Tag Archives: media

Crafting a media narrative for a contemporary artist

Image result for tim youd venice

The Cristin Tierney Gallery, a contemporary art gallery in New York City’s Chelsea neighborhood, sought to increase awareness of an artist named Tim Youd. The Gallery wanted to announce that it was now representing the artist and to promote Tim’s work, specifically pertaining to his major performative series titled 100 Novels, in the United States and abroad.

To support these goals, my team developed a comprehensive, long-lead media strategy leveraging distinct themes and characteristics in Tim’s work in order to secure international, national, local and art and literature trade coverage on the performances scheduled for the spring and summer of 2017, culminating with his debut solo exhibition in New York City.

We began our partnership by conducting extensive research to understand the full scope of Tim Youd’s artistry. We learned about how Tim is currently retyping 100 novels on the same make and model typewriter the author used in a location significant to the novel on just two sheets of paper run through the typewriter repeatedly. I read one of the novels, Patricia Highsmith’s Those Who Walk Away, to familiarize myself with the subject matter and find inflection points for story ideas.

We developed a core set of key messages that would be incorporated throughout the material related to Tim Youd and 100 Novels. We worked in tandem with the Gallery to develop press releases announcing Tim as the newest addition to the Cristin Tierney Gallery roster of artists and highlighting a variety of performances throughout the season including in Venice, Italy and New York City. We then developed pitches that highlighted the cultural significance of Tim’s performances and conducted extensive outreach to a comprehensive list of priority media targets.

We secured coverage in Artforum, Artnet News, The Art Newspaper, Hyperallergic, Whitewall, Artdaily and Interview Magazine as well as Italian publications, Artribune, La Lettura, and La Repubblica, among others, reaching nearly 8 million readers. In addition to the coverage, we garnered interest and cultivated relationships with a number of arts reporters who will continue to follow Tim’s career and the Gallery’s program.

Prior to this media campaign, Tim was mostly known locally in Los Angeles, but now he has reached new audiences from around the world with coverage in a variety of publications, expanding his presence across borders and elevating his profile within the United States and the art world. With proper, strategic planning, aggressive outreach, and constant communication with the client, my team was able to exceed Cristin Tierney Gallery’s ambitious goals.

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Finding a diamond in the rough

David Friend Hall Opening

How my team at Greenough helped shape and tell the story of the Yale Peabody Museum of Natural History’s 150th anniversary

On the occasion of its 150th anniversary, the Yale Peabody Museum of Natural History sought to do two things: 1) To change the perception that natural history museums have remained unchanged and stuck in the past since their founding; and 2) To present itself as the preeminent museum for gems and minerals with the opening of a new, state-of-the-art gem and mineral gallery, David Friend Hall.

Greenough saw this as a perfect opportunity to increase institutional awareness and reposition the organization as an innovative, forward-thinking natural history museum. We developed a long-lead, national media strategy to enhance the institution’s reputation, increase visibility, and reframe the Museum to shift public perception.

To do this, we conducted in-depth research in the natural history museum field and held input meetings with Peabody leadership to gain a better understanding of their vision and goals. We then developed a comprehensive media strategy founded on proactive, long-lead outreach to priority media to meet the Peabody’s objectives.

We began executing this strategy by crafting a core set of key messages that conveyed the Peabody’s vision for the sesquicentennial and beyond, and the importance of David Friend Hall to the Peabody, the natural history museum and science community, and the greater public. We then created an inventory of possible story angles to reach the broadest audiences across varying outlets such as science, mineral and gem, art, museum, philanthropy and lifestyle trades as well as national and local cultural coverage.

DSC_0451Once those initial pieces were in place, Greenough conducted a national media campaign, securing more than 75 pieces of coverage spanning national top tier daily news outlets, local Connecticut publications, science and mineral trades, and philanthropy and cultural trade publications. The Wall Street Journal published a stunning review of the institution, USA Today named David Friend Hall one of the “12 best U.S. museum exhibits to see this fall,Rock & Gem featured David Friend Hall as the cover story of the October issue, and Connecticut Magazine developed a 2,000-word, 9-page spread, feature article. Our resulting coverage had the potential to reach a print circulation of more than 2.1 million readers, and our online coverage had the potential to garner a total of nearly 153 million monthly unique impressions.

So we were able to increase institutional awareness and raise visibility, but did we shift perceptions and highlight the Peabody’s stellar collection? The answer is yes. In each piece of coverage, each author makes a note of the institution’s innovations and underscores its relevancy now more than ever.

For example, Wall Street Journal critic at large, Ed Rothstein wrote,

“The museum is remarkably free of commercial clamor and condescension, and free too of the political posturing that can make it feel as if curators were wagging fingers through display cases. The Peabody re-establishes the natural history museum as the domain of impassioned collectors and teachers.”

As a result of this strategic public relations campaign, the Peabody has seen a steady and consistent increase in the number of visitors to the Museum. During the opening month, attendance increased 45% from the previous October, and November and December continued with a 17% and 10% increase, respectively.

We are pleased to see our efforts directly impact attendance numbers and shape the public’s perception of the Peabody. And, as an added bonus, Greenough was awarded honorable mention for the 2017 PR News Nonprofit PR Awards.

So, just as a diamond needs to be polished to find its inherent brilliance, so too, do institutions need to revamp their messaging and have a strong, strategic PR program to ensure they stand out and shine.

This article first appeared on the Greenough blog on March 22, 2017. 

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The Evolving Print Edition: How consumer habits are impacting major publications

screenshot-of-wsj-coverageReviews of my clients, the Yale Peabody Museum of Natural History and the Museum of World War II, appeared side-by-side in the Wall Street Journal in December 2016. 

To conform to shifting reader habits and the quickening news cycle, the New York Times and Wall Street Journal have both recently reorganized their publishing formats—most notably impacting the arts sections—and the Boston Globe is undergoing an audit of its editorial department.

The New York Times cut its local tri-state culture coverage in August and redesigned its arts section in December, concentrating on consumer-focused pieces such as “Show Us Your Wall” and cutting the weekly column, “Inside Art,” which had served as a “must-read” for everyone in the art market.

The Wall Street Journal launched a new print format with fewer sections in November. The publication introduced a new “Business & Finance” section which combined “Business & Tech” and “Money & Investing” and a new “Life & Arts” section which combined “Personal Journal” and “Arena.” Like the Times, the Journal also reduced its regional “Greater New York” coverage.

The Boston Globe is rethinking how the editorial department should function with today’s shortened news cycle. Rather than adhering to the deadlines demanded by the print schedule, the Globe will publish stories online throughout the day and night. To meet this end, they are creating an “Express Desk” to post breaking news and jump on trending stories.

The overarching result of these changes is reduced print coverage.

With limited space to work with, editors must decide which stories are selected for print. And not all make the cut. For example, although a recent review of the Museum of World War II’s anti-Semitism exhibition was featured in full in the Wall Street Journal’s print edition, a WSJ article on recreational marijuana in the workplace featuring Mirick O’Connell was shortened for print. In some cases, a story slated for publication gets bumped for a breaking news story, which was the case with a WSJ review of the Yale Peabody Museum when a Christie’s executive announced he was stepping down the same day. Or it may be delegated as an online only story, such as the WSJ review of the Museum of World War II’s exhibition on Pearl Harbor, which was never slated for the print edition in the first place.

In the digital age, where social media reigns, the idea that a story may only be published online is not necessarily a negative. It simply reflects our shifting news consumption habits.

With online stories, we can share content with a broader audience and bolster the reach of the coverage. As we have seen with the rise of Buzzfeed, the ability to share and “like” has a tangible, measurable and significant impact on the reach of digital media coverage.

Additionally, we are also in a golden age of video and audio reports shared through digital platforms.  Boston’s own NPR station, WBUR, continues to see strong support from its listeners and donors to expand its offerings and to report through new digital platforms. This year alone, WBUR launched a new website and mobile app which focus on the user experience of listening. It also launched the new education vertical, Edify, and received a $3 million grant from the Barr Foundation to bolster its arts and culture reporting, The ARTery. This is just one example of the kind of shift and dispersion occurring in the media landscape.

As we continue to witness the evolution of media, it’s important to understand the new limitations in print coverage, to manage the expectations of our clients and to be prepared to capitalize on the next trend in media.

This article first appeared on the Greenough blog on January 17, 2017. 

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