9781581154016

Fine Art Publicty PA

by
  • ISBN13:

    9781581154016

  • ISBN10:

    1581154011

  • Edition: 00
  • Format: Trade Paper
  • Copyright: 2005-02-17
  • Publisher: FRWHEEL

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

  • Free Shipping On Orders Over $35!
    Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
List Price: $19.95 Save up to $18.46
  • Rent Book $5.00
    Add to Cart Free Shipping

    TERM
    PRICE
    DUE

Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

This savvy resource helps artists and art professionals generate the publicity that keeps their artwork and business in the public spotlight. Provided are practical tools for attracting the media's attention and building bridges between artists, their galleries, and collectors, and between museums and their audiences. This new edition provides the latest word on new art markets; how to research the Internet, build a Website, and launch e-mail publicity campaigns.

Author Biography

Susan Abbott has been a fine art public relations consultant for more than 30 years and is the author of Corporate Art Consulting (1-58115-034-2). She lives in San Francisco.

Table of Contents

ACKNOWLEDGMENTS ix
PREFACE xi
INTRODUCTION: USING THIS BOOK xiii
CHAPTER ONE: WHY PUBLICITY? 1(8)
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 9(10)
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 19(14)
Blowing Your Own Horn
Writing Articles
Sample: Letter Proposing a Feature Article
Article: Feature Article 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 33(12)
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 45(16)
Gaining the Media's Trust
Gallery Press Kit for Print Media
Background Press Kit for Artists
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 AND RADIO 61(8)
Television Coverage
Radio Coverage
Public Service Announcements
Sample: Public Service Announcement (PSA)
The Ins and Outs of Electronic Media Exposure
The Interview
CHAPTER SEVEN: CREATING AND USING A WEB PRESENCE FOR PUBLICITY 69(14)
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 83(10)
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 93(10)
Sample: News Release
Sample: Effective News Release and Resulting News Item
Announcements of Milestones, Awards, and Commissions
Sample: Announcement of an Award
Background Press Release
Sample: Background Press Release
CHAPTER TEN: WRITING A PRESS RELEASE 103(10)
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 113(4)
Samples: News Release Stationery
Timely Mailing of Releases
CHAPTER TWELVE: PLANNING EXHIBITION PUBLICITY 117(6)
Time Exhibitions Carefully
Schedule Your Publicity Campaign
Sample: Overview of Exhibitions
Individualize Your Planning
Sample: Publicity Planning Calendar
Worksheet: Planning Form for Exhibition Publicity
CHAPTER THIRTEEN: THE EXHIBITION PRESS RELEASE AND ANNOUNCEMENT 123(18)
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 Artists Exhibition Press Release
Sample: Theme Exhibition Press Release
Press Photographs
Format for Photo Caption Labels
Exhibition Press Kit
Diagram: Press Kit
Exhibition Announcements
Sample: Gallery Announcement
CHAPTER FOURTEEN: PUBLICITY TIPS FOR INDIVIDUAL ARTISTS 141(16)
What's Your Attitude about PR?
Why Seek PR?
Create a Personal Marketing and PR Plan
Diagram: Annual Public Relations Calendar
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
Public Relations Events
Networking
How to Avoid Career Development Procrastination
Use Your Life for PR
CHAPTER FIFTEEN: BE NOT OVERWHELMED 157(2)
APPENDIX A: SOURCES OF FURTHER INFORMATION 159(6)
Directories
Periodicals
Photo Syndicates
Professional Associations
Services
Web Sites
Web Site Design Publications
Publications
APPENDIX B: MEDIA PERSONNEL 165(3)
Newspapers
Broadcast Media
ABOUT THE AUTHOR 168(1)
INDEX 169

Rewards Program

Write a Review