Talk about ink in one’s veins! This birth announcement, created by my dad, is prominently displayed in my baby book from 1948.
My mother, too, had a way of making things newsworthy just by naming them. When a neighbor in the Midwest shared a poultry recipe, my mom turned it into ‘Duck Indiana,’ a nod to our time in that state before moving back east. I was too young to understand how that recipe became a story in the women’s section of the Reporter Dispatch in the late 1950s.
But after it appeared in the local paper, my teacher who’d seen it, singled me out, and I felt famous: seen and known. I was bitten. Later, much later, when I sought out press and got it, I had to learn how to leverage it to benefit my business.
These early hits may be the reason that as a young woman I was unintimidated by the media, especially in my chosen field of egg decorating. In 1973 I called Enid Nemy, a writer for the NYTimes, and recommended that she send a photographer and reporter to my Stamford, CT Westhill High School classroom to see how we were applying the Ukrainian Easter egg craft in new and different ways. She did, and weeks later, this article appeared.
A reader of the Times piece taught art in Mineola and invited me as a guest artist offering a generous stipend. That began my understanding that earned media — publicity or exposure that one receives through non-paid means — can provide income. That happened passively. It took time for me to put the formula together: Press + Action-Taking = Income Opportunity.
Early on, I was under the mistaken belief that getting press was a cakewalk. Every time I turned around as an egg decorator, I was in the newspapers, magazines, on TV – mostly cable. I had only to exhibit at a craft show and a journalist or camera was there, I thought.
I didn’t recognize at the time, that making a career out of an ancient craft was newsworthy. Honestly, I just thought I was special.
In fact, I was so used to being sought after that I grew bored and had the false expectation that the interviewer owed me. At one point in my media history it showed. I hadn’t prepared, had my young daughter in tow, and practically yawned my way through the ‘ordeal.’ Oops!
The pinnacle of my days in the press came after my first book Decorating Eggs was published and I had an appearance on The Today Show – appropriately on Good Friday. At the time, that opportunity was considered the crown jewel of self-promotion. From that national exposure I learned the most important lesson of all – It’s not getting press that counts; it’s what you do with it.
After those 15 minutes of fame (8, actually) I created a class cataloging the step-by-step process of how I got that break. In addition to congratulations, the most common feedback after my Ann Curry segment was, “How did you get on the Today Show?”
Publicity doesn’t pay, but putting earned media to work for you can. That workshop filled, I gave it repeatedly, and I produced and sold a DVD of its contents.
When I let go of the art part of my business in the early 2000’s and began speaking professionally and coaching, I was successful getting gigs and clients, but other than one exciting cover shot and write-up in Westport Magazine, my press days were over.
Speakers and coaches are everywhere. I soon discovered that what one is doing is more newsworthy than who one is. Doing and being meet a fork in the road. Doing wins.
With the onset of the pandemic, I returned to making art. Once there again, I found that the media landscape had changed dramatically. No more press kits and handing out cards. Getting seen and in print relied more on social media than attending networking events which had all but evaporated.
I made the strategic decision to learn Instagram where visuals rule. Through connections I made using that platform, I became acquainted with the home décor industry – my audience of choice. These ties resulted in trips to High Point, a Design Influencers conference, and the Luxury Home Summit. Each yielded valuable press relationships that have gratefully continued.
Most recently I was featured in aspire magazine after participating as a Maker at a tradeshow in May.
When the writer contacted me she said that the questions could be answered by e-mail, or we could arrange a phone interview, whichever is easier. I know I’m at my best when I have an interested person hearing my story – live. I opted for the call.
We were on the line for nearly 45 minutes! After all these years, I now get that what I do is singular and makes a compelling story. I allow my enthusiasm its full range.
The Autumn issue came out a few weeks ago. It is now my job to reach out to my coveted Interior Designer list and send them each a copy. To be sure to get their attention, I’ve purchased these aubergine booklet envelopes, will hand address each one, and seal it with a large version of my logo.
Who doesn’t open that rare first class letter these days? I will enclose a personal note and a call to action – “Let’s talk about collaborating!”
I know that it is MY job to keep the relationship going and to not expect anyone else to take the lead. No one is getting discovered in their garrets these days.
The three major publicity lessons I’ve learned in my 50+ years as an artist are easily summarized and take a lifetime to do:
- It’s up to you to let people know what you’re doing.
- Be prepared with great photos, sound bites and enthusiasm.
- Use the press to continuously promote yourself by sharing it on a regular basis.
From ‘Duck Indiana’ fame as a kid to egg-decorating headlines and even The Today Show, I’ve had my share of ink. But here’s the truth – getting press is just the appetizer. The real reward (and profit) comes with what you do next.
P.S. It’s been 8 weeks since I fell in Penn Station, and I’m doing very well. I have 60-75% mobility in my left shoulder after diligently showing up for PT and my home exercise routine. Isn’t the body remarkable?!
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