Pregled bibliografske jedinice broj: 797643
Strategic Communication In Culture – Analysis and Communication Recommendations for Croatian National Theatre in Zagreb
Strategic Communication In Culture – Analysis and Communication Recommendations for Croatian National Theatre in Zagreb // Communication Management Forum 2015 Proceedings / Verčić, Dejan ; Jugo, Damir ; Ciboci, Lana (ur.).
Zagreb: Veleučilište Edward Bernays, 2015. str. 3-18 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 797643 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Strategic Communication In Culture – Analysis and Communication Recommendations for Croatian National Theatre in Zagreb
Autori
Jugo, Damir ; Aunedi Medek, Mario ; Mihanović, Lovorka
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Communication Management Forum 2015 Proceedings
/ Verčić, Dejan ; Jugo, Damir ; Ciboci, Lana - Zagreb : Veleučilište Edward Bernays, 2015, 3-18
ISBN
978-953-58317-1-6
Skup
Communication Management Forum 2015
Mjesto i datum
Zagreb, Hrvatska, 08.05.2015. - 09.05.2015
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
public relations ; strategy ; culture and arts ; opera ; Croatian National Theatre in Zagreb
Sažetak
The Croatian National Theatre (CNT) in Zagreb is the oldest and central theatre institution in Croatia. Considering its complexity, the theatre has the imperative to use decisive public relations activities since it is forced to simultaneously communicate with various publics and stakeholders. The Opera, one of the three theatre program components, continuously records high attendance and thereby is forced to interact with a demanding and specific audience. Based on the presumption that the CNT Opera has no formal communication strategy, the authors of this paper analyze the attitudes, habits and communication needs of the Opera audience compare it to current communication practices. With a survey conducted among the Opera audience of the CNT in Zagreb, the authors analyze the attitudes and opinions of the Opera audience, and based on these findings, suggest one of the possible approaches to the future communication of the CNT in Zagreb. Besides the conclusion that passive communication without a strategic approach dominates throughout the institution, the authors articulate the need for a long-term approach to the younger population that would broaden the current CNT Opera audience. The authors have also drafted recommendations for the long term strategic enhancement of the Opera Department of the Croatian National Theatre in Zagreb.
Izvorni jezik
Engleski
Znanstvena područja
Informacijske i komunikacijske znanosti
