PR IN CULTURE – CULTURE IN PR

Text topic: Themes

Text author: Ана Јовановић

National cultural institutions (especialy those in the public domain) still lack a systematic approach to PR planning. There are several reasons to this situation: Passive and closed organizational structures remaining from the comunistic period (particulary in public institutions of local communities); Financial instability causing uncertainty of current positions as well as absense of initiative for organizational reform and new employment plans; General judgement that stratified PR is not needed in the cultural field and could be simply integrated into marketing functions. PR is still treated as a synonim for marketing, promotion or media relations and it is usualy related to temporary projects and programs. For better positioning of cultural institutions in their communities a strategic aproach to PR is obligatory. It offers a way to improve their reputation and attract more potential sponsors and donors. On the other hand, private companies must recognize cultural projects as reliable for future sponsorships and donations. Investing in culture brings a particular kind of reputation in public and improves the position of the companies among major stakeholders and finally, it contributes to the long-term business success. Representatives of research institutions are also stakeholders that should get involved in creating a platform for further improvement of PR planing as well as investing in culture. By carrying out researches related to these important topics, they could put important data to use for cultural planners in cultural institutions as well as on higher levels.