How #JournoRequests Helped Me Build a Media Presence as an Artist

A String of Pearls That Changed Everything

Claire-Louise Price stood up and looked around the room in silence for a moment, just long enough to make sure she had captured our attention and everyone was looking at her.

'It is the quality of PR work that is important to consider when appointing a PR expert, not the quantity. The question to ask is not "how long is a piece of string?" but "what is it made of?"' 

At that point she produced an elegant string of expensive looking pearls and held it up for the women around the table to gasp in delight. I knew there and then that I would hire her to be my PR agent.

As I would l soon discover, PR was really expensive.

But worth every penny. Within weeks of Claire's PR magic, I had sold three oil paintings after my first feature in a popular local magazine. THREE! 

That's more than I'd sold in the previous six months of desperately posting my work on Instagram with hashtags like #art #artist and #buyMyStuffPlease.

The PR Education I Didn’t Have (But Desperately Needed)

Over time, Claire became more than my PR — she became a friend and luckily for me, she also has a soft spot for art and became one of my collectors. This meant that she was genuinely invested in my artwork and the way she wrote about my paintings made people (and journalists) excited about them. 

I watched her work, fascinated by how she could turn my rambling explanations (Yes, I get it that the light is very interesting… But what’s the story, Paola? She asked) into compelling press releases and painting descriptions that were actually relatable.

When Claire announced her retirement from PR after buying a pink cottage on a whim during a weekend trip (true story, I even painted her cottage), I wondered, could I, perhaps,.. do at least 10% of this myself, you know, while she writes poetry and travels the world.

Enter the PR World of #JournoRequests

Back in 2008 journalist Sarah Ewing created the #journorequest hashtag on Twitter (now X, though I still can't bring myself to call it that). This simple tag became my secret weapon.

For the uninitiated, journalists use this hashtag when they need sources for stories they're working on. It's like a direct line to journalists that are desperately seeking exactly what you might offer. 

How to Make #JournoRequests Work for You (Without Looking Desperate)

1. Set up alerts and check regularly

I searched for "#journorequest art" and "#journorequest artist" a few times a week, whenever I remembered to. Every once in a while I'd find gems that would make me think, ‘hey, this one is for me’. You have to get a bit lucky and if you’re serious you need to make sure you check it often. And nowadays there’s more than just Twitter to check… you’ve got HARO, Blue Sky, Featured and more. This headache can quickly turn your good natured PR ambitions into a massive time suck.

Luckily, Press Ranger launched Pitch Requests and now what was once a massive chore is now extremely easy. It aggregates pitch requests from Twitter, HARO, HERO, Featured and more and lets us set up notifications and saved searches for all of your requests without having to jump from site to site or use a separate spreadsheet. This saves so much time! Instead of spending hours searching for opportunities, you can focus on what really matters—your business!

2. Respond quickly but thoughtfully

One Tuesday morning, I spotted a request from an art journalist seeking artists who can talk about storage in their studio spaces. I fired back a response within 10 minutes. That quick response landed me a comment in a magazine.

3. Don't oversell

My first attempts were embarrassingly eager: "I AM THE PERFECT ARTIST FOR YOUR PIECE!" Claire would have been mortified. I’ve recently started working with another PR, Sally Brockway, who teaches people who want to do their own PR how to approach and pitch to journalists. I learned from Sally how to be concise and relevant all on my own. To be entirely honest, she’s incredibly generous and also loves art, so she will, on occasion, provide me with the odd headline idea and pitch wording free of charge, as well. Though, now there’s AI, you could also just generate the bulk of it. Even PRs use AI to write press releases now, says Sally, they just edit it appropriately so it doesn’t sound like AI. Hmm, can we train Sally the AI PR agent, I wonder… 

4. Follow up (but don't stalk)

If a journalist shows interest, respond promptly. If they ghost you (which happens often), one gentle follow-up is fine. After that, let it go. The journalist who ignored your email about abstract expressionism might be the same one seeking artists for a major feature next month.

Pitch Request Results: Digital PR is Better Than I Could Have Imagined

Using #journorequest consistently can result in: 

• Features in national publications, radio programmes and even TV 
• And Sales!
• And an SEO boost for your website…

Arguably, Digital PR might be one of the best ways to build authority for your website and business today.

All without spending a penny on formal PR and SEO link building services. All you need is a Press Ranger account and a few minutes every day. 

The Benefits of PR Over Other Marketing Strategies

Now you might be wondering why I’m so keen on PR compared to other marketing strategies like social media. Well, let me break it down for you:

1. Credibility: When your work is featured in reputable publications or platforms, it adds an air of legitimacy that social media posts simply can’t replicate. People trust what they read in the press more than what they see on Instagram.

2. Targeted Reach: PR allows you to reach specific audiences who are genuinely interested in you and your business rather than just random followers who may or may not engage with your content.

3. Long-lasting Impact: A well-placed article or feature can continue to attract attention long after it’s published—unlike social media posts that vanish into the ether within hours.

4. Networking Opportunities: Engaging with journalists opens doors to new connections within the industry that can lead to collaborations or exhibitions.

5. Storytelling: PR is all about crafting compelling narratives —something that resonates deeply with audiences and makes them want to learn more about you. 

Though I am managing without Claire's professional PR services, her voice is in my head every time I draft a pitch: 

"Paola, no art speak. Journalists don’t care about ‘the liminal space between consciousness and dream in your paintings’. Tell them your story!"

Your Turn: From Obscurity to "Oh, I've Heard of You!"

Start small, be consistent, and remember Claire's wisdom: "It's not about how many press mentions you get, but the quality of each one."

One thoughtful feature or press release in the right publication is worth more than dozens of meaningless mentions.

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About the author

Paola Minekov is a contemporary artist known for her vibrant paintings that explore identity and transformation. Combining classical techniques with cutting edge technology, her artwork resonates with collectors, art enthusiasts, and interior designers seeking unique pieces that bring a sense of depth and emotion to their spaces. Find her portfolio at https://paola.art