Strategic Communications Management in Arts Organizations

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.