Full Record

New Search | Similar Records

Author
Title Strategic Communications Management in Arts Organizations
URL
Publication Date
Date Available
Degree MCM
Degree Level masters
University/Publisher McMaster University
Abstract

The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications on organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. As a mission-based field, the not-for-profit arts sector operates under the premise that it must find a market for its product, instead of finding a product for its market. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and its market. In particular, this thesis analyzes the following components of strategic communications management, in relation to the practices of the Canadian arts sector: relationship management/marketing, interpersonal relationship values, organization public relationship values, and market orientation.

Thesis

Master of Communications Management (MCM)

The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications for organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and patrons.

Subjects/Keywords Strategic Communications, Arts Marketing, Organization Public Relationships, Relationship Marketing, Market Orientation, Product Orientation, Strategic Management, Strategic Orientation, Performing Arts, Not-for-Profit
Contributors Sevingy, Alexandre; Meath, Michael; Communications Management
Language en
Country of Publication ca
Record ID handle:11375/19170
Repository mcmaster
Date Indexed 2019-01-09

Sample Search Hits | Sample Images

…apply  to  interpersonal  relationship  values,   organization-­‐public  relationships,  market  orientation,  and  relationship   management/marketing  can  fill  the  cognitive  gap  between  the  customers  and…

relationship  with   the  product  itself  rather  than  the  needs  of  their  customers.    This  thesis  proposes  that   due  to  the  product  orientation  model  of  not-­‐for-­‐profit  arts…

…x29;  how  and  to  what  extent  relationship     5   STRATEGIC  COMMUNICATIONS  MANAGEMENT  IN  CANADIAN  NOT-­‐FOR-­‐PROFIT  ARTS   ORGANIZATIONS   marketing  is  a  viable  component  of  this…

…x28;Colbert,  2014).     Product-­‐orientation  is  a  form  of  strategic  orientation  that  informs  both  the   creation  and  marketing  of  PAOs’  artistic  products  (Voss  &  Voss,  2000…

…2000). For these reasons, the role of marketing and communications in this sector has traditionally been tactical: artistic directors make decisions on programming and it…

…is  the  responsibility  of  marketing  and  communications   staff  to  disseminate  the  message.       For  the  purpose  of  this  paper,  an  “arts  organization”  refers  to  a  not-­‐for…

…arts organizations demonstrate a product orientation in the design and delivery of their products. Product orientation is a type of strategic orientation whereby an…

…commercial   organizations  that  practice  a  market  (or  customer)  orientation  in  the  design  and  delivery     1   STRATEGIC  COMMUNICATIONS  MANAGEMENT  IN  CANADIAN  NOT-­‐FOR-­‐PROFIT  ARTS…

.