Much has been written about the role of public relations in public and private companies. However, little has been written of the important part that an artist has to have a professional public relations professional that helps him in the development of the communication strategy and his positioning. The professional public relationist must be one of the most critical components within the team of an artist, since it is he who, with his strategic experience, directs the development of an artist’s communication plan and its implementation calendar.
We often see artists who have excellent musical production and a unique style. However, they do not have an expert in public relations to help them delineate the communication strategy and the positioning objectives that every artist requires in order to succeed in different scenarios.
One of the first functions that the professional public relations officer has is the development of the Integrated communication plan. It is in this plan that the objectives, public (targets) objects of the communication, key messages, strategies, tactics, evaluation methods and timetable of work are established, among other important aspects for the positioning of an artist.
PR task and strategies for artists
The public relations specialist is also the person who recommends the artist the strategy for the media: written press, radio, television, and the Internet. Besides, it develops the printed materials that are for the news, such as press releases, biographies, questions and answers (Q & A), brochures, text for web pages, social networks, etc.
It is the PR specialist who prepares the artist and his managers so that they can successfully face an interview with a journalist in any of the following scenarios: one-on-one interviews, press conference, telephone, radio, television, ambush, satellite, and group.
This communication professional also helps in the crisis management of an artist. Often, we can see in the media scandals of public figures and that the journalists of shows and entertainment discuss them. If an artist does not have the professional resources of a public relations agent during a crisis, his career may be affected in the entertainment world.
The public relations specialist -with experience- should anticipate possible crises that an artist might face. As well as he reads it. The anticipation of potential dilemmas that an artist could face would allow the previous development of communication plans tempered to possible crises. Otherwise, artists would have to start from scratch to handle any emergency that arises.
Another task that the public relations manager of an artist manages is to conceptualize positioning strategies with non-profit entities (philanthropy). Nowadays, it is very important that an artist feels identified with a noble cause since it would show his degree of social responsibility towards the people who support him. It is not about participating in the most significant number of events of non-profit organizations. It is about identifying that cause that goes in line with the image of the artist and demonstrates that their involvement will help fulfill the mission of the entity.
The artist needs a PR professional to help him identify those opportunities for positioning in different markets. For example: suppose that you have a new musical production and want that product to be known by the press and international radio stations. It is not just that some radio stations place the promotional disc on their programming. That’s fine. However, the entrance of an artist to a market demands a well-defined strategy, and efforts with the press accompany that. In this way, momentum is given to the artist in various forums; press, radio, and television. It is important to emphasize that we can not ignore the online media, which reach a large audience because of its immediacy and active participation that recognizes Internet users.
One of the aspects in which an updated professional public relations professional could participate is in the development of communication for the Internet and social networks.
The relationship with the manager and marketing team can help in the development of messages that should be sent over the Internet. Also, the public relations specialist analyzes if the pages and social networks created for the positioning of an artist go in line with the image that one wants to project publicly.
It suggests the way the artist interacts with his fans and monitors the comments made by the artist on the net. In addition, it should be able to help in Search Engine Optimization (SEO) strategies so that the presence of the artist in the first pages of the search engines (Google, Bing, and Yahoo) is the best.
Partnerships and allies
The professional public relations professional should also be seen as a valuable resource for the development of partnerships with producers of shows on an international level. It should be seen as the link between the artist-manager and the show producers.
Through a process of adequate communication, the professional public relations officer could touch the doors of various producers to present the artist’s musical work and promote dialogues that may result in possible hiring abroad.
But for this to happen, the artist must have been able to demonstrate publicly that he has the right positioning to be considered by an international producer of events.
As you see, professional public relations is a vital piece in the work team of an artist. Your participation will facilitate the strategic component for the optimal positioning of the artist. His absence from the work team of an artist could lead to improvisation in the process of positioning an artist.
How to promote an artist with public relations
Public relations agencies can contribute to the promotion of artistic work; some of them are:
- Offer the artist and his work or the art gallery a wider diffusion in mass media, both generalist and specialized.
- Get exhibition agreements with galleries (if you do not have them yet) and art fairs.
- Contact specific art journalists, critics, and prescribers of artistic trends.
- Creation, development, advice, and management of social media channels.
- Develop and cultivate direct relationships with collectors, curators, buyers and gallery owners, dealers and institutions with patronage policies.
- Coordinate and establish commercial alliances and sponsoring with brands.
- Event management, exhibitions, interviews, press conferences.
- Contact and management of relations with the media.
- Development of Ad Hoc creative strategies with related commercial brands, for events or product or service launches.