Press Kit; Where to Begin?

I have talked about having a press kit in the past, and how helpful they can be to getting publicity for your work and your business. But, I have not gone into detail about how to put one together. There more than one way to approach this, so feel free to apply your creative genius to the concept. I find by the time I get around to putting one together, I have do not have the creative time or energy to go beyond the basics. But don't let that hold you back!

The first step is to gather together copies of any publicity your work has received. This could be articles or announcements in your local paper, or features in national magazines. They all qualify. Sometimes a publication will provide you with a .pdf of an article, which is helpful for reprinting, or they may offer you additional copies of a magazine for a reduced cost.

If you do not yet have any articles about you or your work, don't worry. Your press kit will help that happen eventually, and we all start at zero. But, if you do, it shows that others have deemed what you are doing "newsworthy". When an editor sees that you have numerous articles, it can be a cue to look further.

Head off to Kinko's, Staples, or your nearest copy center, and make copies of the articles, or at least the first page of the articles. For some magazine articles, I have copied a two page spread onto a single page. Smaller articles might be able to be combined onto a single page.

If you happen to be at an office supply store, look around and see what you can find to hold your material for your press kit. You can get jazzy and have custom printed folders. Or you can use a standard, two pocket folder, and perhaps attach a postcard to the front for image. Get several, because you will be sending out more than one.

I put my press clippings, and press releases (future post), into the right hand pocket. I arrange them in chronological order, with the most recent in the front.

In the other pocket I add visuals. Postcard(s). A CD with several high resolution images. The CD should be packaged in such a way that it will not be easily damaged in handling.

Next, I include tear sheets or sell sheets. A sell sheet or tear sheet is a one page flyer that shows images of your work. I have one sheet per collection, or line. It is not necessary to have every style and every colorway of your work shown on the sell sheet. It is a way for someone to get a quick overview of your work. They can be used to announce a new line of work.

The sell sheet should have your logo, and it should have contact information. You can have dimensions of your work under each image. It is primarily focused on visual information. A collection of sell sheets with a separate price sheet can serve as a catalog for prospective wholesale accounts. By the way, I do not include a price sheet in with my press kit. But, you might include the wholesale and/or retail price range somewhere in your kit.

Next, you want to include your Artist Bio and Artist Statement. Recognize that you are not writing a bio or statement that you must live with for the rest of your career. We grow and evolve as artists, business people and human beings, and our Bio and Statement should change over time with us. I can't begin to tell you how many times I have re-written mine.

If you are not comfortable with writing it yourself, get some help. Find a friend who is a good writer, or hire someone. Look on Craig's List or DoMyStuff.com. Nothing is impossible.

I put those in behind the sell sheets on the left hand side.

Finally, I insert a business card into the space that is usually found on the left hand pocket. That is it. Nothing too extreme or too difficult. Yes, it takes time. But think of publicity as advertising you could not afford. On that basis, it is time well spent.

In a future post, I will write about press releases, and about where to send your press kit and/or press releases. But this should keep you busy in the meantime.

I Stole a Pair of Kathleen Dustin Earrings

Got your attention, huh? I didn't literally steal them of course. But it felt like it. Family Services of Greater Boston is the organization who puts on the Crafts at the Castle show each year. It is a fantastic show....gorgeous work by extremely talented artists. And like many non-profits who run craft shows, they look to the artists to donate items that they can auction off to generate more income for their organization. Kathleen Dustin donated a pair of earrings to their auction. And I won them in the auction for only $50. These are a pair of her new pod earrings that would normally retail for $150. A steal!

So here is the thing....what are the consequences of these auctions? Beyond some great bargains. Are they really a benefit to the artists or to the organization? If you go and look you will see plenty of beautiful work.....all going for substantial discounts to the retail value of the items. A gorgeous Natalie Blake vase, I wouldn't mind owning, went for under $300, versus a retail price of $425. A lovely necklace of sterling and polymer clay by Mary Filpek and Lou Ann Townsend did not even get a bid. A sublime scarf by Jeung-Hwa, knitted, felted and hand-dyed, went for less than half it's retail price in spite of a bidding war, which I watched from the sidelines, debating whether I should jump in. I could go on,.....a basket from JoAnne Russo, a museum quality piece. NO bids.

What is going on? For one thing, not enough people who might be interested in the work of the artists are aware of the auction, or participating in it. When you have a small pool of people engaged in an auction, prices will not be bid up enough to get to a price that reflects the true value of the work. Add the emergence of the online services that will enter a bid for someone at the last minute....which happened on two items I was watching in this auction,.... and you get less bidding overall. It drives the bargain.

And there is that bargain mentality that people approach an auction with. They want to get a deal. The deal that no one else could get. So they can brag about it over cocktails...or in their blog!

But it seems to me that it is doing a disservice to the artists and to the organizations. What if, instead of auctions, they raffled off the art work? It might increase the participation. A raffle could increase the pool of people who are willing to enter the competition. The show I am doing at the Fitchburg Art Museum this weekend is doing this. They asked each artist to donate an item with a value of approximately $25, and then they are raffling off the work.

Or, Craft Boston sells gift certificates. Each artist can donate a certificate worth $50, $100, or maybe $250 dollars. The show organizers (The Society of Arts and Crafts), then sells the certificates, and the buyers can redeem them with the artist. I had two people vying for the certificate I donated on the first night of the show. It does not diminish the value of the work, the organization gets a better value, and it has better tax implications for the artist.

When we donate a piece of art, we are only allowed to deduct the value of the materials. Our labor is worth nothing in the deduction. Insane. But if we donate a gift certificate, it is more like cash. We can deduct the value of the gift certificate.

But, here is the thing. How many of the people who are getting steals in these auctions can afford to make a substantial donation to the organization....as opposed to the artist being able to afford making a donation of their work?? The artists are already paying a fee for the booth space. Artists are more typically living at the economic edge. Should they be the ones who are making the greatest sacrifice to support these non-profits?

It is sometimes argued that the auctions are a way to generate publicity for your work. Exposure to people who could become collectors. If they truly are potential collectors, why do so many things go for so little money?? Aren't collectors usually people who appreciate the work of the artist? And, is this the kind of publicity we need for our work?

I used to always donate items when asked by organizations. I no longer will donate to an auction, unless it is an organization I would happily support otherwise. I will donate a small item for a raffle. I will donate a gift certificate. Or, if the booth fee is high, I may just pass. We can say no. It does not make us a bad person. Just because someone asks, we still need to evaluate if it makes sense for us and our situation. How much does it benefit the organization? How much does it benefit us? And what are the potential risks? This requires careful consideration, and there is no one answer that will fit every situation, or every person.

Cushion or Deficit?

Do you live with a cushion, or a deficit?


I am talking about time. Do you always give yourself a comfortable cushion of time to easily absorb the inevitable shocks, or are you forever running behind the clock?


I used to be one of those people who was always a bit early. I liked the ease that came with that. The space to transition gently from one activity to another. When I was a freshman in college we had "F" tests. Nearly every freshman had to take these tests, on the same day, at the same time,....... on a Friday morning, at 8 a.m. Masses of stressed out, sleep deprived freshman heading to take the test they crammed for all night. Talk about bad karma!


I learned to head out about 15 to 20 minutes early, as well as get to bed a bit early. I could walk to the test before the crowd, and just enjoy the morning. I was well rested. I had my pick of seats. I could give myself time to relax, and maybe even review a bit. Have everything I needed for the test out and ready.


It worked. And I continued into my adult life under the same plan.


But now,..... I find I am one of those people who is always running late. Or that I seldom have any slack built into the schedule to accommodate adjustments. Today my younger daughter missed the bus, for the second day in a row. Most days it is not a big deal. We can walk the dog together, and then I drive her to school, and she gets there in plenty of time. We get to spend a few extra minutes together. But today I had an early appointment with a local gallery. With traffic, I had to allow myself an hour. I had planned it out with no room for error. The error happened.


I debated cancelling the appointment, and rescheduling. I was trying to figure out every possible permutation of how I could cram everything in to the allotted time. It did not look doable.


I decided to persevere. I kept going ahead, as if I was going to be able to make it work, up until the point in time that I knew I had to be leaving. If I was not ready by then, I would call and reschedule. As I drilled holes in the last 6 cranes to make them into ornaments, I had my daughter open up boxes for the cranes, and put the inserts and fill into them. I could then just pop the cranes in the boxes, and close them up. Might as well make her do a bit of work in return for the ride to school! By the time we got to school, I was convinced that it would not work. I was going to have to reschedule. I came home and walked the dog. I got home and saw I was only ten minutes behind schedule....I could do this! I grabbed my work and headed out.

I left ten minutes later than planned, but was there right on time....in spite of traffic! I had created stress for myself agonizing over how this could possibly work. It did work, and we had a quick but productive meeting. She loved the new Shibori work, as well as the pods. She even commented on how the cranes were looking even better than before. I forgot a ziplock bag with some pendants, and the box with pins, but I had more than enough work for her to see. Rushing out the door, feeling anxious about the time, caused the oversight.

I could have more easily accommodated the change in plans, and had everything I needed for the appointment, if I had fully prepared the day before.

I had begun to do that the night before. But I pooped out before I finished the job completely. So I was left drilling and stringing up cranes at the last minute, and leaving some work behind.


Since that appointment, I have begun to clean out the studio. And I now have a calendar set up on the computer with appointments, and reminders. I need the breathing space that order can create. I can easily find myself exploring an idea when I need to be preparing for a gallery visit or a show. I will have to learn to tame in this instinct. Having the discipline to do the "work" first, and then spend time exploring. The new and improved Judy? I wouldn't go that far. But I am recognizing that the lack of a system has cost me time and energy. I can't keep doing what I was doing, with any degree of comfort. A change is in order. A change to more order.

Organization comes more easily to some than others. Having lived on both ends of the spectrum, I have to say, sometimes it can be situational. Many artists are digging out of the chaos in their studios this time of year. The focus was on getting the work done, and dealing with the mess later. In my case, later is here. Let the cleaning begin!

Internal Combustion

The internal combustion engine was a major technological breakthrough. No need to constantly feed the engine with an external source of energy, such as steam from a coal burner. Last night, when I got together with a group of friends, I saw a different version, but just as powerful source of internal combustion.

What motivates you and drives you? Where is your source of energy? Do you need to be constantly fueling up from external sources, or do you have an internal source?

When we look externally for love, affirmation, or direction, it can be a bumpy and difficult ride. It is like the engine with the timing off. Fits and starts. You may be riding along smoothly for awhile, but then, apparently out of nowhere, the car is hesitating, perhaps stalling. Or it may feel like driving around town with the gas gauge on E,....ready to dip below E,.... and not finding an open gas station anywhere. Panic. Anxiety. Frustration.

If the external sources of affirmation of our worth is what we are relying upon, we will be forever looking for others to refill us, make us feel good again, so that we can go out again feeling comfortable and confident. I used to live this way. I was forever looking externally for my cues. The external was always more important than the internal. It is exhausting. And completely unsatisfying. It makes for crappy relationships. And a constant need to be refilled.

Slowly, over time, almost without being aware of how it has changed my way of living, I have learned to look inside first. To figure out what I need, and to take care of my needs. Sounds pretty simple. And it is when we are taking care of the external needs. But, when you get used to looking outside all the time for your cues of what you should do, it is not easy to make that shift to understanding what you really need to make yourself happy. To look inside and see what your heart really wants and needs. And it is not easy to start to say "no" to those things that will only deplete you. If we are not filling our own needs first, we have nothing left to give to others when they need us.

This is what I found amazing about making that difficult transition. The more that I look inside for guidance and to satisfy my needs, far more comes from the outside than I could have dreamed possible. That old saying about how you have to love yourself before others can love you is true. It also applies to our work as artists. If we have to win competitions, get rave reviews for all we do, sell out at shows, etc, etc, etc.....there will never be enough to feed the demand. When we are feeding ourselves inside, and doing the work that comes from our heart, those external sources of admiration are easier to receive, but we won't need to own them. If we try to hold on too tightly to the praise, the notoriety, it will probably slip away, or become tarnished in our tight grip. We will become frozen in time. Afraid to move from that moment in the sun.

None of this is easy. But it is essential to living a rich and full life, as an artist, or otherwise. Our culture of externals is a big challenge to all of this. Face it, few of us will get rich as working artists. But we will have a full and rich life in so many other ways if we give ourselves the gift of doing the work we are meant to do. It is easier to find joy and satisfaction in doing work that gratifies your soul, than in being able to buy a bigger house, a bigger TV, a smaller cell phone, a newer car....whatever. Consuming to fill that void inside never works for long. We will always want more. But we can fill that void by creating beautiful work, and sharing it with the world. And we will do the planet a favor by consuming less of some of those other things anyway!

This season of joy has become a season of externals. The newspaper is full of sales fliers for the latest and greatest electronics, which will all be obsolete in a year. Perhaps by taking the pledge to Buy Handmade that is going around the Internet right now, we will be able to reconnect with our more essential needs. Better yet, make as many gifts as you can. Give a gift of your handwork. Connect with your gifts, and share them with others. Give a few gifts to those who never expect to receive one. It may mean a few less trips to the mall, a few less dollars spent, but a few more hours connecting with your soul and spirit. And it is a chance to play outside your usual sandbox! Play in a different media, experiment with a idea. Have fun, and spread it around a bit! The joy will find you in the process.