Reflecting on 15 Years of Summerfair

Summerfair - our region's most recognizable and prestigious art fair - is also one of Wordsworth Communication's longest standing clients. We've offered public relations support for the fair for 15 years. Each year the fair has seen an increase in media coverage and an increase in attendance - with a couple exceptions when Mother Nature got in the way, producing inclement weather.

You can trace the evolution of public relations in the years we've worked with Summerfair. In the early years, outreach to reporters by email was nearly unheard of. Fax, phone, and manually dropping off media kits were the norm. Media websites were unsophisticated, and we got the word out about Summerfair primarily through placements in newspapers, TV broadcasts and radio programming.

Over time, reporters began to get email addresses and use them. Web sites became important sources of news content, and the number of ways we could reach audiences for Summerfair increased. As the outlets increased, so did coverage. As coverage increased, so did attendance. And, as attendance increased, the many artists who attended the fair found more admirers – and buyers – for their work.

In recent years, Summerfair has embraced social media as a means for reaching its audience. The organization participates in aggressive blogger outreach and manages a Facebook page. And, despite shuttering newspapers and fewer traditional media opportunities caused by the economic downturn, Wordsworth continues to increase the number of people reached through its public relations initiatives.

Furthermore, in during a period when attendance at art shows has been down across the country, public relations has helped Summerfair weather the storm.

Summerfair 2010 wrapped up in June, and the Wordsworth team is already thinking of ways to make next year’s show an even bigger success. Who knows what kind of new public relations techniques we’ll have to report in 15 more years.