To understand the role of PR in the cultural and artistic world, one must first see what it actually is.
So, PR (Public Relations) is a branch of communication that deals with managing and building the public image of a person, organization, or institution. The main goal of PR is to develop and maintain a positive image in the eyes of the public.
For an artist, PR can be very important in promoting their music and building a fan base. Through PR campaigns, an artist can make their music known to the public, draw attention to their events, and build a positive image. PR campaigns can include press interviews, press releases, social media posts, and many others.
Regarding public institutions, PR can help build a positive image in the eyes of the public and can be used to promote events, initiatives, or awareness campaigns. Additionally, PR can be used to manage image crises and to provide the general public with information on certain topics.
Even though PR is targeted towards artists or institutions, it plays a very important role in promoting classical music events such as festivals, concerts in unusual locations, masterclasses, and more. We cannot effectively promote a festival without a solid PR campaign, especially in a digitized world where people walk past cultural institutions without following the events proposed in a season or any information about unique events organized by the respective cultural institution.
What are the steps to a successful PR campaign?
The first and most important step is defining objectives. Before starting the PR campaign, objectives must be established. These can be, for example, increasing visibility, improving image, promoting an event or you as an artist.
After that you need to identifying target audience. It’s important to identify the audience we want to address with our PR campaign so that our message is as relevant as possible and reaches the right people but also identifying the public that would not usually be interested in your field and try to understand why this category does not participate to events organized by you.
The most complex part is developing the message for your future public. Once we know who the target audience is, we need to develop our message. The message should be clear, coherent, and reflect the objectives established earlier.
You must select the communication channel very well. There are many communication channels available, such as traditional media (newspapers, magazines, television), online media (news sites, blogs), social networks, and many others. It’s important to choose the channels that best suit our target audience.
After establishing the objectives, target audience, message, and communication channels, the next step is to implement the campaign. This can involve writing press releases, organizing events, interviews with the press, publishing content on social networks, and many others.
Don’t forget monitoring and evaluating the campaign. It’s important to monitor and evaluate our PR campaign to see if it has achieved the objectives established. This will allow us to make timely adjustments and improve future campaigns.
Keep in mind that a PR campaign is aimed at promoting an event organized by an institution or an artist, and is only a branch of marketing because the focus is not on personal or institutional promotion, but rather on the effective promotion of the event organized by you, which leads to personal or institutional promotion as a result of a successful PR campaign.
For more info check: https://www.youtube.com/watch?v=O90jv0q_hiE
