Media, Art and Artist

Effective Media Strategies for Artists

Media is a powerful tool to build relationships, boost visibility, influence
decisions, and create lasting impressions for success and growth.

I have been in the media for over 20 years and have conducted many interviews with authors, entrepreneurs, CEOs, artists, musicians, chefs and many others.  All of whom are masters in their fields.  I figured out something common among them; a strong relationship with the media.

Emma, Heathcote-James, Founder/CEO of the Little Soap Company, Winner of Queen’s Enterprise Award 2022, was one of them.  I asked Emma what was the secret of her success?  Her answer was remarkable; “I say ‘Yes’ to Press! It doesn’t matter what you are talking about – people will just remember you and the product. I would always say yes to News items.”

Last month, I’ve had an ample time visiting some of the restaurants in Leamington Spa, England.  It was a Tuesday evening.  Business in restaurants were pretty sluggish that day, as it was early day in the week, and it would have been the same on Monday.   These days are not good days for restaurants.   Yet it was not the same for Giggling Squid, a Thai Restaurant in Royal Priors Shopping Centre on Recent Street.  It was full and no available table for seating.    When I entered the restaurant, I didn’t ask to see the Manager, instead he started walking towards me with a smile. He must have understood that I am a journalist as I took a number of photographs of the outside of his premises. When he approached me, “Welcome, please let’s go outside, and talk” he pleasantly said.

I had visited many restaurants that evening and all were very quiet. I was wondering about the crowd at Giggling Squid and asked the manager What’s going on at his restaurant today? His answer was remarkable as well.  “It’s a normal day for us and our restaurant is full every evening. Of course our services, rich, tasty and diverse menu make us different, but beyond that, media relations has taken a part in our business. We have connections and communication with almost all media in Leamington Spa and surrounding towns.”

Media has been a powerful tool to influence people positively and negatively.  Today, we live under the power of media as a source of information, communication and entertainment that enhance the knowledge of us through the different types of news or events in our daily lives.

It is a communication theory that “if you watch television more than two hours a day, your mentality would be televised mentality. You act and behave as you get form the television.” This theory goes back to the 50s.  Today our mind is shaped by the tools of mass communication, which consist of television, radio, newspapers, magazines and social media.  It simply means that media has the power to give information and provide an easy means of communication among people. Media is a powerful and trusted tool among people living developed countries like the UK, US and EU.

Let’s look at the facts before we talk what to do;

Facts About Media

• 81% of consumers’ purchasing decisions are influenced by their friends’ social media posts. (Forbes)

• 66% of consumers have been inspired to purchase from a new brand after seeing media images from other consumers (Stackla)

• Consumers are 71% more likely to make a purchase based on media referrals. (Hubspot)

• Conversions increase 133% when mobile shoppers see positive reviews before buying. (Bazaarvoice)

• 78% of consumers say companies’ media posts impact their purchases. (Forbes)

• 56% of consumers say they’re more influenced by media images and videos when online shopping now than they were before the pandemic (Stackla)

What role does media play in your professional life?

In any business, there are four main functions:

1. Infrastructure: This involves the time and money you invest in your business and work.
2. Management: Whether your team is small or large, effective management is essential.
3. Marketing: This is the core of any business, encompassing everything from paid advertisements to unpaid campaigns, news, and events. Media relations are a crucial component of this function. From new media to mass media, artists can greatly benefit from media exposure. Art is perhaps the only field that can capture the interest of all types of media.
4. Sales: This is the final stage, where you see results if the first three functions are executed effectively.

What to Do?

Depending on your art business, there are many ways to make your work and brand newsworthy. Here are some strategies to help you build a strong media presence:

Professional Website

Having an attractive, professional website is essential for standing out in the art world. A well-designed website not only showcases your portfolio but also communicates your story and vision to potential clients and the media.

Make Your Website
Media-Friendly 

Your website should include a Press Room page with press releases, high-quality images of your artwork, and details about your exhibitions or projects. This makes it easy for journalists to access the information they need to feature you.

Press release 

Write a press release whenever there’s a reason to do so, such as:

• A new art collection or exhibition

• Winning an award

• Hosting a workshop or event

• Collaborating with other artists or brands

• Participating in art fairs or festivals  

Engage with Local Media

Compile a list of local media outlets and editors. Invite them to your studio or gallery for events like:

• Exhibition openings

• Art workshops

• Community art projects

Reach Out to National Media.  Identify national media outlets and art critics who specialize in covering the arts. If you’re confident in your work, reach out to them with press releases or invitations to your events. For example, in the UK, you could contact editors at The Guardian or The Times who cover the arts.. 

Encourage Reviews

  Be active on review platforms and encourage clients to leave positive reviews. As Bazaarvoice noted, conversions increase by 133% when people see positive reviews. Media reviews, in particular, can significantly boost your visibility and credibility.

Host Grand Openings or Special Events

  Organize grand openings for new exhibitions, seasonal showcases, or even anniversaries of your studio. Invite media, local influencers, and loyal clients to these events. These gatherings are excellent opportunities to generate buzz and build relationships with the press.

Celebrate Media Relationships

Stay in touch with local and national media by celebrating milestones like their anniversaries or holidays. A simple gesture can go a long way in maintaining strong relationships.

Get Awards

Winning credible awards or receiving positive write-ups in reputable publications can enhance your reputation as an artist. However, avoid awards that are “pay-to-win,” as they can harm your credibility. Focus on earning recognition from respected organizations.

Leverage Social Media 

Social media is a powerful tool for artists. Platforms like Instagram, Pinterest, and TikTok are particularly effective for showcasing visual art. Post regularly, engage with your audience, and use hashtags to increase your reach. Share behind-the-scenes content, time-lapse videos of your creative process, and updates about upcoming projects.

What to Expect from the Media?

Praise for Your Work and Brand: Media coverage can highlight your unique style, creativity, and contributions to the art world.

• Positive Reviews: Expect detailed reviews that emphasize the strengths of your work and exhibitions.

• Catchy Titles and Captions: Media features often include attention-grabbing headlines that draw readers in.

• A Launchpad for More Features: Being featured in one media outlet can lead to opportunities in others, creating a snowball effect.

While every artist’s journey is unique, the key to standing out is to demonstrate your professionalism and the value you bring to the art world. With a solid media strategy and the right tools, you can effectively boost your reputation, reach more clients, and significantly increase your sales.