Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/208333

Title

The marketing and public relations practices of Australian performing arts presenters

Author(s)

McDonald, Heath;  Harrison, Paul

Abstract

Although arts organisations are often said to be underdeveloped in marketing and management areas, it is unclear whether this is actually an intentional response to the atypical environment in which they exist, or simply a result of limited skills and resources. This paper looks at performing arts presenters (PAPs) in two Australian States, profiling what they do in the way of marketing, how sophisticated they are at it and the reasons they behave the way they do. In-depth interviews with marketing managers indicated that PAPs are confused about the role of marketing, relying instead mainly on public relations. While it was widely acknowledged that marketing would be beneficial, the marketing that is executed is generally ad hoc and basic. This lack of marketing action is due primarily to a paucity of skills and resources and a historical preference for public relations, not as a considered response to the arts environment.

Publication type

Journal article

Source

International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 7, no. 2 (May 2002), pp. 105-117

Publication year

2002

Keyword(s)

Arts organisations;  Australia;  Marketing;  Performing arts;  Presenters;  Public relations

Publisher

Henry Stewart Publications

ISSN

1465-4520

Publisher URL

http://dx.doi.org/10.1002/nvsm.172

Copyright

Copyright © 2002 Henry Stewart Publications.

Peer reviewed