Most artists, if not all, wait for the right moment to start sharing their work with the world. They can either be waiting because they do not think it is worth an audience or because they know they can do better and are therefore waiting for that ‘better.’ The truth is though, you do not need anything major to be newsworthy. Journalists and art critics do not simply focus on finished shows, they write about cultural stories wrapped in a clear angle. When you manage to understand how to create an angle for your own work, PR can stop feeling so intimidating and becomes a tool to shape yourself. So, here's how to find your PR angle.

A news angle is the reason your work is relevant right now, but keep in mind, every work is always relevant if proposed from the right angle. This journalistic hook is always welcome as it makes something more timely, relatable and/or connects it to a bigger conversation. Artists often assume that art speaks for itself but reporters need context, they need a reason to publish something ‘now.’ Ultimately, the moment you learn how to give that reason you will make it much easier for someone to feature you.

Here are five news angles any artist can use with no exhibition needed.

1. The News Hijacking Angle

Using current news topics of something that is currently of importance and shocking. E.g., political news, war news, financial news, and more. Keep in mind that it does not need to be the biggest headline of all, simply something that will manage to grab attention and be relevant

2. The Materials or Technique Angle

Anything that highlights how you make your art. E.g., switching from one medium to another, using local materials, using up-cycled or natural materials, trying an unexpected technique, returning to a traditional method.

3. The Origin Angle

Anything that highlights your past. E.g., why you became an artist, your career path, a personal challenge you used to channel creativity, your cultural background.

4. The Small-Milestone Angle

Most artists overlook small moments but those are the ones that make them relatable. E.g., one year of freelancing, completing a mini-series of works, moving into a dedicated workspace.

5. The Cultural-Anthropology Angle

Your work does not need to be political to be relevant but by touching a cultural theme it can easily become a story. Examples can include minority cultures such as tribes, untouched places of the globe and more. Create art about topics that are not spoken about enough.

What are you supposed to do after you find your news angle? Here's how to turn it into a pitch.

Once you have it all figured out, do not think you need a press release, you simply need an email. Talk about what you are working on, why you created it, why it is relevant now and include a couple of images. And then all that is left to do is send that email. You could try local lifestyle magazines, art & culture blogs, community newsletters, writers who cover creativity, your university or alumni publication, and even LinkedIn creators who highlight artists.

Real-World Examples of Successful News Angle PR:

• Materials/ Technique Angle using natural pigments and recycled materials

Violet Astor is a UK based artist whose instagram feed features her work using natural pigments, recycled materials but also collaborates with governments and NGO’s.

• News-Hijacking / Social Relevance

Moly Crabapple is one of the most widely used examples of an artist who directly responds to current events of politics, conflict and global discussions through her illustrations.

--
You don’t need a big exhibition, a gallery show, a large audience or even a viral moment to get PR. You simply need a news angle that helps someone understand why your work is important.

#PRontheGO