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CULTURAL MANAGEMENT PROGRAM University of Barcelona
CULTURAL ENTREPRENEURSHIP Communication strategies
In cultural projects, communication is an important part of the project.
Traditionally, in cultural projects, we focused many efforts
in the creation, production and management of the project,
but sometimes we did not take into account the importance of making the project
available to the market, available to the target public.
Culture needs to be echoed in the media.
In communication, different kinds of mechanisms should be used:
the usual mechanisms, that is why they are there, we should not disregard them,
but knowing that usually we will not have transcendence.
In the USA the industry is really powerful, the 20 most important entertainment companies
have shares in mass media, and with that, everywhere.
That is, how many big communication companies are there in Spain?
Then, it is very difficult to appear on them, but you must try.
Our criteria depend on our clients, the media,
and this is all that we see everyday on TV, radio, written press,...
For instance, exhibitions are products that sell really good,
as well as great collections in great museums.
We receive everyday about 150-200 notifications related to culture only.
The first thing the journalist takes a look at is the sender of those emails,
if the sender is a reliable source, organization, company or consortium,
obviously, those will be the notifications which he will open and read carefully.
If we talk about communication strategy in the sense of where do we want to have presence,
we want to be present in all specialized media.
There are different ways of being present in those media:
one, is through agreements with the media,
or we also have another method, the indirect aids.
At present our source to have presence in the media is, basically, the agreement.
That is, an agreement where you advertise me in your media,
and I advertise you in my media.
Media are a very important source but the number of mechanisms to connect
directly with the target public is increasing.
Be it through new technologies, social networks,
direct marketing, stick marketing, etc.
I think all new mechanisms are compatible, it is possible to use all them,
because it is cheap and easy. But keeping the neutrality in the net is essential.
The biggest danger and the biggest fight is that they want to control what you are doing.
Bet on the 2.0, which are easy, bet on the social networks and bet on the mobility.
You have care about the communication not only when you are interested in doing it,
you should always make communication.
Often, when something does not work as expected, it is due to a communication error.
When there is so much information, you should send short but interesting messages,
and look for what makes you different.
You have to look for something at which you are better than the rest.
Maybe it is not the case but you should sell it as if yours was better.