Interview – Ute Weingarten

Written By alma shaikimova

© Andrey Gordasevich

Defining a USP: Ute Weingarten on PR, Cultural Communication, and Why Market Research Matters

What makes a cultural institution stand out in an age of content overload? How do museums and festivals build trust, visibility, and relevance when attention spans are shrinking and media spaces are tightening?

In this episode of The Art She Manages, I speak with Ute Weingarten, founder and managing director of ARTPRESS, a Berlin-based PR agency, working with leading European museums and festivals on communication and strategy. Her agency’s clients have included national pavilions at the Venice Biennale, the Helmut Newton Foundation, the Goethe-Institut, and many more.

A trained art historian who studied in Paris, Ute moved from gallery work to large-scale exhibition PR before founding her own agency. Over two decades, she has helped shape the visibility of major institutions, guided them through shifting media landscapes, and witnessed the ongoing convergence of PR, marketing, and digital communication.

Why this conversation matters

Ute offers a clear, behind-the-scenes look at how cultural PR really works — the strategy behind storytelling, the difference between visibility and relevance, and why every institution needs a strong USP to stand out. She discusses what makes communication authentic, how AI is reshaping the field, and what still makes human connection irreplaceable in a digital age.

For cultural managers, marketers, and communication professionals, this episode is a masterclass in clarity, positioning, and trust.

You’ll learn

  • How cultural institutions can stand out in a saturated media landscape.

  • Why defining a clear, authentic USP is essential to building recognition and credibility.

  • How PR and marketing are merging into one strategic discipline.

  • Why storytelling and authenticity are still the most powerful forms of communication.

  • What the rise of AI means for PR, journalism, and creative work.

“It’s not about following the latest trend — it’s about having a strategy and a clear mission.”

“You can only do good PR if you believe in the people you represent. Trust is everything.”

Resources & ways to connect

Listen to the full episode:

alma shaikimova
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Interview – Marie-Louise Stille