Traditional media is dead
Traditional media is dead. I’m always shocked by how many artists and arts organizations have the misconception that getting press coverage will reach more people than doubling down on their own platforms like social and email.
Yes, from a credibility standpoint, you want media coverage, of course — an external source validating what you do. But do you think an article in a regional city or local town actually reaches more new audiences, than say, creating short-form video content for Instagram and TikTok … building a community there and promoting your brand?
Of course there are exceptions to this, but I would argue, very few. In my professional work, I’ve run media campaigns that are national and international in scope. If we talk about ROI for an organization or artist to run a media campaign (whether they do it internally or outsource it), I don’t think the benefit is really there.
Namely, this is because traditional media is dead. There’s very limited arts coverage and it’s not wise to go spending your limited resources on something that is not guaranteed.
Most people in the arts are struggling to allocate resources in a way that is effective — both in terms of cost and results. I really encourage you to rethink how you distribute resources.
Your first priority should be social media and email marketing, not press campaigns.
If you don’t do the work of building your audience first, why do you think the press will pay attention to you?
The first step is actually building a loyal audience. Press coverage is just a leading indicator that you’ve actually done the work. Unlike what many artists think, press coverage doesn’t bypass building your own loyal audience. Build your audience first, then maybe the press will validate you later on.