Специфики на изкуството като среда за публичните комуникации
Specifics of art as a medium for public communications

Summary/Abstract: The report defends the thesis that each field of activity builds up specificities that shape the nature of communications within it. The work provides as examples the political, health, and sports PR to highlight the features of each activity environment and to identify even more clearly the distinctive features of the PR in the field of art. Factors, such as labour productivity and particular forms of its intensification in art, problems of diversification of creative risk and complexity of artistic product, are analyzed. Emphasis is placed on the special role of the human factor and the fact that the stage products are not subject to market principles. The author implies the conviction that all these characteristics define the nature of public communications in art. The work emphasizes that a very good understanding of the essence and specifics of art as a “working environment“ is required for their quality application, and only through professionalism in communications an agreement, trust and cooperation can be achieved between creative institutions and their target audiences.

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