Communications guru Tom LaPorte reveals the five steps of persuasion artists can use to win attention from collectors, the media, and the public. He also provides a plethora of other practical advice, from how to write a press release to how to incorporate video and live presentations into one’s marketing.

“Artists, by their natures, are often not drawn to aggressive self-promotion…. The ability to communicate through the conventional channels, to get your work known, to get yourself known as an artist and build your communities is something that takes a little bit of practice. Just as your art does.”

Tom LaPorte is a public relations and communications expert based in Chicago. LaPorte was born in Boston in 1953, and his family moved to Chicago in 1960. He earned a Associate of Arts degree in Speech Communication and Rhetoric from the College of DuPage in 1976, and Bachelor of Science in Speech Communications/Radio-TV from Southern Illinois University, Carbondale in 1979. LaPorte held positions in the radio industry for approximately twenty years, including as a writer, producer, and manager of a news room. In 1996 he began working with the Internet, spearheading an effort to audio stream that year’s Democratic National Convention. LaPorte worked as a writer, editor, and webmaster for WBBM-AM for several years before becoming Assistant Commissioner for the City of Chicago in public and media relations. He spent nearly thirteen years in the role before leaving to act as an independent consultant. Since 2004 LaPorte has also coordinated media relations for Burning Man, an annual festival which brings approximately 68,000 artist-attendees to the Nevada desert. Through the festival, LaPorte acts as a pro bono consultant for artists and creatives of all types.

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