1. Lucinda MacPherson PR Consultant. Ashley House, 11 Rivercourt Road, Hammersmith, LONDON W6 9LD
T: 0790 580 9488 E: Lucinda.macpherson@gmail.com
RE-LAUNCH OF HOGARTH’S HOUSE
PR Report
By Lucinda MacPherson, PR Consultant
On November 8th
, 2011, Hogarth’s House, the Chiswick home of the 18th
century
artist, William Hogarth, was reopened to the public after a three year restoration.
This report covers my PR work and the House’s media coverage.

2. Lucinda MacPherson PR Consultant. Ashley House, 11 Rivercourt Road, Hammersmith, LONDON W6 9LD
T: 0790 580 9488 E: Lucinda.macpherson@gmail.com
PHOTO CALL AND PHOTOGRAPHIC LIBRARY
Hogarth’s House did not have a photographic library so I arranged three photoshoots of
the House during the restoration, plus photo coverage of the opening party.
I organised a photo call the day before the opening with Lars Tharp and children from
The William Hogarth School, Chiswick. Due to the small size of the House, the aim was
to make this tightly targeted to top press photographers, the Today programme, and a
handful of non-review journalists who would promote the House to overseas and
national visitors.
Nick Higham, BBC News and Lars Tharp, Antiques Roadshow

3. Lucinda MacPherson PR Consultant. Ashley House, 11 Rivercourt Road, Hammersmith, LONDON W6 9LD
T: 0790 580 9488 E: Lucinda.macpherson@gmail.com
Photo call Attendees:
Peter Macdiarmid - Award winning
Getty Images photographer – holder of
The Arts, Editorial, First Prize, The
Press Photographer's Year 2011.
Peter has also previously won News
Photographer of the year.
Dominic Lipinski - Award winning Press Association photographer. Photographer of
the Year at the Picture Editors Guild awards 2011.
Matt Dunham - Award winning Associate Press photographer. Royal Photographer of
the Year and received commendations in two other categories: News Photographer of
the Year and Photo Essay. Matt has won sports and news categories in other years.
His photograph of Hogarth’s House appeared on the Guardian’s and many other
websites.
Stephen Simpson - Press photographer and head/editor of the news agency, London
News Pictures – Stephen’s picture of Hogarth’s House featured in the Metro.
Geoff Pugh - Telegraph’s photographer.
Val Austin - Head of International Press Visits, Visit Britain.
Claire Timms - BBC London – their slideshow (an altogether different one to the
Today and BBC news online one) went live on November 8th
in time for the opening.
Freelance journalist who writes on heritage and tourism

4. Lucinda MacPherson PR Consultant. Ashley House, 11 Rivercourt Road, Hammersmith, LONDON W6 9LD
T: 0790 580 9488 E: Lucinda.macpherson@gmail.com
I compiled a Dropbox folder of historic pictures of the House and the newly orginated
pictures. These were used for publicity, updating the website and could be used for
future exhibitions/ publications/press enquiries.
Negotiated with the BBC who will let us have their excellent photographs from their
slideshow for future use.
PRESS RELEASES
Five press releases were compiled and sent out with pictures to specially targeted
media lists:
1. Long Lead press - Arranged for this to be sent out nationally and to over 20
countries and translated where necessary.
2. London – London’s Favourite Artist detailing biographical and art links to
London sights.
3. Arts/Heritage – The House’s Progress, with heritage/arts angle.
4. General/Tourism – Hogarth’s House Reopens – news/tourism angle.
5. General - On November 10th
– Hogarth’s birthday, a general release with new
introduction pegging it to the birthday, and a quote from Dara O Briain’s speech
at the opening ceremony was sent to media who had not covered the launch.
COVERAGE
The Top Lines…
A three minute interview with Val Bott touring the house on November 8th
with ITV’s
Phil Bayles on “London Tonight”. Phil credited Hounslow Council and Lottery Fund
straight from my brief.
Interview with Lars Tharp and Val Bott on Radio Four’s flagship news programme
“Today”, November 8th
.

5. Lucinda MacPherson PR Consultant. Ashley House, 11 Rivercourt Road, Hammersmith, LONDON W6 9LD
T: 0790 580 9488 E: Lucinda.macpherson@gmail.com
Audio slideshow on the following BBC websites:
BBC News home page
BBC Entertainment and Arts
BBC News in Pictures
This was then used by and imbedded onto other websites.
History Today and BBC London made their own slideshows.
Personal briefings resulted in features in the Guardian newspaper, Saturday Times
and Evening Standard which also appeared on their websites, with different images.
Picture story in the Metro, (approximately 1.3m copies, 3.5m readers) and their
website.
Long lead media, such as BBC History, RA magazine, Country Life and the Art
Fund’s magazine covered the House in their December issues. Third Sector covered
on the volunteer programme.
Local media were given regular personalised updates in the weeks preceding the
launch and gave the House good coverage before and after the launch.

6. Lucinda MacPherson PR Consultant. Ashley House, 11 Rivercourt Road, Hammersmith, LONDON W6 9LD
T: 0790 580 9488 E: Lucinda.macpherson@gmail.com
Some of the coverage: