A How-To for Artists: Understanding Public Relations

We will walk through a traditional, holistic public relations campaign to detail what key elements all artists should incorporate into their practice, from those early in their career to those with large practices.

Shayna McClelland earned a master’s degree in Art Business from Sotheby’s Institute of Art, London. She began her PR career at the New York agency Susan Lewin Grant and Associates working on Dyson, Duravit, MoCA North Miami, and Daniel Arsham, among others. In 2010, McClelland moved to Black Frame where she was the Arts & Culture Director and oversaw the launch of Frieze New York and Frieze Modern There, she led accounts such as Elmgreen & Dragset, David Kordansky Gallery, Fernando Romero, FIAT, LACMA Art & Film Gala, OHWOW, Rafael de Cárdenas, Rick Owens, The Standard Hotels, The Smile, and The Westway.

McClelland also briefly worked at Camron New York on accounts to include Design Miami and the Bisazza Foundation before founding McClelland in May 2013. Her current and past clients include Aranda\Lasch, A. Zahner Company, Artspace, Marianne Boesky Gallery, PELLE, The Armory Show, The Dhaka Art Summit, and viennacontemporary among others.