Craft Lab Workshop Series
Illuminating the business of making.
This free virtual workshop series is designed for artists and makers interested in honing the craft of business. Available to ACC members, Craft Lab is an opportunity to learn directly from experts through presentations, discussions, and activities that illuminate the most important elements of a craft business.
PR for Artists: How to Pitch Your Story to the Media
Facilitated by Sara Hussey
(with Karen Olson and Dave Schimke from American Craft)
This event occurred Tuesday, February 11, 2025.
PR expert Sara Hussey, joined by Editor in Chief and Senior Editor of American Craft magazine, Karen Olson and Dave Schimke, will walk attendees through a step-by-step guide to public relations for small craft businesses. The workshop will include an intro to Public Relations, its benefit to your business, how to find the right media to contact, how to craft a media pitch as well as discuss influencer collaboration strategies. Participants will walk away with a deep understanding of the power of PR and a step-by-step process for crafting and delivering a pitch to the media.
A recording of this workshop is available at the bottom of this page for members to watch any time.
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About the instructor
Sara Hussey
Sara Hussey’s first taste of public relations was at a full-service marketing firm in Fort Worth, Texas. One of her first assignments was to write a press release about a new client: a Texas corn seed company. Not knowing a thing about press releases or corn seed, Sara dove in headfirst. It didn’t take long before Sara was hooked on PR….not so much on corn seed.
Sara brought her skills and desire to support local brands to her hometown of Austin and saw the need and opportunity to build their voices and connect them with the right media. And so in 2013, Sara Hussey Public Relations was born. With a passion to support and grow local businesses, Sara works with brands she believes in and takes great pride in helping them thrive.
Karen Olson
Karen Olson is the editor in chief of American Craft. Previously, she was editor in chief of Public Art Review and Utne Reader. She’s also worked as a freelance writer, leadership coach, bookstore manager, and firefighter. Karen holds a BA in art history and literature, an MA in creative writing, and an MFA in fiction, and she’s taught writing at the Minneapolis College of Art and Design, Colorado State University, and Northern Arizona University. She loves exploring big ideas, being in and on water, and the process of turning her urban backyard into a food forest.
David Schimke
David Schimke is the senior editor and head of digital content of American Craft. An award-winning feature writer, media columnist, and arts critic with 30 years of journalism experience, he’s acted as editor in chief for City Pages, Utne Reader, Experience Life, and the Carleton College Voice. He also founded the Citizen’s League Voice, a quarterly journal funded by the Bush Foundation aimed at facilitating quality conversation and healthy debate. David holds a BA in political science and has served on the MN Film & TV board and as an adjunct professor at the University of Minnesota’s Hubbard School of Journalism. An avid music fan with a passion for cinema and creative nonfiction, he resides in a vintage Robbinsdale rambler with his wife Stacey and mischievous goldendoodle Jackson.
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