Whether you plan on doing your own press, or working with a publicist, you need to understand how press actually works. Because if you don’t, you can’t brief a PR person well, you can’t tell whether the one you’re paying is any good, and you certainly can’t do it yourself.
After 35 years of generating press for individual artists, commercial galleries, biennials, festivals, and an institution running 2.5 million visitors a year through its doors, I’m sharing what I’ve learned about getting work covered, and what most artists get wrong before they’ve written the first line.
