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Talking Shop with Ellie Hayworth\u00a0<\/em>will explore the fundamentals and insights into the world of art PR + communications.\u00a0To kick it off, we sat down with Ellie to learn more about her background, how she got into art PR, and what we can expect to see from her column.<\/p>\n <\/p>\n Art Zealous: Professional background?<\/strong><\/p>\n Ellie Hayworth:<\/strong> I consider myself quite fortunate to have worked at a variety of arts and culture institutions. In high school, in Miami, I participated in a summer intensive at the bilingual advertising and marketing agency, Zubi where we developed creative multimedia campaigns that amplified their clients\u2019 brand and were encouraged to always push the envelope. My next opportunity led to a very different experience\u2014an internship with the Director\u2019s Office at the Country Music Hall of Fame and Museum while pursuing my degree in Communication Studies and Art History at Vanderbilt University<\/a>. There I had my first taste of media relations by supporting radio and broadcast spots for talent such as Carrie Underwood and Reba McEntire. I was hooked.<\/p>\n <\/p>\n Post-graduation, a move to New York City thrust me back into the heart of art and culture\u2014I held an editorial internship at Vogue<\/a> followed by roles with Lehmann Maupin <\/a>and Marianne Boesky<\/a>.\u00a0 <\/em>I was inspired to further hone my expertise with a Master of Arts in Art Business with Sotheby\u2019s Institute of Art here in the city.\u00a0 For me, this was a most formative experience, as I quickly became empowered to speak articulately, knowledgeably, and confidently about the mechanics of the art market. Through the program, I became acquainted with the new peer to peer digital secondary market platform, ArtList, where I ultimately would contribute to marketing, PR, and sales while simultaneously driving their social media presence. I then moved on to Account Executive roles with art PR and communications agencies Third Eye<\/a> and Resnicow and Associates<\/a> before following my heart and launching my independent venture with Hayworth.<\/p>\n <\/p>\n AZ: What was the driver for launching Hayworth<\/a>?<\/strong><\/p>\n EH:<\/strong> It\u2019s no secret that I\u2019ve always had the entrepreneurial itch, and I\u2019ve been fortunate to have had incredible mentors throughout my career. \u00a0Working collaboratively with many types of clients in identifying needs and defining success, I realized that my results-oriented, highly-personalized approach to PR + communications could make a real difference for these organizations. It became apparent to me that there existed a strategic niche\u2014an industry need\u2014with so many of these exciting galleries, arts platforms, and institutions. I was confident that my experience, approach and grit would contribute to our joint success.<\/p>\n <\/p>\n AZ: What is the scariest part about being a business owner? Most exciting part?<\/strong><\/p>\n EH:<\/strong> Interestingly for me, diving head-first into this rather exciting venture has proven far less daunting than my acknowledgment of the responsibility I have towards my client and team partners. I owe it to my client partners to help them grow and achieve their financial and industry goals. I owe it to my team partners to facilitate exposure to all of the learning opportunities I have been afforded in my career.\u00a0 For me, it is also about providing a forum for new and diverse ideas and this goal is achieved by being good community partners. The most exciting part of my undertaking is partnering with talented professionals and thought leaders in the industry and employing a team that passionately represents these values with a lot of heart.<\/p>\n <\/p>\n AZ: What is the best advice you received? <\/strong><\/p>\n EH:<\/strong> Trust your professional instincts. Be a curious and critical listener. Stay hungry for the hustle.<\/p>\n <\/p>\n <\/p>\n AZ: We love the aesthetic of your logo, website and branding material. What was the thought process behind the design and using the color red?<\/strong><\/p>\n EH:<\/strong> It started with my business card.\u00a0 I\u2019m very old school in that regard \u2014 I love <\/em>to facilitate an introduction or conclude a conversation by exchanging cards.\u00a0 I knew that I wanted something sleek, bold, and punchy. Hayworth needed to stand out amidst the barrage of business cards, press materials, and flyers accumulated when networking, particularly on the art fair circuit.\u00a0 My hope was that by using such a highly-saturated tone of electric red, our materials would never get buried at the bottom of a fair-going tote or purse.\u00a0 You can\u2019t help but spot the card and associate the vigor in our color-way with Hayworth\u2019s vigor for interpersonal relations.\u00a0 We keep it simple and allow our work, our clients, and our reputation to speak for itself.<\/p>\n <\/p>\n \u00a0<\/strong><\/p>\n AZ: What is one thing that would surprise people about the field of art PR?<\/strong><\/p>\n EH:<\/strong> I believe there exists a misconception that serious art journalists are somehow averse to collaborating with PR + communications firms, when in fact, I\u2019ve found some of my most valuable friendships in the art industry to have come through such collaborations. The quality of thought and depth of understanding that formulates their stories inspires us as communications professionals to continue upping the ante on how we can yield greater access, provide more detailed information, and best communicate the integrity of our clients\u2019 messages.\u00a0 The journalists keep us on our toes to be the best ambassadors possible for our client\u2019s, the industry and for the art.<\/p>\n <\/p>\n AZ: Favorite coffee shop<\/strong><\/p>\n EH:<\/strong> Swallow Caf\u00e9 in Brooklyn \u2014 something about the old-wood feel and the studious tone appeals to my intellectual side.<\/p>\n <\/p>\n \u00a0<\/strong><\/p>\n <\/p>\n \u00a0<\/strong><\/p>\n AZ: What are some of your must-see summer shows?<\/strong><\/p>\n EH:<\/strong> There is no denying that we\u2019ve all been struck by Giacometti fever, but his current retrospective at the Guggenheim Museum<\/a>\u2014his first major solo exhibition in NYC in over 15 years\u2014is truly a standout.\u00a0 It was so poignant for me to see so many of his isolated, elongated figures, many of which represent friends and family near and dear to his heart. The exhibition particularly resonates in light of our political moment. John Akomfrah\u2019s first US survey exhibition, Signs of Empire<\/em> at the New Museum<\/a>, and Swiss Institute\u2019s<\/a> Readymades Belong to Everyone<\/em>, the inaugural exhibition in their new space, are two others not to be missed this season.<\/p>\n <\/p>\n \u00a0<\/strong><\/p>\n AZ: Art world crush?<\/strong><\/p>\n EH:<\/strong> Dan Colen\u2014I\u2019m absolutely smitten\u2026with his art, of course!<\/p>\n <\/p>\n \u00a0<\/strong><\/p>\n AZ: Art PR was relatively rare a few years ago and now there seems to be a massive expansion in this field…<\/strong><\/p>\n EH:<\/strong> Now more than ever, the art world is a highly competitive marketplace, with so many deserving players vying for recognition.\u00a0 We savvy art-goers are exceptionally hungry for information\u2014we are driven by a curiosity to discover, learn, create, and identify with the highest quality art and programming.\u00a0 With the recent explosion of the art fair circuit and the growing number of new, innovative platforms and institutions there exists now more than ever the need for PR to propel the importance of the arts in our local and global communities. It is our role as the communicators, the publicists, the strategists to counsel on how best to build constituencies, cultivate audiences, and generate due public support.<\/p>\n <\/p>\n \u00a0<\/strong><\/p>\n AZ: What can our readers expect to see from your column?<\/strong><\/p>\n EH:<\/strong> It is so exciting to have this platform to tackle topics\u2014both big and small.\u00a0 I will strive to explore best practices, provide insights into new media and publications to follow, discuss strategy, share personal anecdotes, and provide advice to readers eager to get involved in this sector of the market.\u00a0 I am also hopeful to engage some of my fellow colleagues in the industry to highlight diverse voices, specializations, experiences, and approaches to explore the various aspects of PR + communications.<\/p>\n <\/p>\n top image \/\/ Ellie Hayworth, photographed by Wendy Bowman<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":" The role of public relations in the art world is growing<\/p>\n","protected":false},"author":2,"featured_media":29221,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23,11,13],"tags":[],"_links":{"self":[{"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/posts\/29217"}],"collection":[{"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/comments?post=29217"}],"version-history":[{"count":0,"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/posts\/29217\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/media\/29221"}],"wp:attachment":[{"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/media?parent=29217"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/categories?post=29217"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/artzealous.com\/wp-json\/wp\/v2\/tags?post=29217"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"http:\/\/artzealous.com\/wp-content\/uploads\/2018\/06\/George-Segal-at-ICA-Miami-e1529932958250.jpeg\")
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