Most artists out there know that their artwork deserves recognition and an audience but most of them wait for the “right moment” before putting themselves out there. In reality, visibility doesn’t knock on your door, it doesn’t arrive on it’s own and should be approached by the artist. An artist doesn’t need a large following, a pre-existing network or a gallery, but they do need a clear story, a sense of relevance and the willingess to open up to people about their work.

This exactly is where PR comes into play. Public Relations don’t focus on the trend, the hype or the perfection, rather it’s about communicating your values and shaping how others understand your work. Whether you are an emerging or established artist, PR gives you the opportunity to take control of your narrative so that opportunities start coming your way.

Here are nine reasons why PR is no longer so optional for artists and how to start using it strategically and effectively.

1. PR helps people understand your story and not just your art

People are most likely to relate and connect with the reason you create and not just what you create. It is important for followers to know why you started creating, what you care about as an individual and what ideas your work aims to explore.

2. PR turns your creative process into relevance

Your work will become significantly more meaningful when it is placed in context. This can be done by tieing your art to something current and relevant such as a cultural moment, a societal conversation, or even a material trend. This as a result creates a ‘news angle’ and helps your work become timely.

3. PR brings you opportunities you didn’t even know you could have

Press coverage easily leads to invitations, collaborations and even collectors and that can be the result of reaching out to 5 local journalists, 5 art blogs or even 5 creators who feature artists.

4. PR helps build credibility

A simple Q&A or interview or blog, has the ability to signal elements of profssionalism. Don’t be scared to put yourself out there, pitch yourself to newsletters, local papers, university magazines and more.

5. PR helps you grow your audience without a constant online presence

You really don’t need to be a content creator to be visibile, there are low-visibility PR techniques you can use such as interviews, features or artist spotlights, all of which promote you while also keeping your online presence minimal.

6. PR gives you control over your narrative

If you don’t pesent your story, others will guess and create it for you. Keep your artist bio upadeted along with your website and social media, if you have any, with descriptions that reflect what you want to be known for.

7. PR connects you with the right people and not just followers

Editors, curators, collaborators, collectors, all discover artists through stories. Journalists are closely observing social media and community forums in the search for stories so don’t hesitate to share your milestones, reflect on your journey and talk about your ideas.

8. PR helps you remain visible and relevant between projects

Although it’s helpful, you don’t need a new artwork every week or an exhibition every month to stay relevant, as art takes time. What you can do in the meantime is share your material choices, your creative challenges, your personal motivations. These will manage to keep your presence alive even when you’re working behind the scenes, which is also something you can share.

9. PR positions you for long-term sustainability

Visibility leads to career stability and not just momentary attention when done approached properly. Create a simple personal PR routine to do once a week, like a small to-do list, and include things such as: send 1 email, update 1 platform, do 1 social media post, reach out to 1 new person. Consistency builds momentum, so be consistent.

If you are wondering what successful artist PR looks like, take a look at these artists:

#PRontheGO