Public Relations in Arts

Public relations and integrated marketing communications present an integral part in the promotional activities of cultural institutions. The changes in business environment of cultural institutions, such as introduction of new media, growing interest and expectations of target publics of and diminishing government and sponsor support, have led to introduction of corporate communications activities in the filed of arts and culture.

Aforementioned changes have served as a catalyst in the development of the need for a professional approach to corporate communications within the cultural institutions. In other words, Integrated Marketing Communications has become the key activity that enables cultural institutions to achieve their corporate mission and goal to promote culture. This study presents the basic characteristics of Public Relations and Integrated Marketing Communications in the commercial sector as the basis for understanding the evolution of promotional activities in the cultural sector. Prime characteristics of the art/cultural experience and importance of understanding the cultural needs and interests of the public have been presented in this study. It further details the characteristics of Public Relations and Marketing Communications in the field of arts and culture with particular emphasis on altering of corporate communication tools to the needs of cultural institutions. Considering the prime goal of the cultural institutions, promotion of culture, the interest from the most popular media have been identified as crucial and both the traditional and the new media have been analyzed. The study details the the basic principles and techniques of media relations which include Media Releases, media conferences and public performances. While considering the set hypothesis, the study identifies key factors for successful integration of Public Relations and Marketing Communications as well as the similarities and differences in promotional activities between cultural and commercial institutions.

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