How to communicate contemporary art (and other things we love)
PR in the creative and cultural fields – workshop with Ana Berlin
Centre for Creativity, project office in Maribor, Partizanska 11
Friday, 31 May 2019, 10:30 - 16:00
mentor: Ana Berlin, a b c works, Vienna

We live in ever-changing times of global competition, a fundamentally changed media landscape and continually reinventing communication channels. Public relations are more than ever before a measure of building confidence, a chance to show authenticity and an opportunity to reach audiences in a specific and precise manner. Ana Berlin founded her public relations agency a b c (Ana Berlin Communications) in 2011 and specialises in projects in the fields of architecture, design and art. Among recent and current projects are the Golden Lion winning German Pavilion at La Biennale di Venezia 2017, the Austrian Pavilion at La Biennale di Venezia 2019, the Austrian Contribution at London Design Biennial 2018, architects like Graft Architects, Sauerbruch Hutton and AllesWirdGut Architects, events such as Vienna Design Week, and art players like the Maria Lassnig Foundation.

The workshop will provide an insight into the current available communication channels, both online and offline, and present public relations principles in a condensed form – developing a story and preparation for media, timing, building a media distributor, images and brand building – as a basis for mediation between the media and the public in order to reach a desired audience. The workshop will be held in English language.

Ana Berlin
(b. 1976 in Linz) studied theatre, film and media and political science at the University of Vienna and Université Paris Nanterre. She began her professional career with stints at Burgtheater, kunstbuero, Galerie Hubert Winter and MAK Museum of Applied Arts, before taking on a teaching position the Sorbonne for six years. She later founded the public relations agency a b c (Ana Berlin Communications) in Vienna in order to fill, as she sees it, a need in the city. Nowadays Ana Berlin and her team work for clients the fields of the creative industries, architecture, art, design and film in Austria and abroad.

10:30 – 11:00
∙ registration + coffee and snacks
11:00 – 11:30
∙ introduction between participants and a b c (Ana Berlin Communications)
11:30 – 13:00
∙ 3 case studies of PR in action in the field of culture
13:00 – 13:30
∙ lunch break
13:30 – 15:30
∙ PR 101 and examples in steps
my story + my audience
> press release, addresses, which media
stay on message + picture this
> what’s news, choose the right image
timing + quantity
> creating a timeline, rhythm of media cycles
press events
> press conferences, press trips, tours, special occasions
evaluation of media reports
> who needs this

> budget, social media, printed matters
15:30 – 16:00
∙ conclusion + bubbles

There is no participation fee. The workshop is aimed at those already working in PR in the creative and cultural fields and at those who wish to develop new such skills (students of public relations and media communications, professionals working in other PR fields). 20 participants will be selected from among received applications. The applicants must send a paragraph about themselves, about their work experiences and about what they expect to gain from the workshop in no more than 500 words to the email address by 30 April 2019.

The workshop is part of the Art for Sale project, created in partnership between UGM | Maribor Art Gallery and Centre for Creativity, and supported by the European Regional Development Fund.