Smart Arts - Creative New Zealand

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WHAT’SNEWVisit the What’s newsection of Creative NewZealand’s website(www.creativenz.govt.nz) forup-to-date stories aboutNew Zealand arts andartists.You can send yourrelease or story to its editor(ionam@creativenz.govt.nz),who will assess its newsvalue, edit the release andpost it on the site forapproximately two weeks.Below is an example of astory (the first twoparagraphs and the lastparagraph) posted on theWhat’s new section. It tellsthe reader the importantinformation about what,who, where and when, plusbooking details.Britain’s Sarah Dunant joinsAuckland Writers andReaders FestivalThe 2003 Auckland Writersand Readers Festival, runningfrom 15 – 18 May, isdelighted to announce theaddition of British novelist,broadcaster and critic SarahDunant to its line-up ofinternational writers.To be held at the HyattRegency, the festival hasmore than 45 eventsfeaturing 16 internationalauthors and more than 80New Zealand participants …Bookings are throughTicketek. For the mostupdated information, checkthe festival website atwww.writersfestival.co.nz.Smart arts | Toi huatau52• identify the various media angles and the most appropriate journalist to receive yourrelease: e.g. the arts editor, the chief reporter, the fashion editor, the business reporter• setting out a timeline and a list of the media outlets you intend to approach and when.Magazines, for example, have a three-month to six-week lead time. Newspapers should becontacted at least two to three weeks in advance for a feature although they can turn a newsstory around in a day. Television and radio deadlines vary. A daily or weekly arts newsprogramme will work two or three weeks ahead when planning content, but may be able torespond to breaking stories as little as a day ahead. Documentary arts series work manymonths in advance so it is advisable to contact the appropriate television productioncompanies to establish deadlines as soon as you know what events you’ll be promoting. 5 The media releaseWriting the releaseA bookseller waits forthe crowds to arriveafter a session at the2003 AucklandWriters and ReadersFestival Gil HanlyIt’s important to write an effective media release to encourage journalists to cover yourshow. A company brainstorming session may spark valuable ideas.A media release should work like a newspaper story: i.e. as you go down the page fewerpeople will read it. Ensure the headline catches attention, the first paragraph contains allthe vital information, and only then go into more detail. A second page may includebiographies of those involved.The length of your release also depends on where you are sending it: 1–2 pages for anews reporter; 1-3 pages for a feature journalist, depending on the complexity andnumber of angles; a couple of paragraphs for the website; 2-3 sentences for a what’s onguide; and one sentence for reading as a sound bite on radio.
The title graphic isdistinctive, informativeand part of thebranding for the show.Sponsor’s logoas per contractHead it up “Media release”– not “Press release”,which relates only to printmediaPut the date at the top andwrite “For immediaterelease” or “Embargoeduntil (date)” if you don’twant them to act on it untila certain date.Direct the release to theArts Editor/Reporter or aresearcher or producer. Usethe person’s name if youknow it. If you’re going fora general news story directit to the Chief Reporter.The tag lineThe information at thebeginning includes what,who, where and when.The media5Apt quotes from keypeople get your messageacross, add authenticityand colour.Booking details and yourcontact details are laidout clearly.Smart arts | Toi huatau53
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Smart arts: Marketing the arts inNe
Page 3 and 4: Viewers engage withtext and photogr
Page 5 and 6: ForewordThe purpose of marketing is
Page 7 and 8: IntroductionThere must be as many m
Page 9 and 10: Your marketing strategyidentify 7 P
Page 11 and 12: 1Planning amarketing strategyThis c
Page 13 and 14: It’s important to make sure your
Page 15 and 16: ROUNDFIGURESOffering ticket prices
Page 17 and 18: SWOT analysisRESPECT 2003at The Dow
Page 19 and 20: Promoting theevent2How do you promo
Page 21 and 22: • travel and couriers• thank-yo
Page 23 and 24: Week 1 (production week)• schedul
Page 25 and 26: 3 Makingthe saleThe overriding aim
Page 27 and 28: A B C D EThe ultimate aim of promot
Page 29 and 30: 4Communicatingyour messageThis chap
Page 31 and 32: RETURNTHEFAVOUROnce you have somesp
Page 33 and 34: THE EYESHAVE ITFaces and eyes have
Page 35 and 36: Using graphic imagesIllustrations o
Page 37 and 38: MÄORIAUDIENCESKnowing your target
Page 39 and 40: Printed material:from research to d
Page 41 and 42: Effective advertising ofthe Aucklan
Page 43 and 44: Can’t stop hip hop …an image th
Page 45 and 46: A MATTER OFCONFIDENCEIn the end, it
Page 47 and 48: THE VIRTUESOF E-MAILKiosk is a perm
Page 49 and 50: MAKEITEASYWith direct mail, make it
Page 51 and 52: • Ask if this is a convenient mom
Page 53: 5The mediaThis chapter discusses pu
Page 57 and 58: • hand delivery - for a novelty i
Page 59 and 60: CROSSINGBORDERS“I wanted to targe
Page 61 and 62: • Find out if the programme is pr
Page 63 and 64: When supplying your own photo, labe
Page 65 and 66: 6Marketing onthe webThis chapter ha
Page 67 and 68: HIGHQUALITYFor a website to make ap
Page 69 and 70: THREETIPS1. Many of the onlinepubli
Page 71 and 72: 7Good businesspracticeThis chapter
Page 73 and 74: Keep a written record• Keep a jou
Page 75 and 76: 8AppendixUseful readingGuide to Art
Page 77 and 78: Australian marketThe Australia Coun
Page 80: “Inspire the public with your pas
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