A short, practical PR plan for creative makers
Whether you’re a designer, photographer, musician, writer or illustrator — this plan helps you professionally present your work to media, audiences and potential clients.
Step 1 — Positioning (1 sentence)
Start with clarity. Answer three questions:
• What do you make?
• For whom?
• Why is it special?
Example: “I create sustainable illustrations that make complex social themes accessible.”
Step 2 — Choose your moment
Good PR has a reason:
• new collection or project
• exhibition or launch
• award or collaboration
• social hook (current events)
Step 3 — Build your press list
Create a small, targeted list of 10-30 contacts:
• niche blogs
• local media
• trade media
• relevant Instagram/TikTok creators
• newsletters in your sector
Quality over quantity. Better 4-5 excellent names than 55 mediocre ones.
Step 4 — Publication mix
Use 3 channels simultaneously:
• Press release for media
• Social post for your audience
• Direct mail/DM for relevant professionals
Step 5 — Follow-up
After 3-5 days: a short, friendly reminder. No long explanation — 2 sentences is enough.
Example press release
PRESS RELEASE
[Name] launches [project/title] — a new perspective on [subject]
[City], [date] — [Name] presents [project], a new work that [brief description]. The project explores [theme] and aims to [impact/goal].
According to [Name]: “A short quote that personally and clearly explains why this project exists.”
The work will be available from [date] via [location/website/platform].
Tip: Keep the press release at ±250 words. Journalists want to scan quickly.
Golden PR tips
1. Think in stories, not promotion
Media want a story, not advertising. What makes this relevant to others?
2. Strong visuals = 50% of your success
High resolution, horizontal and vertical, clear credits.
3. A clear message
If someone remembers only one sentence, which should it be? Force yourself to choose!
4. Make it easy
Clear links, no large attachments, press kit in Google Drive or Dropbox.
5. Consistent online presence
When someone Googles you or checks your Instagram, it should immediately feel professional.
6. Small media first
Local or niche platforms say yes faster. Big media sometimes follow after.
7. Build relationships, not one-time attention
Respond, thank, share articles you’re featured in.