Маркетинг и PR в културните институции в епохата на дигиталната трансформация
Marketing and PR in cultural institutions in the era of digital transformation

Summary/Abstract: This paper examines how digital transformation reshapes marketing and public communication in Bulgaria’s cultural institutions. It analyses the key challenges and opportunities that museums, theatres, galleries, and libraries face when using social media and online platforms to reach and engage audiences. Special attention is given to the role of national digitalisation policies and the growing need for alignment between strategic planning, PR, and modern digital tools. The main contribution is the development of a model for effective digital communication that integrates technological solutions while preserving cultural identity.

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