Cultural communication

Abstract

In the current leisure market, the concept of “being good” is no longer sufficient. Beyond what can or cannot be qualified as such in the cultural environment, the market structure has changed in such a way that organisations which are not capable of presenting themselves to their potential public will become lost in the sea of information that floods the range of information on offer to consumers of culture. Developing an appropriate communication strategy is not complex, but it does require a profound knowledge of the public and its behaviour in terms of media consumption, in addition to rigorous planning. Therein lies the importance of managing and appropriately inserting communication into the marketing management department of cultural organisations.