A.S.: IN MY PERCEPTION, GOOD ARTS PR SHOULD BE VERY SUBTLE. IT SHOULD WHISPER, BUT NEVER SCREAM. AS YOU HAVE FOUNDED YOUR OWN ARTS PR AGENCY, HOW TO MASTER ONE’S PR SKILLS IN ART AND ENSURE THAT THE COMMUNICATIONS ARE IN THE RIGHT TONE?
K.K.: In a perfect world, an arts PR specialist should be a journalist, art historian and marketing specialist. In order to successfully promote a project, one needs to thoroughly know it and refrain from trying to alter it in order to turn it into something extraordinary, but instead organically package it, add finishing touches by PR activations.