In all industries, and especially in the art world, it can be said you’re only as good as your name and networks. Artists often rely on outside funding or sponsorship programs to make a living, and so networking is key.
Many people in the arts industry choose to employ a publicist, but others have found working in the public relations area itself to be an incredibly rewarding experience. As a journalist, I can completely understand why–you’re constantly surrounded by beautiful things, talented people and get to work in the arts when you may not be especially skilled at producing it.

So, how to start off in the world of PR?

One of the fashion industry’s best known PR reps, Aliza Licht, recommends starting off as an intern in your particular art field of choice (you can see her story about her internships here). She is so adept at social media she has created a cult following as the “DKNY PR Girl”, has over 350,000 followers on Twitter and her own line of stationary. She often lists social media and PR tips that are extremely helpful, not only to those wanting to work in the industry but for independent artists as well. For example, see her “10 Commandments of Fashion PR” or “Top 5 Things You Shouldn’t Say or Do In Social Media”.
I also spoke with Rebecca Webster of Webster Media Consulting about what it’s like working in the PR industry. Webster also agrees that internships are a great way to start, and lists some of the qualities helpful in a publicist.

If someone wanted to become a publicist, how does one go about that? Do you go to school or take part in internships?

There are a couple things I might suggest. Internships are great. I did a number of internships through my undergraduate degree. It’s the best way to network and build relationships with companies you think you are interested in and see the reality of their day-to-day.

Also, I do think it’s good to get perspective. Being a publicist is just one facet of Public Relations, and so it’s good to get a grounding on all the areas of the field. You can take certificate programs in PR all over Canada. It’s worth knowing the basics to become a professional.

As for me, I was always naturally suited to my role. My degree is in Radio and Television Arts from Ryerson University in Toronto. It was a hands on program and I love that. It was also small, and that was beneficial. I got most of my experience by trial by fire. I am a strong writer and I like people so that gave me headstart! I did take PR courses at Ryerson later on, just to shine up my skills in case I ever wanted to move into another part of PR later on in my career.

What kinds of attributes make someone a good publicist?

I really think the key to being a good publicist is in the follow-through. It seems simple but most people can’t seem to do it. And as a publicist, aside from being interested in what you are promoting, and generally quite relaxed and affable, being able to follow-through is the key.

Why do you personally prefer arts PR over other types?

Well, you’re putting words in my mouth there. I never said I preferred arts PR over other PR. I’m simply passionate about the arts and have been since I was a wee tyke. And that’s really the key. The key to being successful in PR is to believe in what you are putting out to the world and do it in the most organized (yet flexible) and strategic way. Know what you want to achieve and you can build a really strong approach.

Check out The Art of PR: Part 1 on navigating the world of PR as an artist. For more on Rebecca Webster and Webster Media Consulting, please click here.

Aliza Licht, Canada Arts Connect, Canada Arts Connect Magazine, PR for artists, Rebecca Webster, Ryerson University, Webster Media Consulting Career Tips, Fashion, Life/Style, Music, TV / Film, Visual Arts