18 How would you create a pr campaign to revive interest in classical painting?

There are lots of modernist movements in painting nowadays, that is why I think that it is important to revive a more academic and classical genre. This is not an easy job, because one has to think about many aspects of painting and be able to understand it well. I think it is a good idea to start advertising it in the media You may notice as well, that very seldom news about classical painting are shown on TV or mentioned on the radio. Besides, it is a good idea to have posters of different paintings in the busses or subway, so that people get visual idea of what it is and get interested in it. At the same time, art galleries should themselves think of aggressive marketing moves like introducing a system of season tickets so that customers may come to the galleries more often and sell such passes as gift certificates. It may be quite a smart present to a very educated person, for example. At the same time galleries should work everyday on refreshing their number of exhibits, sometimes maybe inviting other exhibitions and guest artists to freshen up the local selection of works. It also may be a good idea to have auctions once in a while in some public places which is also a good way to draw interest to classical painting. A good example of it us a Sotheby's auction in London, which clearly shows how valuable classical art is. So these are just several ideas of how to revive interest in classical painting.

19 What would you do to publicize the exhibition of a young unknown but promising painter?

Being an unknown but promising artist is always difficult. That is why he should often seek help from an experienced PR person. If I were to publicize such an artist I would do the following things. First of all it is important for him to get out to as many places as possible. For example if there is an opening of some cars' dealer centre it is necessary to make an auction of our artist's painting as a part of the event. The audience is going to be quite well to do, so apart from getting a good price for the painting, he gets a chance to meet rich and influential people who may spread a word about him in their circles. It is also a good idea for such artist to participate in numerous charity events, presenting his pictures to the orphanages or hospitals. Another important thing is getting him to know as many artistic critics as possible so mat he starts to spin in their circles and get to know many people. Besides, we should not forget about a constant cooperation with different museums, where his paintings may be exhibited which is a good line in a painter's portfolio. It is always hard to make a breakthrough when you are young, but a constant activity will definitely be helpful in achieving such a goal. A good PR person is only an asset for such an assignment.

20 Can a pr specialist work at home? What can he do?

Even though it is technically possible nowadays for a PR person to work from home, I would not recommend it anyway. First of all, simply judging by the occupation of this person. It is a public relations specialist. Not much public can be found when one sits in front of a computer screen all day. Of course it is possible to send press-releases all day long even from home, but it is really unwelcome in our job. Another task of a PR person is a constant awareness of what is going on in the company. If a journalist calls him, he

should know everything about his company's immediate plans or actions and often consult with top management. Of course it is again possible to talk to top managers via the phone, but this is quite unwelcome again, because such people are usually busy and it is a waste of time as well to negotiate the matters over the phone when there is a chance to chat with a director of a company face to face over lunch, for example. Personal engagement is a key factor here, of course. Besides, it's a PR person's job to attend press-conferences all the time and be a very mobile person - something which is impossible to do when working from home. That is why I am sure that a good PR person's place of work is physically in the company and not at home.