Month 07
Pay a publicist for your show: 4 criteria to decide
In 30 seconds
A publicist costs $1,500 to $8,000 for 4-8 weeks. 4 criteria to decide: artwork value (over $50,000), institutional stakes, ability to pay (max 10-15% of total budget), lack of press network. For most emerging artists, DIY press is better. Beyond that, a good PR multiplies coverage 3-5x.
Why this question is poorly phrased
The real question: 'Does the expected return justify the $3,000 asked?' For an exhibition with $15,000 in value, $3,000 in PR = 20% of the budget. Too much. For $100,000 exposed, 3% is justifiable.
The 4 criteria to decide
- Criterion 1, artwork value: PR between 5 and 15% of total exposed value (e.g. Under $30k -> DIY; $80k-$200k -> Experienced freelance).
- Criterion 2, institutional stakes: First major show, museum show. Higher investment justified.
- Criterion 3, ability to pay: Should not exceed 10-15% of total budget. Don't cut art budget to pay PR.
- Criterion 4, lack of network: If you already know 5-10 journalists, manage without an intermediary.
What a good publicist actually does
To justify $3-$8k: targeted strategy, adapted writing, personalized approach, rigorous 4-6 weeks follow-up, logistical coordination, reporting, established connections.
The 3 alternatives
1. Representing gallery (often includes PR at no extra cost). 2. Mentor or peer (trading favors). 3. Rigorous DIY (6-week method, 0 cost).
The 4 mistakes to avoid
- Mistake 1, paying without checking references. Ask for 3-5 previously covered shows.
- Mistake 2, contracting without clear deliverables. Specify: media count, follow-ups, reporting.
- Mistake 3, believing a publicist guarantees articles. They guarantee effort, not results.
- Mistake 4, hiring 3 days before opening. Too late. 6-8 weeks minimum.
FAQ
How many articles to expect from a senior PR?
2-5 articles in authority media for a well-executed 6-8 week campaign. Not guaranteed.
Commission on sales?
No, a fixed fee is standard. Be wary if a commission is proposed.
Share a publicist among artists?
Difficult in practice. Each artist requires personalized effort.