The emphasis on public relations is understandable because of the intrinsic news interest of the arts. Arts events and activities tend to involve ‘firsts’ of various sorts, and the news media have an insatiable thirst for novelty. Artists and actors are people in the public eye. They make good copy. Furthermore,media critics can be important influencers over a very wide potential audience. Their accolades play a valuable role in attracting people to events in which they might not otherwise have shown any interest. Another reason for the popularity of PR is its perceived value for money. Although larger arts organizations may appoint PR agencies to work on their behalf, for those with smaller promotional budgets costs can be largely internalized if PR activities are initiated in-house.