Canary Guest Blogs for Americans for the Arts: A Holistic Approach to Communications
This article was a guest blog post for Americans for the Arts’ ARTSblog, part of their National Arts Marketing Project initiative. I’ll be attending and speaking at the NAMP Conference in Portland, OR in November. Read on for my tips on producing consistent and proactive communications, and stay tuned for reports from the conference.
Act, Don’t Just React: A Holistic Approach to Communications
Today’s media landscape of shrinking newsrooms, thinner newspapers and less in-depth arts coverage poses challenges for cultural organizations. It also offers new opportunities — as long as you’re ready to act by anticipating the needs of the press and public.
Today’s journalists are doing more with less, often providing photography, video and/or audio to go along with their written stories. Many of the reporters I talk with are under tighter deadlines to publish content to the web and under pressure to attract more clicks on their articles. As both the media and arts organizations navigate the demands of the 24-hour news cycle with fewer resources, a proactive and collaborative approach to communications can benefit everyone.
Cultural organizations hoping to land media coverage today must anticipate the needs of the press and be a valuable resource to reporters and editors. This includes offering multimedia content, which can include b-roll footage of a performance or event, behind-the-scenes preparations and Q&As with artists and organizational leaders — anything that offers an intriguing and relevant audio/visual component. The more “packaged” your pitch is with resources you can provide to a reporter or editor, the more likely you are to secure coverage in a variety of outlets.
Much of this multimedia content can then be taken to your own web and social media platforms, giving you opportunities to directly tell the story of your organization and create deeper understanding and engagement with audiences.
Almost anyone in your organization can be a source of compelling content if you collaborate across departments — and not all of this content needs to be created from scratch. For example, an exhibition’s curatorial essay can become a blog post of excerpted material, which can be shared in your email newsletter, while an interesting essay quote or related question can be posted to Facebook and Twitter. Perhaps that curator can also give a 2-minute video “tour” of the exhibition that gets posted on YouTube, with a still photo or video clip on Instagram. All of these pieces come from the same source material but are then interpreted for how audiences communicate and engage through each of these media platforms.
Just remember that, as any good publicist knows that pitches need to be tailored to individual journalists and outlets, organizations must understand how content translates across different direct-to-audience platforms. Don’t try to communicate an overly complex idea in a tweet or Facebook post, and watch your analytics to evaluate what content is actually creating engagement.
As you plan the media relations calendar for your year or season, consider how your story pitches and the content you’ll need to provide to the press can work for your other audience communications. Programming, artistic, and educational staff should be part of this planning process — and those departments should be discussing ideas with the PR team as their programming is being developed, not as an afterthought.
This is a holistic approach to communications that requires time, effort and cross-departmental collaboration, but it is a method that pays off over the long term — ultimately cutting down on the duplication of efforts among staff, producing consistent and proactive communications and putting you one step ahead.
Tags in Tags
- Philly arts and culture reporters share tips on how to get great press coverage
- Blog post: Outside(r) Art
- Philly arts organizations take on social media fads: A short history
- Entrepreneurship and Risk-Taking in Arts Organizations
- A Look Ahead This Month
- Philly's Top Broadcasters Weigh In: What Makes the Evening News?
- Top 10 Philadelphia Arts and Culture Orgs on Pinterest
- Be a Belieber in marketing your arts organization to teenagers
- Top Arts Marketing Resources for 2014
- The Constant Grammarian: Three Grammar Resolutions You'll Want to Keep in 2014
- 2014: The Year Ahead
- ICYMI: Getting meta on social media, and other November reading
- Making Spirits Bright: Canary’s Holiday Favorites
- Canary Promotion Wins Two Awards from the PRSA!
- ICYMI: What would you do if you were banned from Twitter?
- FB embed test
- Messaging in a Bottle: How to Tell a Compelling “Story of Us”
- The Hot Topic of Crowdfunding for Conservation
- ICYMI: Where we've been this fall, and where we're going
- Canary Guest Blogs for Americans for the Arts: A Holistic Approach to Communications
- PR in the Age of Shortening: Should we join ’em if we can’t beat ’em?
- Megan Wendell on Keystone Edge: Growth, inspiration and putting the arts first
- Canary in Harrisburg for the Launch of Pennsylvania’s Top 10 Endangered Artifacts
- Canary News: Fall Arts Bounty, Winning at the Geek Awards, Social Media Tips
- Playing Favorites: Where to find the Canary staff at the 2013 Fringe Festival
- Weekend Wrap Up: Great Press for Mauckingbird and Puppet Festival (r)Evolution
- More Than Words: Bringing Audiences Into the Moment with Instagram
- ICYMI: What We're Reading This Summer
- 6 Ways Twitter Can Help Sell Tickets (Part 2)
- 6 Ways Twitter Can Help Sell Tickets (Part 1)
- Adventures in Pittsburgh: How cultural storytelling can invigorate a city
- ICYMI: What Caught Our Attention in May
- The Constant Grammarian, Part 3: Thou Art Banished
- Spring 2013 Newsletter: What Kind of Leader Are You?
- Crowdsourcing: How Honesty Moves Us Forward
- So You’ve Hired a Communications Team – Now What?
- ICYMI: What Caught Our Attention in April
- Third Time’s the Charm: Congratulations to the 43 winners of the 2013 Knight Arts Challenge!
- Five Signs It’s Time to Hire a Communications Firm
- Stop Wasting Money: How to Stretch Your Facebook Ad Dollars
- ICYMI: What Caught Our Attention in March
- Take readers behind the scenes — even while you're setting the stage: A content marketing strategy for arts organizations
- Faces of PRSA Philly: The Canary edition
- Connecting Organically: How PR drives SEO results
- The Future of Cultural Journalism: Inspiration, Innovation and Proactivity
- What’s the future of cultural journalism? How can art connect communities?
- Canary Goes Global: World-class culture in the City of Brotherly Love
- Cultural Moments of 2012: Megan's Picks
- Cultural Moments of 2012: Rose's Picks
- Cultural Moments of 2012: Carolyn's Picks
- A Better Barrymore? Theatre Philadelphia: A Celebration! gave the arts community a much-needed boost at just the right moment.
- Internship Alert: Canary Promotion is hiring PR/Marketing interns this fall!
- Philly 101 Wrap Party @ Frankford Hall: What You Wish You Knew, Now You Know
- The Constant Grammarian, Part 1: Seven Words and Phrases You Didn’t Know You Didn’t Know
- Canary Promotion Newsletter: Summer 2012
- Insight into Insights: Reach Your Goals With the Right Facebook Campaign
- Insight into Insights: Reach Your Goals With the Right Facebook Campaign
- Congratulations to the 2012 Knight Arts Challenge Philadelphia winners!
- Rediscover Public Art with Fairmount Park Art Association
- 5 Things You Can Do For Your Small Business Right Now
- Canary Promotion Welcomes Carolyn Huckabay of Philadelphia City Paper as Public Relations Associate
- 10 years, a bounty of art, and a job that still thrills me
- Young Voices Were On the Minds of TEDxPhilly Speakers
- Festivals, Public Art, Drama & Dracula: What We're Working On This Season
- Plenty to see this weekend as DesignPhiladelphia winds down. Stop by Not A Vacant Lot!
- 6 Tips for Getting Press-Perfect Photos
- Knight Foundation and NEA Seek New Models for Arts Journalism
- Live Arts Festival Tickets On Sale Now!
- With Facebook Ads, It's All About the Timing.
- We're hiring: PR & Marketing Coordinator position available
- The Value of Intangible Goods. How Donating Your Knowledge Makes a Difference.
- The Cultural Engagement Index, Why Audience Participation Matters
- Congratulations to all of the Knight Arts Challenge Philadelphia 2011 Winners!
- A mural party at the Rosenbach, a frank conversation with Maurice Sendak & the musically inspired “Grace Notes”
- Canary Promotion Newsletter: Spring 2011
- Spring is in the air! The Canary office gets spruced up for Spring.
- Our PIFA Picks: A Cultural Playground in April
- 6 Essentials for Successfully Working with the Media
- Woodmere Art Museum Opens Five New Exhibitions
- Spring Break at Live Arts Brewery - A Laboratory for Research and Development
- Connecting With Your Community Through Facebook Ads
- Ars Nova Workshop presents Fieldwork, “A jazz power trio for the new century” (NPR)
- Put A Bird On It!
- Final Days to See John Folinsbee and American Modernism at the Woodmere
- 7 Ways to Improve Your PR Writing
- Sometimes these Canaries need their creative-beauty sleep
- Young Voices High School Monologue Festival On Stage at The Adrienne Theater This Week
- The Associated Press, NPR, Philadelphia Inquirer & New York Times are all talking about the Rosenbach's Sendak Mural
- John Folinsbee and American Modernism Lecture Series at Woodmere Art Museum
- Our Favorite Cultural Moments of 2010: Megans' Picks
- Our Favorite Cultural Moments of 2010: TEDxPhilly
- Our favorite cultural moments of 2010: Flash Opera, The Return of the Cultural Flash Mob to Philadelphia
- Our 2010 Year in Review
- We're taking a holiday break!
- Rescue Your Blog with an Editorial Calendar
- Philadelphia’s got talent, United States Artists Knight Fellows announced
- Holiday Shop at Woodmere Art Museum
- Holiday Shop at Woodmere Art Museum
- Ladies Rock Camp - the perfect gift for the ladies in your life
- Museum Without Walls: AUDIO the subject of national Associated Press story
- Chester County Historical Society Launches Social Media Campaign
- The Rosenbach Museum & Library announced today news of stunning new portraiture acquisitions
- Woodmere Art Museum Upcoming Community Events
- Theater showcase by & for youth in Philadelphia touches on big issues at the right time
- TEDxPhilly, November 18, 2010 at the Kimmel Center.
- Two thumbs up for Mauckingbird's revamped queer "A Midsummer Night's Dream"
- How creative PR & marketing work together to draw in new audiences
- Museum Without Walls™: AUDIO wins Philadelphia Magazine BEST of PHILLY 2010 Award!
- The Rosenbach's new 'Dreadful Things Happen' exhibition reviewed in today's Inquirer
- Philadelphia Weekly “Picks for Best Theater This Year” Includes Five Canary Client Mentions!
- Canary News: Announcing some changes & new opportunities
- We're Looking for PR/Marketing Interns for the Fall!
- Fringe Fest Sideshow: Opportunity for Philly Fringe Artists & Fans
- Today, Celebrate Bloomsday with the Rosenbach Museum & Library at Trinity Center for Urban Life
- Museum Without Walls™: AUDIO Program Officially Launches at LOVE Park
- Thursday, June 10th, Fairmount Park Art Association launches the groundbreaking Museum Without Walls™: AUDIO program in LOVE Park!
- The Wilma Theater's U.S. Premiere of "Leaving" Opens TONIGHT!
- Drupaldelphia Wrap-Up
- Canary client Swim Pony Performing Arts will host Philadelphia's next large-scale improv event!
- The 2010 Philadelphia Live Arts Festival + Philly Fringe Line-up is Announced!
- Google Chrome - Search Any Site from the Address Bar
- The New York Times reviews Philagrafika 2010, a Canary PR client!
- displaying location fields in a view
- Happy 200th Birthday, Edgar!: Brat Productions Celebrates with One-of-a-kind Theatrical Haunted House
- safari clips div when using anchor tags
- Philadelphia: Where the Wild Things Are + Sendak Mania at the Rosenbach
- string parsing code to get url from image tag
- Philadelphia Live Arts Festival & Philly Fringe Opens Today!
- Pig Iron Theatre Company's Welcome to Yuba City
- We're hiring! FT Publicity & Marketing Assistant
- Replace Taxonomy pages w/ Embed Views
- Embed Views
- creating a style for every n-th item in a list
- incremental classes when grouping multiple cck values in views
- Custom CCK Formats
- Blueprint Grid Overlay in the Browser
- Grid Nirvana - How to Easily Incorporate Blueprint into Photoshop
- Theming a page by arbitrary content types
- Bloomsday Gives Joyceans a Reason to Love Philadelphia
- Get the path to a Drupal module or theme
- Canary attached files
- IE doesn't load stylesheets / IE doesn't load conditional comment stylesheets
- IE6 PNG Fix
- Watch nEW Festival Artist Interviews on StreetTalkin.com
- Add a custom ID to menu items based on the text in the link
- Even out different date fields across content types
- Embed Views2 blocks w/ PHP
- Views2: Find the first NID from another view to use as an argument
- Watch WHYY: Experience Philadelphia Young Playwrights
- When Logos Attack!
- April-June Canary Client Events
- PDF: April-June events from Canary Promotion
- Blueprint Grid toggler D6 module
- delete .svn folders from the cli
- Convert string to CSS friendly text
- Display taxonomy terms from one vocabulary id
- site setup bash script
- Web Design and Drupal Internship Available
- DrupalCon DC as a mind map
- custom php.ini on site5
- Canary at DrupalCon DC
- Canary Promotion + Design seeks Web Designer/Developer
- PR/Marketing Internship Opening
- custom jQuery accordion menu function for drupal primary menu
- South Street offers empty storefronts to artists
- Client Testimonial: Neil Baldwin
- DrupalCamp Philly
- Complaint Choir on CBS 3!
- The 6 Dangerous Fallacies of Social Media
- Inaugural BarCamp Philly to be held November 8
- Treehouse of Horror: Canary Pumpkins Rule the Night
- First Person Festival
- calibrate your monitor
- Val Emmich, Little Daggers
- Ben Franklin persists
- Rock 'n' Roll at The Wilma Theater
- Sarah Palin and Hillary Clinton on SNL
- Help Elect Barack Obama. We can't afford to lose this.
- Connecting to MYSQL via terminal
- Live Arts Festival & Philly Fringe: in print, online & on the air
- Live Arts Festival’s Kate Watson-Wallace talks Car in PW cover story
- Take the A List Apart Survey for People Who Make Websites
- White Screen of Death [WSOD] on form Submit
- find and delete files in ssh
- Mauckingbird's R&J in the Inquirer
- Girls Rock Camp on MTV
- Classic Towns of Greater Philadelphia
- Classic Towns - Home Page
- Classic Towns - Map
- Philly's New Culture Chief
- First Person Impressions
- First Person Impressions
- Mayor Nutter announces Arts & Culture Office
- split arrays into two for multiple columns
- Placing the contents of a block in any location
- Free your content of PHP: Moving PHP code out of blocks, views and nodes
- How to Call Attention to Yourself
- Ben Franklin & Betsy Ross Wedding
- Delete nodes programatically through Drupal
- Backup/Restore MySQL via SSH if you can't access phpmyadmin
- Why good design matters
- When Logos Attack!
- Bloomsday at the Rosenbach today!
- ffmpeg, the flashvideo module and testing locally on Windows
- Imagecache issues after inserting presets via query
- Browser detection in PHP
- Drupal Meetup at Canary Recap
- Sendak on Sendak on Video
- adding the servername to site5 nameservers
- clean urls on site5 before the domain is active
- Creating email addresses on Site5
- Vote Early, Vote Obama
- Vote Obama Today
- Views Theming Wizard output incorrect
- remotely connect to mysql server - Site5
- File permissions
- wait for full page to load (not just the DOM) when resizing elements with jquery
- Emulate word-wrap in Mozilla Firefox
- 500 Internal Server Error upon uploading site to Site5
- Lost Weekend: SXSWi 2008
- MYSQL ERROR: "MySQL server has gone away"
- Day One at SXSW
- SXSW Marathon, or, Will We Really Get to All 30 Panels?
- John Refano is Awesome
- My loony bun is fine, Benny Lava.
- Dispatches from Google chat: Jon Stewart strikebuster edition.
- The Museum of Baby Heads
- All the baby heads
- WING TIPS: Canary's Favorite Things - Cool Gifts for the Holidays
- Best Potential Client Inquiry Ever
- President George W. Bush looks at a bronze bust of himself
- How to talk to the media
- Cold Rock The Auction Block
- Where the Wild Things Are
- Take the Chekhov Lizardbrain Challenge
- I leave for SXSW this week
- Anton Chekhov is Taking Over Philadelphia
- Snow Days
- Snowing Like Hell
- The Hoohah Monologues
- It's the Arts, stupid
- Little Fat Man Who Sold His Soul
- Wing Tip - Tour the UK
- Barrymore Awards Announced!
- Megan with Aaron Immediato and James Haskins from The Wilma Theater
- Rotunda ceiling
- Franklin Memorial
- Automn Wissahickon
- Promotional timelines, advance planning
- Live Arts/Philly Fringe recap, Sept. 9-16
- Live Arts/Philly Fringe recap, Sept. 5-8
- Amnesia Curiosa
- Proper Manners and Haunting Houses
- Still Unknown
- Still Unknown
- Dark times in trucks and the old west
- Cheerleaders, strippers and puppets, oh my!
- Launching ColbertNation.com
- Colbert Cal 07-23
- Colbert Cal 07-22
- Colbert Cal 07-21
- Colbert Cal 07-20
- Colbert Cal 07-19
- Colbert Cal 07-18
- Bruce Banner
- Suburban Love Songs
- Bash Photos
- Anniversary Bash Success!
- Canary in the news!
- I'll Bash the Bash before it Bashes Me!
- Is this a nude event?
- Colbert Report taping