PR and Сollaborations in Arts and Culture
Райтер Ксения Алексеевна
- Gain knowledge about the role and place of PR and collaborations in marketing communications and marketing strategy of the company.
- Disclose students the effective use of basic and PR-Tech tools and collaboration mechanism in the art and culture industry.
- Develop practical skills related to the rules of successful planning, implementation and control of PR campaigns and event PR.
- Obtain how to implement product placement tools, create accomplished relationships with opinion leaders and develop effective collaborations with brands, influencers, artists and cultural figures.
- - Understand public speaking, including through technical means; - extract implicit information from an oral message of a monological or dialogical nature;
- Affective mechanisms of decision-making
- Able to think critically and interpret the experience (personal and of other persons), relate to professional and social activities
- Able to solve professional problems based on synthesis and analysis
- Learn the conceptual application of marketing communications, PR campaigns, product placement, collaborations and influencers.
- Able to plan and promote PR campaign & collaboration in art and culture.
- PR concept and features in art and culture
- Technologies and PR tools. Planning PR campaigns
- Event as a PR tool
- Product placement and opinion leaders in culture and art
- Mutual PR and collaborations.
- 2022/2023 2nd module0.25 * Exam + 0.25 * Teamwork + 0.25 * Individual work + 0.25 * Teamwork
- Bowdin, G. A. J. (2011). Events Management (Vol. 3rd ed). Oxford, U.K.: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=459613
- French Y., Runyard S. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions / Y. French, S. Runyard – NY.: Routledge, 2011. – 376 p.
- Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
- Smith, R. D. (2017). Strategic Planning for Public Relations (Vol. 5th edition). New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1520201
- Theaker, Alison. The Public Relations Handbook, Taylor & Francis Group, 2011. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=957791.
- Vo, D. G. (2021). Industry Influencer: Growing Your Brand Through Meaningful Connections and Engagement Online. Morgan James Publishing.
- Carpenter, G. S., & Shankar, V. (2012). Handbook of Marketing Strategy. Edward Elgar Publishing.
- 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
- Dilenschneider, R. L., & American Management Association. (2010). The AMA Handbook of Public Relations. New York: AMACOM. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=297800
- Hutton J. G. The definition, dimensions, and domain of public relations //Public Relations Review. – 1999. – Vol. 25. – №. 2. – P. 199-214.– ISSN 0363-8111
- McKenna-Cress, P., & Kamien, J. (2013). Creating Exhibitions : Collaboration in the Planning, Development, and Design of Innovative Experiences. Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=634917
- Sevil Yesiloglu, & Joyce Costello. (2021). Influencer Marketing : Building Brand Communities and Engagement. Routledge.