Text topic: Modern Media and PR
Text author: Ивана Теодоровић
This paper has been written to systematize theoretical and practical knowledge in the analysis, planning, defining and implementing the development strategies of public relations in cultural institutions, namely in the cultural centers for children and youth. The first part of the paper examines the phenomenon of the need to build successful public relations in the field of culture as well as designing special communication strategies in cultural institutions for children and youth. Definitions of public relations in culture and the importance of communication skills with different target groups in children’s cultural centers are emphasized in terms of internal and external public relations. For successful positioning in the public and creation of a long-term reputation, cultural institutions must have communications strategies in order to create wider (national and international) support for their programmes. Strategic planning of public relations in the nonprofit sector and culture leads to the development of specific communication strategies for each target group, whose significance is discussed in the second part of the paper. For cultural institutions for children, the important target segment are the children themselves as a target group with very specific characteristics, and therefore it is necessary to develop specific communication strategies for them, which, in addition to entertainment and attractiveness, should also have a pedagogical dimension. A public relations manager in a cultural and/or educational area differs from a PR manager in other areas because animation activities are aimed at children and youth. Educational public relations and animation activities aim to create a new audience and arouse interest in a specific work of art and activities of an institution, but also fulfill a higher purpose: they encourage development of cultural needs and gaining of cultural habits.