One of my clients sent me an email to let me know she’s having a retrospective of her art quilts shown at a local gallery. So exciting! She asked me for a little advice about getting the word out there. In just a few minutes, we had the makings of a PR campaign set up for her.
I thought I’d share it here… It’s a useful starting point to brainstorm almost any PR campaign.
Step One. Plan ahead. What are your personal goals for the exhibit? Number of visitors? Number of sales? Capturing contact info? Give yourself a running head start.
Let people know your retrospective is coming with enough time to make space on their calendars to see it. Will they be able to buy art at the venue? Get them primed to want to purchase. If not able to buy, then get them thinking about a commission. You might even add a page to your website about your commission work.
Step Two. What exactly do you need to say?
Brainstorm the things that people need/want to know, and then write your press release (as crisp & clearly as possible) and then use that info again and again, tweaking it to the style of each broadcast method you have. Make sure to include:
- Artist name & website
- Number of pieces in the show
- Time period of the work
- 1-sentence synopsis of theme of show
- Location of show
- Dates of show
- Cost/hours/how to see
- Will their be an opening? Meet the artist?
- Pieces available for purchase
- Any special donation or charity to receive portion of proceeds
- Commissions available
Step Three. Now, how will you tell them? Your promo should be:
- On your blog
- On your facebook
- Tweeted on twitter
- In your emails to friends/family
- In a promotional email to all of your contacts
- In your postcards/mailings
- on the blog for your local SAQA (insert name of your guild or artist group)
- promoted by national SAQA – Martha’s emails (insert name of your guild or artist group)
- promoted by your local art groups and/or tourist groups
- in a press release to your local papers
- And…? how is this being publicized by the venue? Get involved and take advantage of their expertise
Remember that print pubs usually work ads & editorials 1 to 2 months ahead of publication dates.
The above list may not be all-inclusive, but it’s a great kickstart to any PR campaign. I hope you have something exciting to publicize in 2012!