THE IMPORTANCE OF MEDIA RELATIONS AND MEDIA PATRONAGE FOR CULTURAL INSTITUTIONS
THE IMPORTANCE OF MEDIA RELATIONS AND MEDIA PATRONAGE FOR CULTURAL INSTITUTIONS

Summary/Abstract: Media relations are a major communication tool for cultural institutions, however it has not been properly managed in most of them as many managers do not appreciate this range of activities in the strategy of their businesses. The article explains why media relations should be treated as a strategic activity in the cultural institutions with regard to the interest of both media and the organizers. It explains the importance and functions of media patronage for the cultural institutions on the competitive market.

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