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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.