Institut Umění – komunikační strategie v oblasti kulturní politiky

Communication is a regular part of public sector institutions, whereas strategic communication management serving to reach set targets is significantly less common. This hypothesis fits well the case of the Arts Institute, which tends to communicate with its target groups in a rather unsystematic way. Communication activities are not planned or evaluated, even though its main mission is to support and present arts and culture. Theoretical part of the thesis is focused on the communication in the public sphere and its specifics in relation to PR. Different forms of PR are defined as a result of literature-based research. It describes how to work with various target groups, what communication tools to use and what constitutes effective communication strategies. Practical part of the thesis presents communication strategy of a particular project lead by the research section of the Arts Institute. The strategy is based on strategic analysis and communication audit and therefore gives a clear and complex picture of the Arts Institute functioning and its environment.