Corporate Communication and the Arts: The Mistake of not engaging
Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Transfer
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Managing the Cultural Business : Avoiding Mistakes, Finding Success. ed. / Michaela Addis; Andrea Rurale. 1. ed. London, New York: Routledge Taylor & Francis Group, 2020. p. 311-346.
Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Transfer
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RIS
TY - CHAP
T1 - Corporate Communication and the Arts
T2 - The Mistake of not engaging
AU - Holst, Christian
AU - Miniero, Giulia
PY - 2020/12
Y1 - 2020/12
N2 - Engaging with the audience is vital for any cultural institution that wants to survive in the marketplace. In this context, it becomes fundamental to develop a deep relationship with the audience. Due to their habit of relying on a product-centered approach, many cultural institutions fail to do so, not acknowledging the importance of keeping a constant dialogue with their audience and not monitoring and developing the interactions with their public on a daily basis. This causes cultural institutions to become very disconnected from their public. Therefore, the strategic planning of their communication activities becomes an increasingly important aspect for them to manage. How to create a dialogue with actual and potential visitors, how to choose the content of the communication and how to manage the different communication channels in an efficient way are among the strategic decisions that a cultural institution has to take into account when implementing a communication strategy that fosters engagement and tries to connect with its public, both online and offline.
AB - Engaging with the audience is vital for any cultural institution that wants to survive in the marketplace. In this context, it becomes fundamental to develop a deep relationship with the audience. Due to their habit of relying on a product-centered approach, many cultural institutions fail to do so, not acknowledging the importance of keeping a constant dialogue with their audience and not monitoring and developing the interactions with their public on a daily basis. This causes cultural institutions to become very disconnected from their public. Therefore, the strategic planning of their communication activities becomes an increasingly important aspect for them to manage. How to create a dialogue with actual and potential visitors, how to choose the content of the communication and how to manage the different communication channels in an efficient way are among the strategic decisions that a cultural institution has to take into account when implementing a communication strategy that fosters engagement and tries to connect with its public, both online and offline.
KW - Cultural Distribution/Cultural Organization
KW - Digitale Kommunikation
KW - Cultural Management
U2 - 10.4324/9781003022459-10
DO - 10.4324/9781003022459-10
M3 - Contributions to collected editions/anthologies
SN - 9780367821319
SN - 9780367900786
SP - 311
EP - 346
BT - Managing the Cultural Business
A2 - Addis, Michaela
A2 - Rurale, Andrea
PB - Routledge Taylor & Francis Group
CY - London, New York
ER -