Table of contents for Fine art publicity : the complete guide for galleries and artists / Susan Abbott.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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CONTENTS
ACKNOWLEDGMENTS
PREFACE
INTRODUCTION: USING THIS BOOK
CHAPTER ONE: WHY PUBLICITY?
Public Relations Versus Advertising
PR and Advertising Working Together
Publicity and Today's Art Audience
Choosing a Publicist for Your Gallery
Tackling Your Own PR (for Small Operations or Individual Artists)
CHAPTER TWO: YOUR MARKETING PLAN
Keeping Up with the Castellis
Describing Your Gallery
Worksheet: Description of the Gallery
Selecting Your Marketing Goals
Selecting Your Strategies
Sample: Gallery Marketing Goal and Strategies
Worksheet: Description of the Artist
Communicating within Your Organization
Measuring Your Success
CHAPTER THREE: PUBLIC RELATIONS PRIMER
Blowing Your Own Horn
Writing Articles
Sample: Letter Proposing a Feature Article
Article: Feature by a Gallery Director
Cooperative Ventures with Other Galleries
Cooperative Ventures with Non-Art Partners
Community Involvement
Fashioning a News Hook
Grabbing the Spotlight
Is There a Blockbuster in Your Future?
CHAPTER FOUR: BASIC PUBLICITY TOOLS
Developing a Media List
Sample: Media List Entry
Keeping Your Media List Current
What Media to Target
Setting Up Your Files
Sample: Press Clipping Label
Form: Photo Release
		
CHAPTER FIVE: WORKING WITH PRINT MEDIA
Gaining the Media's Trust
Gallery Press Kit for Print Media
Working with Feature Writers
Exclusive Press Interviews
Sample: Letter to Feature Editor Proposing Feature Article and Exclusive Interview
One Sobering Thought
Working with Art Writers and Critics
Sample: Page from the Art Diary
On Being Perceived as a Serious Gallery
Article: How to Discern Sophisticated Art Galleries from Brand X
Getting the Critic to Visit Your Gallery
Personalizing Your Relationship with the Art Press
	
CHAPTER SIX: WORKING WITH TELEVISION & RADIO
Television Coverage
Radio Coverage
Public Service Announcements
Sample: PSA
The Ins and Outs of Electronic Media Exposure
The Interview
CHAPTER SEVEN: CREATING AND USING A WEB PRESENCE FOR PUBLICITY
Why You Need a Web Site
Create a Press Room on Your Web Site
The Role of Educational Material on Your Web Site
Selling Directly from Your Web Site
Hardware and Software Needed to Launch You into the Digital Age
Using Digital Images
A Look at a Gallery and an Artist's Web site
Updating Your Web Site
Don't Forget Your Virtual Presence on Web sites Other Than Your Own
Sample: Artist Web Site Update E-mail
CHAPTER EIGHT: USING THE WORLD WIDE WEB AS A PUBLICITY TOOL
Using the Web as a Research Tool--Learning What's Out There
Search Engines
Good Old-Fashioned Networking--Worldwide-Web Style
Using the Web to Communicate
Where Are We Headed? The Future of the Internet for Artists, Galleries, and Museums
CHAPTER NINE: PREPARING A PRESS RELEASE
Sample: News Release
Sample: Effective News Release and Resulting News Item
Announcements of Milestones, Awards, Commissions
Sample: Announcement of an Award
Background Press Release
Sample: Background Press Release
CHAPTER TEN: WRITING A PRESS RELEASE
Worksheet: Background Press Release
The Writing Style
The Correct Format for a Press Release
The Inverted Pyramid Format for a General News Release
Notes on Style for Press Release
Tip Sheets on Auxiliary Events
Sample: Tip Sheet for an Events Editor
Sample: Tip Sheet for a Calendar Editor
CHAPTER ELEVEN: PRODUCING A PRESS RELEASE
Samples: Stationery for News Releases
Timely Mailing of Releases
CHAPTER TWELVE: PLANNING EXHIBITION PUBLICITY
Time Exhibitions Carefully
Schedule Your Publicity Campaign
Sample: Overview of Exhibitions
Individualize Your Planning
Decide What You Want to Say
Planning More Than One Exhibition
Sample: Publicity Planning Calendar
Worksheet: Planning for Exhibition Publicity
CHAPTER THIRTEEN: THE EXHIBITION PRESS RELEASE
The Marvelous Quote
Interviewing the Artist
Writing an Informed Release
Worksheet: Exhibition Press Release
Sample: Exhibition Release (in the Inverted Pyramid Format)
Sample: Final Exhibition Press Release
Calendar Announcements
Artist Biographies and Exhibition Fact Sheets
Multiple Artist and Theme Exhibitions
Sample: Multiple Artist Exhibition Press Release
Sample: Theme Exhibition Press Release
Press Photographs
Format for Photo Caption Labels
Exhibition Press Kit
Diagram: Press Kit
CHAPTER FOURTEEN: PUBLICITY TIPS FOR INDIVIDUAL ARTISTS
What's Your Attitude about PR?
Why Seek PR?
Create a Personal Marketing and PR Plan
Diagram: Your Year in Advance
Selected Career Strategies
Choose Strategies Based on Your Strengths and Preferences
Managing Your Campaign
Basic Tools
Slides and Photographs of Your Art--Digital and/or CD-ROM
Promoting Your Web site
Reprints or Digital Copies of Past Media Coverage
Exhibition Announcements
Sample: Gallery Announcement
Background Press Kit
Public Relations Events
Networking
How to Avoid Career Development Procrastination
Use Your Life for PR
	
CHAPTER FIFTEEN: BE NOT OVERWHELMED
APPENDIX A: SOURCES OF FURTHER INFORMATION
Directories
Periodicals
Photo Syndicates
Professional Associations
Services
Web Sites
Web Site Design Publications
Publications
APPENDIX B: MEDIA PERSONNEL
Newspapers
Broadcast Media
ABOUT THE AUTHOR
INDEX
BOOKS PUBLISHED BY THE ART BUSINESS NEWS LIBRARY

Library of Congress Subject Headings for this publication:

Art publicity -- United States -- Handbooks, manuals, etc.