Art PR Agency JPR Media Group Reveals What Really Wins Tier 1 Press for Artists – and Why Most Get It Wrong
LONDON – JPR Media Group, a specialist art public relations agency, has published a definitive art PR guide for artists, galleries and art entrepreneurs looking to secure high-profile media coverage. Drawing on work with more than 50 clients across painting, photography, drawing, ceramics, sculpture, street art, multi-media, and design, the agency has distilled its experience into ten essential tips — with one message at its heart: press coverage is won through preparation, not last-minute panic.
The agency’s art clients have appeared across Sky TV, BBC TV, BBC World Service, ITV, CNN, Wall Street Journal, Financial Times, The Times, The Telegraph, The Guardian, Forbes, The Art Newspaper, Artnet, Hyperallergic, Tatler, Harper’s Bazaar and many more.
Timing is the number one factor. The most common — and most costly — mistake, the agency says, is approaching a PR firm just two to four weeks before an event. Tier 1 journalists need time to approve a pitch, arrange interviews and photo shoots, write the feature and schedule it in a long editorial queue. From pitch to publication, that process to create a long form piece can take months.”The best results we deliver happen when a client comes to us at least three months in advance,” said Jessica Patterson, CEO of JPR Media Group. “Approaching an agency a few weeks before a launch isn’t a strategy — it’s an afterthought, and editors can tell.”
The exhibition itself matters. For artists without gallery representation, the agency recommends a solo show running three to six weeks, giving editors time to view the work and write about it — including in the exhibition round-ups that many titles run. Solo exhibitions also tend to earn stronger newspaper and magazine coverage than group shows, as it is easier for a writer to focus on a single artist. Location is equally important: hosting in a major city near good transport links makes it far more likely that writers will attend, and thoughtful touches such as canapés and drinks encourage editors to stay longer.
Be ready before the phone rings. Clients should have high-resolution images of the artist with their work, an artwork catalogue with dimensions and descriptions, and — where possible — behind-the-scenes video of the artist creating, which is invaluable for television. Just as critically, artists must be interview-ready and flexible: TV slots can be offered at short notice, rescheduled, or cancelled for breaking news, and the opportunity may not come again.
Understand what PR can and cannot do. The agency is candid that press is not advertising, and that coverage does not guarantee sales. “Our role is to build the strength of a profile through positive, credible storytelling — that creates brand value through trust,” said Jessica Patterson. “Sales can follow, and sometimes they do, but they should never be the measure of a campaign.”
The full guide, “Top 10 Tips to Get the Best Art PR Results,” is available from JPR Media Group.
Media Contact
Company Name: JPR Media Group Ltd
Contact Person: Jessica Patterson
Email: Send Email
Phone: +44(0)7950977765
Address:14th Floor 33 Cavendish Square
City: London
State: Greater London
Country: United Kingdom
Website: https://www.jprmediagroup.com/
