The following excerpt is from CHECK-IN 2025, published by Art & Market. For the full version, please visit the original post, or purchase the digital or physical copy of CHECK-IN 2025.
Conversation with Lawa Lu of Good Shot Public Relations
By Nadya Wang
Lawa Lu is founder of Good Shot Public Relations, a Taiwan-based public relations (PR) agency specialising in arts and culture projects. She has more than a decade of experience in the arts media industry, at magazines as well as PR companies. Good Shot has worked with clients such as National Taiwan Museum of Fine Arts, Taipei Dangdai Art & Ideas, Indigenous Peoples Cultural Development Centre and Juming Museum, among others.
In this conversation, Lawa offers insights on the art media and PR landscape in Taiwan. We also discuss the relationship between PR firms and media outlets as well as the role that they can play in the arts ecosystem. It is a peek into the systems behind developing impactful messages and sustaining long-term collaborations.
What are the services that Good Shot Public Relations offer? And in what ways are they similar and different to other PR agencies out there?
The team at Good Shot possess both an arts media background and cross-industry PR experience. Our core members have extensive practical experience in domestic and international media promotion and project operations. We have offices in Taiwan and Hong Kong, and stay rooted locally while having an international perspective.
Our services include media strategy, media relations management, brand image management, crisis PR management, event planning, advertising placement and social media marketing, as well as corporate sponsorship and cross-industry collaboration matching. We work with our clients on art, architecture and design exhibitions, and more.
I believe PR companies do not differ greatly in their service offerings. The key points are still what each client needs, and what the PR company can provide. Our strength lies in creating customised integrated marketing solutions based on the clients’ needs and challenges.
Could you talk about other highlights or milestones for the agency since its launch in 2023?
For me, every project is a new challenge and achievement. However, it was a particularly special experience assisting the National Taiwan Museum of Fine Art (NTMoFA) in 2024 when they brought Taiwan’s national treasure Water of Immortality (甘露水) to Tokyo University of the Arts. The exhibition was titled Huang Tu-Shui and His Time: Taiwan’s First Western-style Sculptor and the Tokyo Fine Arts School in the Early 20th Century (黄土水與他的时代－臺灣首位西洋雕塑家與20世紀初期的東京美術學校). This was our first time organising PR activities overseas, and we gained invaluable hands-on experience.
Could you speak about what you think is working, and conversely not working in the public relations landscape for visual arts (or for the arts in general) in Taiwan and elsewhere? How do you see your agency solving some of the inherent problems, if any?
In Taiwan, the development of public relations in the visual arts or broader arts field is still in the stage of exploring more mature models. Many arts and cultural organisations, whether they are public institutions such as museums and art galleries, or independent curators, arts festivals, and private art spaces, are actively seeking creative and efficient communication partners. Of course, some art institutions have in-house PR teams.
Government organisations often face challenges due to the limitations of the tender system, as well as rigid budgets, tight schedules, and difficulty adjusting execution content. This prevents them from fully utilising strategic integration and creative operations. While some private arts organisations have greater flexibility, they often miss opportunities for expansion due to a lack of stable resources or experience in external communications.
Good Shot hopes to not just be an executor, but as an integrated partner from early positioning and strategy formulation to execution and effectiveness feedback. We excel at providing flexible communication solutions with local understanding and international perspective under limited resources. Whether for government tenders, brand collaborations, or independent art projects, we can tailor-make effective PR strategies according to their characteristics, helping clients steadily expand their influence and establish long-term sustainable communication models.
How do you create a win-win-win situation for the client, the media outlets and Good Shot, so that everyone benefits from working together?
The key to a win-win-win situation lies in good communication and building trust. We approach things from both our clients’ and the media’s perspectives. During the early planning stages and throughout project execution, we maintain smooth communications with all parties. Having the flexibility to adjust strategies and content makes the work flow more smoothly and helps us achieve our goals.
The above excerpt is taken from CHECK-IN 2025, published by Art & Market. For the full version, please visit the original post, or purchase the digital or physical copy of CHECK-IN 2025.
固夏公關 