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Laraine Penson

How to build your influencing skills

Junior arts workers are often the most in touch with audiences, but can struggle to make their voices and ideas heard. Laraine Penson offers some tips for communicating more effectively – and explains why management should listen. This article was originally written for Arts Professional.

Published: 2017 | Resource type: Research

mobile photographing street art

How to do influencer marketing for the arts

Influencer marketing is more than just the latest social media fad says Kayleigh Töyrä. Here are her top tips for getting started.

Published: 2017 | Resource type: Guide/tools

Maecenas Initiative: increasing individual philanthropy

The Maecenas Initiative was an Arts & Business’ programme to increase individual philanthropic support of the arts in the UK. The first part of this detailed report explains the success of charitable giving in the US and Canada. It then goes on to discuss factors that can influence and improve the climate for individual giving. ... Read more

Published: 2004 | Resource type: Research

Arts sponsorship and influencing decision-makers

The arts provide an effective way to reach and influence senior clients and other key decision-makers. This guide presents real-life case studies that show that for a modest outlay the arts are powerful generators of goodwill. Their image of creativity, innovation, quality, social responsibility and trust is one that businesses themselves wish to project.

Published: 2005 | Resource type: Guide/tools

The basics of successfully achieving influence

The art of influencing has the air of something akin to a ‘dark art’; mysterious at best, possibly manipulative and underhand at worst. In reality it is simply less tangible than many other workplace skills; more a dynamic process than a list of dos and don’ts. In this article, Alasdair Cant takes a look at the basics.

Published: 2008 | Resource type: article

How ethnography can be used in arts marketing

A demonstration of the value of ethnography – how to interpret outcomes rather than needs in order to understand the drivers for attending the arts. Siamack Salari argues that it can provide new insights into the way that consumers interact or engage with the arts and includes interviews with a couple of arts attenders, finding ... Read more

Published: 2008 | Resource type: article

Hints and tips guide to working with MPs

This is a useful and practical run-through of the do and don’t of working with an influencing MPs, essential for any press officer, arts marketing professional or fundraising seeking to influence stakeholders.

Published: 2013 | Resource type: Guide/tools

How to effect organisational change by sharing research

This case study looks at how visitor research can be used to help create a shared language and understanding about visitors across an organisation and provide the impetus for change. The case study highlights the benefit of using research as a springboard for audience development and clear communication with visitors and colleague, how to lift ... Read more

Published: 2009 | Resource type: Case studies

How to lead organisational change with limited authority

In any role staff have the potential to successfully lead organisational change. This article provides the theory behind leading with limited authority, including key factors such as understanding barriers or dealing with the sources of resistance to innovation. The author argues that if arts organisations continue as they are – resisting change and innovation – then our ... Read more

Published: 2009 | Resource type: article

Tate listen, learn and adapt to find a new way for audiences to engage digitally

This keynote provides an insight  into how Tate have listened, learned and adapted to review and redirect its online and social activity and found new and improved ways of engaging with its audience, taking them from 14,000 fans/likes to 140,000 on Facebook; and from 16,000 to 200,000 followers on Twitter. The team give an outline ... Read more

Published: 2010 | Resource type: Case studies

Influencing the resilience of your organisation

As a marketer, you can play a strategic part in moving your organisation forward no matter what your job role. This article explains how to step up, influence your organisation and community through ‘ROAR’: by being reflective, open, adaptive and responsible. You’ll find practical tips for increasing organisational resilience whilst remaining true to purpose.   ... Read more

Published: 2011 | Resource type: Research

Word of mouth in the social media age

What makes people talk about culture? How can we get people talking about the arts, both online and offline? This discussion of word-of-mouth uses a case study of a Grayson Perry exhibition at the British Museum to explore strategies around buzz marketing, viral marketing, and identifying key influencers and opinion leaders – plus what happens ... Read more

Published: 2012 | Resource type: Guide/tools

Influencing skills

A guide to influencing people, based on a practical workshop session exploring how to effectively manage a range of relationships – with suppliers and key stakeholders, within line management contexts, upwards and sideways within your organisation.

Published: 2010 | Resource type: Guide/tools