Regardless of whether you own a gallery opening a new exhibition, book or event, there is one thing that can help boost your success. That is, having the opportunity to receive free editorial coverage is publicity.
Writing in a weekend newspaper, radio interviews, or a film crew in a gallery can be invaluable in creating word of mouth and creating your profile.
Although some gallery owners hire publicists to do this work, there is another alternative, and this needs to be done by yourself. In the end, you know your artists best!
Here are our 10 tips on how to get free editorial coverage;
1. Create a multimedia kit that includes a press release about your latest exhibition / collection and artist’s biography (including possible prizes, artistic influence and background). Also include a selection of high-quality photos of them, their work, and also include the background in your gallery. Do not forget to include your contact information.
2. Make sure you have the latest contact information for Arts, Visual Arts and “What” on the media. Journalists often change roles, so before you send a press release or invitation, make sure that their contact details are current.
3. Select the correct time. In most “What” newspapers, columns need material two to four weeks before the publication date. If you want to cover a journal, you may need to provide information for up to six months.
4. Select a hero. part for your exhibition, what is particularly striking, emotional, provoking or controversial? You may have included a photo of the hero in your invitation, so maybe choose a couple of alternatives. Get a high-quality photo and make it available to the media. Warning: do not send large image files to unsolicited journalists, instead provide low-resolution versions and say that high-resolution images are available on request.
5. Hold an event in your gallery for charity, which you support or launch the Meet the Artist forum, where another VIP could have an interview with the artist. Such events are often found in local media.
6. Contact the photographers and ask them to use their place for the next shot.
7. Focus on what makes their work unique. Is this the method or materials that the artist uses, their content or inspiration, or is it a thematic event with more than one artist?
8. Think outside the square. Do not just stick to the arts to try and get publicity. House & Garden publications often look for interesting things to include in their functions. If you can borrow the work for editorial shooting, offer to send the editor a copy of this work.
9. Get the star factor. Invite senior people to your exhibition. These may be local celebrities, government representatives, or business leaders or owners. Photos of influential people at your event can be taken up by social pages.
10. Offer content. Share your experience in a specific area or offer a comment on a new trend in the industry or provide “practical advice”. Information. The media also loves facts and figures. If you can exchange information, for example, with an impressive auction result or selling records that can help attract the attention of a journalist.
And don't forget to call the local newspaper to tell them about what you are doing.
