Making it Happen Find gallery representation submit

Making it Happen: • Find gallery representation; submit to “Calls for Artists”; enter competitions • AND/OR • Make group exhibition or series of solo shows with other artists – Who to show with? – Show alone? – Either way, develop a timeline… (see sample in Class Resources: Publicity) Publicity

Finding an Exhibition Space: • Existing business (the Uptown, Betty’s, etc. ) • Vacant space you can “improve” – If you go this route, consider lights, insurance, utilities, painting and carpentry costs -- will owner split expense? • Recently vacated business – Does it still have electricity, insurance? – Will owner let you set up temporary gallery that will help him/her market property? Publicity

Publicity Needs: • • Exhibition announcement Press Release Calendar Listing (tip sheet) PSA (Public Service Announcement) Press Kit / Press Packet Catalog Web Site Mailing List Publicity

Exhibition Announcement Make an exhibition announcement for every show that you do: be it a show at a coffee house, a show at hardware store, or a show at Museum of Modern Art Publicity

Exhibition Announcement At least 4 1/4” x 6” postcard with color on one side, b/w on other (standard size for cheaper postcard postal rate). Printing: < $200 for 1, 000 cards. http: //www. mitchellgraphics. com/ Select image that best represents show but also consider which of your images will reproduce most effectively (make detail of one of your images if necessary) Publicity

Exhibition Announcement Make sure “mailing face” meets postal requirements (generally leave bottom 3/4 inch clear for imprint of barcode). Mailing face should include your return address and ADDRESS CORRECTION REQUESTED (for updating your mailing list) Use fonts that can be easily read unless you’re trying to create certain feeling about exhibition (generally think of “art face” of card as place for expression) Publicity

Normal Space 123 Normal Street Kutztown, P 19530 610. 696. 9696 610. 696. 9699 fax artinfact@hotmail. com www. artinfact. net Open 11 am - 6 pm, Tuesday - Saturday Blue Sky Drawings an exhibition by Dan Wells and Brian Eno This exhibition features works on paper and canvas combining digital technologies and traditional mediums January 6 - February 26, 2006 Reception: Friday, Jan. 6, 9: 00 - 11: 00 p. m. This exhibition is funded, in part, by by Pennsylvania Partners in Arts (PPA), regional arts funding partnership of the Pennsylvania Council on Arts, state agency. State government funding comes through an annual appropriation by Pennsylvania's General Assembly and from National Endowment for Arts, federal agency. PPA is administered in this region by Berks Arts Council. Publicity

Press Release • A Press Release is a short document, usually a page or two, that utilizes an inverted pyramid format to deliver the basic details and extended information about your exhibition. • (see sample in Class Resources: Publicity) Publicity

Press Release • Inverted pyramid: – Who – What – Where – When – Why – How (all in first paragraph) Publicity

Press Release • WWWWWH includes: artist and/or exhibition name, dates, reception date and time, brief description of exhibition, brief information on artist. • Also includes: Name of venue, address, venue’s phone number & e-info, hours, contact person. Publicity

Press Release • first paragraph (lead paragraph) should be able to stand alone • Use active voice throughout: – Active voice: exhibition features several artists – Passive voice: Several artists are featured in exhibition Publicity

Press Release • Use short, upbeat sentences written in everyday language. • Tell readers where they can go, or who they can call. • Edit tightly; look for ways to shorten phrases and sentences. Publicity

Press Release • PRESS RELEASE or NEWS RELEASE in large type near top of page • FOR IMMEDIATE RELEASE in all cap text type above copy • May be followed with the end date of show (i. e. …through May 1, 2008). Publicity

Press Release – Use plain, white or off-white, 8. 5 x 11 inch paper. – Editors love easy copy -- if you’ve written a good press release, chances are it will be published verbatim. Publicity

Press Release • If your release spills to second sheet, end first page with completed paragraph, or at least completed sentence. Type -more- or (more) in bottom center of first page. At top of second page type brief heading (flush left or right, but not centered) that includes name of organization, date, page number and topic (in case it's separated from first page). Publicity

Press Release • Don’t use subjective language, use objective language. Avoid words such as sensual, beautiful, unique, outstanding. Art critic will add subjective language when they review the show. Publicity

Press Release – Call publications to make sure you’re sending information to correct people. Make sure you have their names spelled correctly and include their titles. – Send multiple releases to each publication that you target. Send to section editors, calendar editors, writers, etc. Publicity

Press Release – Press Release should be sent from gallery, not from you. For selfproduced exhibitions, develop a name for exhibition or space and have press release come from that entity. Ex: Some artists chose to name exhibition by address of venue, i. e. . 123 Main for show at 123 Main Street. Publicity

Press Release • Double space your press release and leave at least 1. 5” to 2” margin at end of page. • Mark end of your release with centered: ### or - 30 To signal that no additional copy follows. Publicity

Press Release • Staple multi page press releases. Only print one side of paper -- no doublesided Press Releases for multiple publications need to be mailed on different timelines -- make sure you know who gets what and when. Publicity

Press Release • Its permissible to include attributable quotes in your press release, something said by a titled curator or critic but otherwise keep it very objective. • Look for tie-ins. Ex: your work is influenced by music of John Coltrain -send your release to music writers. Publicity

Press Release • Make special press releases that tie your work into area events. Ex: if you do wildlife scenes and there is conference of ornithologists in your area, play up that angle. It could generate a feature article on your exhibition. Publicity

• • • Press Release services: www. ereleases. com www. massmediadistribution. com www. 24 -7 pressreleases. com www. prnewswire. com $150 - $300 for world-wide distribution Publicity

Tip Sheet (for Calendar Listings) • Calendar announcements are shortened press releases • Use same basic format and conventions Publicity

Tip Sheet (for Calendar Listings) Many calendar listings include images; if they use them, send shots of several pieces. • Include high-quality print-outs and same image on disc with clear references to identify files (355 ppi at least 4 x 5 inches--. tif is best or. jpg Publicity

PSA Public Service Announcements are short, timed press releases. They are "non-commercial" radio and TV announcements prepared to provide information to public -thought to primarily benefit audience rather than producer. (see sample in Class Resources: Publicity) Publicity

PSA PSAs can be recorded audio and video spots but for most exhibitions, written copy is generally sent directly to station and their talent records the spot (usually preferable to fax PSA a few weeks before it should run, but always ask station about format & deadline requirements) Publicity

PSA • Copy should fit 10, 15, 30 or 60 second time slot (do several versions). All information that will be read should be included in your timing. If you are submitting live-copy, read message out loud and time yourself. Many stations prefer PSAs that are short. • Include reading time (how many seconds it should take to read PSA on air) Publicity

PSA • Include contact name and/or phone number in PSA. • Be available to answer questions generated by PSA. • If station calls you with questions about the PSA, respond quickly or risk getting bumped. Publicity

PSA • Some organization request "dateline" in front of lead paragraph. It includes location where news is generated (city in all caps) and date. Ex: • KUTZTOWN, PA, June 1, Normal Gallery Presents Artwork That Incorporates Old and New…. Publicity

PSA • Try to determine date you expect PSA to arrive on journalist's desk and use that date as release date. PSA may be hot off press, but if it carries last week's date, journalist may assume it's yesterday's information and throw it away. Publicity

PSA • Type on only one side of 8 1/2" x 11" piece of paper - never print copy on back side of paper. • Triple-space entire PSA so that it can be easily read by “talent” • Indent all paragraphs Publicity

PSA • Leave at least 1" for left and right margins. This gives station space for editing, and makes your live copy easier to read Publicity

PSA • Limit PSA to one sheet, but if it spills to second, try to end first page with completed paragraph, or completed sentence. Type -more- or (more) at bottom center of first page. Publicity

PSA • At top of second page type brief heading (flush left) that includes name of gallery, date, page number and topic (in case pages are separated) Publicity

Press Kit / Press Packet • Press Kit is folder containing (as appropriate) cover letter, checklist, artist biography, artist bibliography, artist statement, artist résumé, exhibition announcement, PSA, calendar listing, reprints of reviews, printouts of images accompanied by coordinated CD-ROM including reproduction-quality files, business card of gallery. Publicity

Press Kit / Press Packet View press kit from Print Center, Philadelphia, PA. Publicity

Catalog Contents • Your name • Name and dates of exhibition (include year) • Images, with I. D. info, of best work -- ordered so as to correspond to mention in essay • Critical essay (or Artist Statement) • Short Biography (paragraph) • Condensed résumé (list of shows, bibliography, collections, etc. ) Publicity

Catalog Contents (continued) • Gallery name* – – – Street address City, State, Zip Phone / Fax E-mail / web address Hours • Design & photo credits • Funding credits * if this is temporary gallery, put permanent P. O. Box instead of street address / always use phone/email address that will be good for several years… Publicity

Catalog • Copyright information – http: //www. copyright. gov/ – Approximately $30 per title • International Standard Book Number (ISBN) – http: //www. isbn. org/ – Approximately $25 per title – (see links in Class Resources: Publicity) Publicity

Brochure/catalog • Double SUMO format is cost effective www. modernpostcard. com (about $850, including shipping for 1, 000 (color both sides / 6 x 11 inches folded). • Unless you’ve been trained as Communication Designer, hire or barter with someone to design your catalog Publicity

Joe Peragine’s Catalog • • • Photography of work = $450 Copyright and ISBN registration $50 Design = $800 Essay = $800 Printing = $4500* Total = $7000 * Cost held down by printing in Korea Publicity

Using Catalogs • Sell catalogs at show (price at just over cost of production -- these are promotion and can be deducted from income tax) • Send complimentary copies to selected critics and universities/museums (with note) • Keep copies for future presentation packets Publicity