At art PR agency JPR Media Group, we have worked with over 50 artists, galleries and art entrepreneurs whether our art PR clients have been in painting, photography, drawing, ceramics, sculpture, street art, multi-media, NFTs, design, or auctions.
We have seen what works to get press results in tier 1 publications, radio, and TV. We have delivered incredible press coverage for our art clients in Sky TV, BBC TV (London, UK – Regionally, Ukraine, Singapore), BBC World Service, BBC News Online, Bloomberg, ITV, CNN, Wall Street Journal, London Live TV, Financial Times, The Times, Sunday Times, Telegraph, Telegraph Luxury, Guardian, Observer UK, Observer USA, Spectator, Independent, London Standard, Forbes, Fortune, Robb Report, Business Insider, Daily Mail, Metro, The Art Newspaper, The Royal Photographic Society Journal, Brooklyn Rail, Whitehot Magazine of Contemporary Art, Artnet, Hyperallergic, FAD, Artlyst, Studio International, Musee Magazine, MEER, ArtPlugged, Fetch LDN, VICE, Hypebeast, Tatler, Harper’s Bazaar UK and France, British GQ, GQ Italia, Conde Nast Traveller, World of Interiors, Country & Townhouse, House Beautiful, Architecture Today, Nikon Magazine, The Photographic Journal, Amateur Photographer, Digital Camera World, The Double Negative, Time Out and many more.
Here are my top 10 tips for getting great art press:
- Be media-ready at least 3 months in advance
What does that mean? JPR Media Group often get calls from artists and art galleries who want us to get press for an event or exhibition that is just 2-4 weeks away. That is crazy. Tier 1 journalists need time to set up an interview, photo shoot, get the pitch approved, write the piece, then schedule it – that rarely happens in 2-4 weeks unless it is breaking news.
The best press results we have delivered happen when a client is prepared in advance and reaches out to us at least 3 months in advance. Once we are formally engaged in a contract with a client, we send a What We Need document which is a questionnaire. The time it takes for a client to answer the questions may take weeks. This questionnaire needs to be answered to the best of a client’s ability in order for us to create a media pack which is a press release, facts, images. We need this finalised approved media pack ready BEFORE we pitch press. Then, press need time to process the pitch, see if a managing editor approves the story, then they will set up a time for the interview, perhaps set up a photo shoot, write a piece, then schedule it in a long queue of features that are scheduled from lots of different writers. That means, from pitch date to publication date – this could take months.
We also send an event invite out 3-4 weeks in advance. If someone is calling us with just 2-4 weeks’ notice to create a media pack, strategy, get tier 1 press, and invite people to an exhibition, we know immediately that the client is ill prepared.
To engage a PR agency 2-4 weeks before a launch or event is an afterthought. It shows that there is no understanding how PR works – unless there’s a big newsworthy world’s 1st announcement such as the biggest selling Picasso sold or a celebrity artist doing their 1st show.
- If you are an artist without gallery representation, do a solo exhibition for at least 3-6 weeks
This is obviously advice that is budget-dependent but having a solo exhibition as an artist that lasts at least 3-6 weeks gives editors time to view your art and write about it OR write about the exhibition before it opens so their readers have a chance to go view it. Why this is important is also about timing. Some editors have features that include round ups of exhibitions to go to, and they will most likely not write an extensive piece about a simple 1-day event or short show – unless it’s linked to topical, breaking news. There are many venues you can hire.
- Have your solo exhibition or launch in the city where most writers work unless you are willing to cover writers’ travel expenses
If you want major magazines and magazines to come to an exhibition, you need to plan it in a convenient location – and ideally near a major tube station. If your artwork is being showcased far away i.e. in the countryside rather than London, organise transport for editors and a day out such as a private tour and lunch with the artist. If you don’t have the budget to do so, that’s fine – just manage your expectations of how many journalists can/will attend based on the magnitude of the show.
- Solo exhibitions often get better quality press coverage than group exhibitions
It is much easier for writers to focus on 1 artist than feel pressured to have to write about multiple artists at the same time.
- Offer canapes AND drinks at your preview event
Serious art critics do not care about food or drinks being served and will probably schedule a 1-on-1 viewing HOWEVER most editors will appreciate that there is something to eat and drink at an event and will stay longer, giving more visibility and time to meet writers as an artist. If you are also asking your PR agency to invite guests such as art collectors, galleries and museums – having delicious food and drinks at your event is nice.
- Understand your budget before you call a PR
I get it, a lot of individuals have not worked with a PR before and just want to “shop around” to get an idea of fees. As an art PR agency, we have worked with various budgets, briefs and timelines. Figure out what you want to spend and your goals before your call as there may be marketing activations you want us to do – from organising a lunch with the artist, a media dinner, the preview launch event, an artist curator hosted talk, private 1-on-1 viewings after the exhibition has opened, a collab with an art magazine or organisation, securing press globally or just in the UK or US, inviting art collectors/corporate individuals/galleries and museums, etc.
- Understand the difference between press and advertising
We have had a few calls where clients want guaranteed placement in magazines. This is called advertising. We can help facilitate this but understand that advertising is not press. Press work is creating a strategy and story then pitching it to relevant journalists to see if they think it is pressworthy and topical enough to write about.
- Have your images and any BTS video footage ready
That means having high-res pictures of the artist or gallery founder in front of the artworks, pictures of the artworks alone labelled by name, an artwork catalogue with dimensions and descriptions, and video footage of the artist creating work (helpful for TV). It is also good to have email confirmation from the photographer and the videographer stating that all images and footage are free to use by anyone including media platforms and TV.
- Be interview-ready
Journalists and TV reporters may request a time and date for an interview. Accept the time and date – do not counter. We have gotten lots of TV interviews for clients – clients ideally need to be available for the time they suggest as it may never happen again. Also, clients need to be prepared for the interview to be cancelled at the last minute due to more important news that is happening in the world. We had a different artist rescheduled twice on BBC TV London -the 1st time because more important news came up and the 2nd time because the available cameraman was ill. We had an artist scheduled for a Sky TV interview that didn’t connect because of the artist was in a bad Wi-Fi area – this interview never happened again. Be prepared for anything and take the TV opportunities when they are offered.
- Understand that getting great art press does not equate to sales
PR agencies’ role is to build the strength of a profile for an individual or brand. They can do this by creating a media strategy with background due diligence and defining clients’ goals, figuring out what the unique selling point is from a media perspective, and building positive coverage. This positive storytelling creates brand value through trust.
At JPR Media Group, we have gotten some incredible art features in major newspapers, art magazines, lifestyle titles, and TV channels – that does not always equate to immediate art sales, although it can. One of our photographer clients sold 2 of his works from someone reading a newspaper piece and one of our multimedia artist clients sold a huge piece through someone watching his TV interview. But these examples are RARE. Do not expect your investment into PR and Marketing to automatically get ROI in terms of art sales.
The biggest takeaway to get great art press coverage is to be prepared and give a PR agency time to do their job properly. If you understand the basics of PR mentioned above, you can get incredible long form features written in tier 1 publications about your art story – which is our top goal.
