Long before the arts and public relations were literally formulated, they were already linked together. With the beginning of civilisation, visual arts were used to influence the public opinion. In ancient Egypt, impressive architecture such as statues and temples were built to represent the greatness of the ruling priests and nobles (Bates, 2002). Art was an essential element of the propaganda machines during World War II. Especially Hitler misused art to propagate his politic opinion amongst the public. Today, a vast range of companies use art in order to receive (hopefully) positive media coverage, e.g. Telecom New Zealand is sponsor of the New Zealand International Arts Festival, the City Gallery in Wellington and the Auckland Philharmonia, and initiator of the Telecom New Zealand International Film Festivals, the White Pages Arts Award and the IHC Telecom Art Award. However, the connection between public relations and the arts must also be seen from another point of view. In terms of arts marketing, the arts can benefit from public relations. What are the benefits for artists and arts organisations, and how can they use public relations in order to promote their products?
Table of Contents
What are Public Relations anyway?
What is Arts Marketing?
What can PR do for the Arts?
“Engaging with contemporary art and ideas”
“I, Mark Kostabi, am a famous artist. I make millions.”
Conclusion
Objectives and Research Scope
This essay explores the symbiotic relationship between public relations and the arts, aiming to identify the specific benefits that artists and cultural organizations derive from strategic PR implementation. It examines how public relations serves as a cost-effective alternative to traditional advertising by establishing credibility and fostering long-term relationships with audiences.
- The evolution of public relations as a management discipline.
- The strategic integration of marketing and PR in the cultural sector.
- The role of external public relations in building institutional reputation and audience engagement.
- Case studies on the practical application of media relations and self-promotion in the arts.
- Ethical considerations regarding the commercialization of artistic work.
Excerpt from the Book
“Engaging with contemporary art and ideas”
A case study done by Thompson (Thompson, 1999), lecturer at the University of Western Sydney and co-founder of the Arts Marketing Research Group, shows how the Museum of Contemporary Art (MCA) in Sydney successfully integrated public relations in its marketing strategy. The MCA, born out of the bequest of the Australian artist John Power, first opened in November 1991. The museum is an example of an arts organisation which receives little government funding and, therefore, needed to develop sponsorship strategies to survive. The main art-centred functions of the Museum of Contemporary Art, collection, exhibition and education, are embraced by an integrated marketing concept which focuses on public relations. The MCA is one of the only Australian cultural organisations with a full-time public relations manager. The high reliance on editorial and publicity coverage is opposed to paid advertisement and pays off – demonstrated through a huge collection of media clippings from Australian and international publications.
It is recognised that, in an age when people are becoming very cynical about advertising, they will read with interest an article about a particular artist or exhibition, which often whets their appetite sufficiently to find out details of the event and thus visit the venue (Thompson, 1999, p. 39).
Summary of Chapters
What are Public Relations anyway?: This chapter defines public relations as the management of communication between an organization and its publics, tracing its historical roots and evolution into a professional discipline.
What is Arts Marketing?: This section discusses the shift toward marketing within the cultural sector, identifying key development periods and the necessity of applying specific marketing strategies to artistic products.
What can PR do for the Arts?: This chapter explores the functional areas of PR within arts organizations, highlighting the importance of sponsorship, relationship marketing, and the role of the media.
“Engaging with contemporary art and ideas”: This chapter provides a case study of the Museum of Contemporary Art (MCA) in Sydney, demonstrating how integrated PR strategies can successfully drive audience engagement and fundraising.
“I, Mark Kostabi, am a famous artist. I make millions.”: This case study examines the controversial and highly effective self-promotion tactics employed by the artist Mark Kostabi, highlighting the intersection of art and branding.
Conclusion: The final chapter summarizes the findings, emphasizing that while PR is a vital tool for the arts, it must always be balanced with artistic integrity.
Keywords
Public Relations, Arts Marketing, Cultural Organizations, Media Relations, Sponsorship, Branding, Audience Engagement, Artistic Integrity, Communication Strategy, Editorial Coverage, Self-Promotion, Strategic Alliances, Marketing Mix, Visual Arts, Reputation Management
Frequently Asked Questions
What is the primary focus of this paper?
The paper focuses on the application and benefits of public relations within the field of arts and cultural management.
What are the central themes discussed?
The central themes include the historical development of PR, the differences between arts marketing and traditional commercial marketing, the role of media relations, and the ethics of branding in the art world.
What is the main research question?
The essay seeks to determine the benefits of public relations for artists and arts organizations, specifically focusing on how PR helps them promote their work and products effectively.
What research methods are used?
The author employs a literature-based research approach supplemented by specific case study analyses, such as the Museum of Contemporary Art in Sydney and the career of Mark Kostabi.
What does the main body cover?
The main body covers the definition and history of PR, the specific requirements of arts marketing, the functions of PR in the cultural sector, and practical applications through case studies.
Which keywords best describe this study?
Key terms include Public Relations, Arts Marketing, Media Relations, Sponsorship, Artistic Integrity, and Strategic Communication.
How does the MCA benefit from its PR strategy?
The MCA benefits from high credibility generated through editorial coverage rather than paid advertising, which helps them secure 87 percent of their funding through self-generated revenue.
Why is Mark Kostabi considered an extreme example in this essay?
Kostabi is analyzed because he aggressively uses mass media and controversial marketing tactics to treat his artistic career as a commercial brand, often separating his image from the actual production of his artwork.
- Quote paper
- Candy Lange (Author), 2006, Public Relations for the Arts: What are the benefits?, Munich, GRIN Verlag, https://www.grin.com/document/63610
