors, and the general public.
Public Relations, or PR, refers to how the world perceives you.
Your reputation can set you apart as an artist.
When leveraged correctly, it enhances your influence and credibility. By managing your image through media, artists can gain free exposure both online (social media, blogs, etc.) and offline (traditional outlets like newspapers, radio, and TV).

How Do You Want to Be Perceived?

To shape your message/image, start by deciding what kind of artist you aspire to be.
Do you create provocative political art?
Would you prefer to be a mysterious artist who only emerges during key events?
Are you aiming to be seen as a seasoned professional whose work is grounded in academic experience, or perhaps as a self-taught, rising star?
Do you want to be known for large, dramatic commissions, or do you cater to a community with smaller, gift-oriented pieces?
Answer these questions to determine your brand image. Once you’re clear on who you are as an artist, you can align your bio, website, and press coverage to reflect this identity.

Using Storytelling to Promote Your Brand

RESOURCE: Using the Art of Storytelling to Sell Your Message/Image
RESOURCE: How to Write an Artist Bio

Networking and Reaching Out

After defining your message/image, it’s time to set goals that will help maintain this image.
Your objectives can be both short-term and long-term. These milestones will help you stay focused and organized.
Start by establishing networking goals. Connections are crucial for any PR effort.

Another goal should be to enhance your message/image visibility. Expand your sales channels, amplify your online presence, and use new relationships to your advantage. Consider guest blogging or appearing on podcasts to broaden your reach.

Setting Your PR Goals

STEP ONE: What Type of Artist Are You?
Once you’ve chosen the message/image you want to project, it’s time to set goals to make it a reality.

STEP TWO: What Are Your PR Goals?
Your PR goals will help you stay connected with your audience, track your growth, and stay visible in the art world.

Writing a Press Release

STEP THREE: How to Write a Press Release
Creating a strong press release starts with a compelling hook.
What makes your story unique, and how does it help you stand out?
Start by answering the basic questions: Who? What? When? Where? Why?
Craft an attention-grabbing headline and include a memorable quote from yourself or your collaborators.
Your story should be summarized immediately in the introduction, with further details in the following paragraphs.
Remember to write in the third person, which lends professionalism to your release.

Formatting Your Press Release

When formatting your press release, follow these steps:

1. Mark the release date.
2. Provide your contact details.
3. Write an engaging headline.
4. Mention the date and location.
5. Start with a compelling introduction.
6. Provide more details in the second paragraph.
7. Add relevant quotes and additional info as needed.
8. Wrap up with final details, like the event location and any logistical considerations.

Taking Photos for Your Press Release

When photographing your artwork for a press release, ensure the background is as simple as possible.
Figure 1 demonstrates a cluttered setup that will result in a poor photo. The artwork is poorly lit, misaligned, and the background is distracting.
In contrast, Figure 2 illustrates an ideal setup: the artwork is placed in indirect natural light on the floor, making it easier to photograph.

Editing your photos is crucial. While most smartphones offer basic cropping tools, apps like Adobe Lightroom provide more control and precision. It’s also useful for adjusting colors, as cameras don’t always capture them accurately.

Setting Up the Shot

A good photo sells the story. Even without a professional camera, you can take high-quality pictures with a phone.
Make sure to utilize features like the grid option to align your artwork and avoid perspective issues.

Photographing Your Environment

When capturing images of an exhibition space, use architectural elements to frame your shots.
For example, in Figure 1, (not shown in this version, imagine it) the door frame creates a natural focal point for the artwork.
Framing can also be used for multiple pieces, as seen in Figure 5, (not shown in this version, imagine it) where the ceiling and floor lines draw attention to the artwork.

Finding Your Audience

To maximize your press release’s impact, send it to the right people.
Aim for both local and national visibility by contacting local journalists directly and reaching out to relevant larger publications.
Personalizing your approach is always beneficial—start by getting to know the journalists in your area or within your niche.

Final PR Tips

PR Checklist:

• Is your message/image clear?
• Do you have a professional website and bio?
• Have you set clear goals?
• Are you targeting the right audience?
• Is your story compelling and newsworthy?
• Do you have high-quality visuals?
• Is your press release well-written and proofread?

Final Thoughts

Treat PR with the same professionalism you would for any job application. Always follow up, be open to feedback, and ensure your writing is proofread.
Remember, PR is an ongoing effort. Keep media updated with your latest work, and don’t be afraid to celebrate your wins and learn from your losses.
It’s a long-term investment, but the more you engage with it, the more successful your efforts will be.

Keep track of both your achievements and mistakes. This is an ongoing learning journey. There's no need to be intimidated by PR. Like any skill, the more you practice, the better you'll become. As a Praxis member, we’re here to guide and assist you throughout every stage of your artistic path