The relationship between PR and arts marketing
Stacey Arnold draws on research and her experience to investigate the relationship between PR and arts marketing and the implications for arts organisations. This article was first published in JAM (issue 40 / October 2010).
My research showed marketing and PR do not have a hostile relationship, simply an imbalanced one. Of the marketers I interviewed who held a senior management position, all were satisfied with their PR function, which would suggest that press work is all that they seek. This is the crux of the bigger issue: without a sense of the wider role for PR and without sufficient desire for change, this status quo will prevail. Media relations will remain a tactical marketing tool, stakeholder engagement will happen elsewhere and the wider strategic role of PR will go by unnoticed. This calls for nothing short of a PR revolution.
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