2023/2024
PR and Сollaborations in Arts and Culture
Type:
Mago-Lego
Delivered by:
Department of Management
When:
2 module
Open to:
students of all HSE University campuses
Instructors:
E. Shekova
Language:
English
ECTS credits:
3
Contact hours:
24
Course Syllabus
Abstract
This course covers the theoretical aspects of Public Relations and collaborations, and how it could be applied for the arts and culture. The special attention is paid for PR instruments and types of collaboration that are widely used by cultural organizations. During the course students will learn how to design a PR campaign, develop and assess collaborative projects.
Learning Objectives
- to introduce students the role of PR and collaborations in marketing communications of cultural organizations
- to develop practical skills in designing of PR campaigns and collaborative projects in the arts and culture
Expected Learning Outcomes
- Understand the role of PR and collaborations in the arts and culture
- Able to use PR instruments and types of collaboration for the cultural organizations
- Able to design a PR campaign and a collaborative project in the arts and culture
Course Contents
- Introduction to PR and collaborations in the arts and culture.
- PR instruments in the arts and culture
- PR campaigns in the arts and culture
- Collaborations in the arts and culture
Assessment Elements
- Project 1 Presentation.Choose a case of a PR campaign in the arts and culture. Outline the strengths and weaknesses of the PR campaign, its target audience, and assess the outcome of the PR campaign. Suggest how the PR campaign could have been improved. Prepare a presentation (5-7 slides) to report your findings.
- Project 2 Presentation.Prepare a cultural project proposal for a sponsor (Gazprom). Identify the collaborative benefits for a sponsor and the amount of requested support. Prepare a presentation (5-7 slides) for your cultural project proposal.
- ExamExam in written form consists of 15 questions, including multiple choice questions and open questions tasks.
Interim Assessment
- 2023/2024 2nd module0.5 * Exam + 0.25 * Project 1 Presentation. + 0.25 * Project 2 Presentation.
Bibliography
Recommended Core Bibliography
- Events management, Bowdin, G. A. J., 2011
- French Y., Runyard S. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions / Y. French, S. Runyard – NY.: Routledge, 2011. – 376 p.
- Strategic planning for public relations, Smith, R. D., 2013
- Vo, D. G. (2021). Industry Influencer: Growing Your Brand Through Meaningful Connections and Engagement Online. Morgan James Publishing.
Recommended Additional Bibliography
- Caywood, C. L. (1997). The Handbook of Strategic Public Relations & Integrated Communications. New York: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=51946