Etsy's Handmade Blog
DIY PR: Local Press
Story by tiffany33
Published on October 2, 2007 in How-To 		Photo by ElleP

You know when you are at your local coffee shop and there's the ubiquitous neighborhood paper lying there on the table? Rule #1 Local press rules! And I don't just mean the major papers and tv shows in your city, I am also talking about the neighborhood rags, and public access tv. All local press is a great way to get the word out there about your designs.

There are many ways "to get your work out there," and sometimes it means being just as creative in promoting yourself as you are in your work. There are always good opportunities to get to know your local media, including small neighborhood papers and weekly magazines.
 
Sending a reporter at your local media outlets a gift of some of your work or samples is always a great way to introduce yourself, especially when it's a timely story, say around Halloween or the upcoming holidays. You never know, they might be doing a story on local artists and designers and your name will now be in their rolodex!

Here are a couple questions you always should ask yourself:

How is my work special in a way that people would want to promote it?

What are some different ways the media could profile my work?

We know your work is special but let the world know it is as well!

So do some homework: stay on top of who writes about art/ crafts/ local art in your area and send them a package or drop them an e-mail. Also, reporters love it when you mention that you have read their work — that's a nice touch!

tiffany33 works for Etsy as a publicist. She is based in San Francisco, CA.

Tags DIY PR, How-To, HOW-TO, press, promoting, publicity, Seller Handbook, selling
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25 comments     Login to add your own!

Oct. 3, 2007 at 8:18 p.m. JaredKS

Good ideas. Giving this some thought... :)

Oct. 12, 2007 at 5:49 p.m. pinkswizzlestick

Some more ideas:

Features is your best bet. Is your craft very unusual? Do you take inspiration from the local area?

Would the office like to borrow some art? At work we have pictures from local artists for sale in the office for a month...it brightens up reception, people who pop in see it and they get a write up when we change it.

Get involved with local events. Enter craft shows or have a stall at a craft fair...then be photogenic and quotable (I'd be glad for someone who doesn't sum up a day as great and that everyone enjoyed themselves).

Charity is always a plus (I know, but local papers hate giving free press to businesses...we'd rather you paid for it). So sponsered knitathon?

The last resort, pay for advertising - local newspapers may be out of your league but smaller local information magazines covering small areas may be more affordable.

July 28, 2008 at 9:03 a.m. lorisstylinghairstuf

Going to give this some thought and see how the local papers around here work :D

Aug. 13, 2008 at 10:17 a.m. CrotchStitch

I've already contacted my local paper but they've not responded. I shall have to think of something that I can produce that will pique their interest.

Aug. 15, 2008 at 2:04 p.m. 1920

Wonderful idea! How come I never thought about it? A lot to learn.

Sept. 30, 2008 at 4:06 p.m. truepeacenik

oh, may I chime in as a small paper reporter?

Assume we are overworked.
Assume we really do want to find cool stories, but:
Are you pitching the right person?
Look at the paper. Who covers arty things, and who covers business. How about general features? If you are lucky,
that'll be one, two people, tops.
Use the reporter's name, spelled correctly. An inquiry email is best in busy papers. If you want to get samples there, do it in person. We are people. Most days we like other people.

Are you part of a trend in art/craft, business,
or even S/W AHMs who make some $$ on the side?

Are you different, like a guy who knits, a woman who sculpts
from car parts, a kid in the business like ChildLabor?

Don't ask the reporter to see an opportunity, present options.

Don't try to control a photo shoot. I've gotten so aggrivated
with a bossy subject that I've packed up and gone home and tossed the story.
And never, ever assume the reporter owes you a story because you sent something. We have a Leaning Tower of Unwanted Books here.

Dec. 4, 2008 at 9:29 a.m. CtheSpark

Great ideas!! I have some contacts with the local paper through my "day job" and am just worried that they will get annoyed with constant requests for free press coverage..... Any thoughts from the reporters?

Dec. 15, 2008 at 8:26 p.m. MommasMonkeys

This is starting the wheels turning in my head. Guess it's time to put my newspaper reporter sister to work! DUH!!!! :)

June 5, 2009 at 12:54 a.m. nikkidesigns

you can register for free at www.helpareporter.com - and receive emails about articles reporters want. I just registered today!

June 28, 2009 at 12:57 p.m. StoneDesignsbySheila

Thanks for the great tips. We have a small town newspaper. I think it's only about $6.00 to run an ad in the classifieds, but do most people really read those? What about letting people know about your Etsy store on Craigs list?

Aug. 2, 2009 at 2:39 p.m. maggie16

Thanks ao much for this article!

Sept. 13, 2009 at 5:49 p.m. PinkNounou

Good ideas!!

Sept. 22, 2009 at 10:42 p.m. tracyspain

Thank you for a great article. Now convinced to get myself out there.
We have an awesome weekly paper that covers all the local "cool" stuff. I was thinking about paying for an add but now I know what to do first. Thank you
pinkswizzlestick & truepeacenik- Thanks for the advice!

Oct. 20, 2009 at 4 p.m. Edelind

Good thoughts...Thanks!

Oct. 20, 2009 at 4:42 p.m. Ildved

Ok I'm going to give all these ideas a shot! Great advice!

Oct. 20, 2009 at 5:07 p.m. FashionTouch

Great advice. Thank you so much.

Unique and Affordable accessories at http://fashiontouch.etsy.com
Useful Tips, Showcases, Reviews and many more at http://fashiontouchme.blogspot.com

Oct. 20, 2009 at 5:30 p.m. PierogiPicnic

Very helpful....love all of the tips. Keep them coming!!!!

Oct. 20, 2009 at 6:34 p.m. zueeuz

Thanks for the article info and thanks - truepeacenik - for your pointers!

Oct. 20, 2009 at 6:56 p.m. Handworks3

great info. will give some ideas a try. thanks

Oct. 20, 2009 at 10:56 p.m. mademoisellemermaid

I've really been wanting to get together with other etsy artists in my area and collaborate on a press release for our local newspapers. A little piece about "Handmade in Marina del Rey", featuring our art, just in time for the gift giving season...with emphasis on boosting your local economy:)...I'll have to get going on that idea!!

Oct. 21, 2009 at 3:47 p.m. BLISSFULsew

Great suggestions, thank you

What about if you live in a really big city? The newspaper is overwhelmingly huge

Shop Handmade! Original mommy-must-have items for baby and home. www.blissfulsew.com

Oct. 22, 2009 at 9:33 p.m. dragonfly1

Great tips...I just thought that local churches put out bullitins and they sell space...hmmmmm

Oct. 23, 2009 at 6:47 a.m. MetroGypsy

Great ideas!

Oct. 23, 2009 at 10:42 p.m. Lotusgill

Thank you. I agree with dragonfly1 local churches and local art shows.

Nov. 4, 2009 at 4:15 a.m. SepiaSmiles

Didn't think about this one! Great advise
Rosey :)

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