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Press Relations for Creative Industry

This guide, curated by Leanne Goebel, explores critical press relations strategies for creative businesses. It addresses common mistakes such as not targeting the right media, poor follow-up, and inadequate press kits. You'll learn how to effectively build and manage a media list, optimize press coverage timelines, and develop a compelling press kit. Discover how to engage with the media thoughtfully and strategically to ensure your creative work gets the attention it deserves. This resource is invaluable for artists, writers, and creative entrepreneurs seeking to enhance their public relations efforts.

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Press Relations for Creative Industry

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  1. Press Relations for Creative Industry Mistakes & Best Practices

  2. Leanne Goebel-Editor/Writer/Critic

  3. Introduce Yourself Your Name Your Creative Business Why Are You Here?

  4. How Do I Get From Here to There?

  5. Is There a There, There?

  6. Mistakes Are Being Made • Not knowing enough about the TV or radio station, magazine or website. • Not knowing who to contact or contacting wrong person. • Not contacting the media at all. • Waiting until the last minute to contact media. • Sending the same press release to everyone. • Sending snippy emails if you aren’t covered. • Calling or bugging the person about why they didn’t cover you and repeatedly telling them why they should have.

  7. Mistakes Are Being Made • Not following up to see that your materials were received and then politely asking if they need any additional information. • Not having a press area where media can download images from your website or not including images in your media kit. • Making mistakes in press releases and not sending out corrected versions. • Timely response to phone calls or emails when the media does contact you. • Not saying “Thank You” when you are covered. • Not advertising.

  8. Your Media List • Develop it, nurture it. • Include the writers that you read. • Update it regularly. • www.NYFA.org lists hundreds • Bacons www.bacons.com • Burrelle’s www.burrelles.com • Columbia Journalism Review Media Finder • www.archives.cjr.org/media finder.

  9. Your Media List • Include online media • Citysearch, buzztown, InDenverTimes • Flavorpill, ArtsJournal, Visual Arts Source, Hyperallergic, ArtInfo, etc. • Blogs - www.leannegoebel.com

  10. Types of Press Coverage • Preview=coverage before an event • Review=an analysis/opinion of the event after it opens • Regular listing=just the facts • Highlighted listing=the facts with a brief description/review/commentary • Artist Profiles/Interviews=I’m so witty, you’re so fabulous, let’s talk about you. • Human-interest story=about the person not the project • Topic based non art coverage=wheat paste and the doomed winter wheat crop • PSA=Public Service Announcement

  11. Timelines • Differ depending upon type of press coverage. • Listings often have a weekly deadline. • Highlighted listings often require more advanced notice. • Preview information must be sent to media before event openings. • Human-interest, Artist Profiles/Interviews, and topic-based articles requires significant lead time.

  12. Timelines • Send the media an upcoming schedule--a year in advance or more. • Post it on your website. If you want to withhold information from the public have media only access via passwords. • Monthly magazines work 6-9 months out. They have their editorial calendars planned 2 years in advance. • Host your show or exhibit for more than 2 weeks. • Be patient when we ask you for stuff at the last minute.

  13. Media or Press Kit • Put it on your website! • A good press kit is often better and cheaper than advertising. • A press kit is a sales pitch for an artist, a creative business, or event. • Keep it lean.

  14. Contents of a Press Kit • Cover Letter • Press Release • Work Samples with labels • Artist biography or 1 page resume (business owner) • Invitation/Announcement to event • Recent reviews

  15. Press Kit May Also Include • Publicity photo • Fact sheet = all the important facts • Exhibition checklist • Project description

  16. Press Release • Letterhead • Inverted Pyramid: who, what, where, when, and why in a strong lead-in sentence • Dates and times prominent, easy to see • What’s the hook? What makes this newsworthy, notable? Grab my attention. • Please no “first,” “only,” “unique,” “best”

  17. Press Kit Final Thoughts • Send Press Kit the first time, but not every time you send a press release. • Use for large events, exhibits, projects. • Update the press kit every year or so.

  18. Follow Up • Be politely persistent. • Use a conversational tone. • Leave voicemail. “Hi, I just wanted to remind you…. I sent a press kit….” • If you do talk to us and we say we’re not interested, ask why. Remain pleasant. Don’t take it personally. Listen. You might learn something.

  19. Out with the Old…

  20. In with the New

  21. Why PR Online? • Thousands of hits. • Increase traffic to your website or blog. • The right “keywords” can mean reaching new customers.

  22. Identify Your Target Markets

  23. Who Do You Want to Reach? • 27 million people use Yahoo News and Google News. • Each month, more than100 million in the U.S. use a search engine every day to find the latest information about topics that interest them. • Optimize your PR for online usage

  24. Pingback (a weblog notifies a server it’s content has been updated) Identify Keywords to reach your audience. Social Networking (Twitter, Facebook, Linked-In) SEO (Search Engine Optimization) Keywords (words people use to search online for information) Trackbacks ( a link back method to let you know when someone is linking to your documents) Optimize

  25. Press Relations Conclusion • You cannot limit promotion to when you have a show, or a new published piece, or an opening. • Each bump on the creative path: preparation, incubation, production, evaluation, release is one of the waves. • How can you do promotion and press relations during all phases of the process? • Connect with others while incubating. I have this idea. Share it. Write down keywords. • Talk about your work during the production process when it’s going well. Call me. Tell me. • Then, when you send the press release you’ve built a relationship with the press and we are a part of it and want to share it with our world.

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