1. Aspects and formats of art mediation ? traditional and innovative approaches, benefits of participation. 2. Targeting and implementation of promotional activities ? target groups and information transfer strategies, outputs and indicators, moment of documentation and its ongoing and subsequent usability. 3. Verbal and non-verbal communication - self-presentation as a primary communication tool - rules of conduct, content presentation and its effective use for the initial engagement of a potential customer or sponsor. 4. Communication skills for artistic operation ? aspects of written formal and informal communication (application, offer, request, portfolio, formal letter to sponsors or partners, invitation) for PR and FR purposes. 5. Representation ? formation of meanings, coding and reading of visual signs, media in everyday cultural operation. 6. The brand as a means of communication ? branding, i.e. the brand as a communication tool, the creation of meaning within the framework marketing reach, brand as a product and as an organization, brand personality, positioning. 7. Media reality ? work with the media, sustainability of mutual relations, media communication, advertising, partnership, work on social networks and communication potential, long-term communication strategy. 8. Systems within Public Relations ? time schedule, media mix and communication tools, promotion formats. 9. Fundamentals of fundraising (FR) ? fundraising of art projects, FR rules, fundraising argument. 10. Fundraising tools according to providing sources, motivation of donors and creating a basic FR presentation. 11. Personal fundraising and creation of FR plan to support the event. 12. Presentation of papers ? FR presentation for the selected target group.
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As part of the course, the teaching focuses on gaining an overview of the possibilities of using the marketing tool public relations (PR) in cultural organizations, and introduces the potential of the brand in the field of long-term marketing. It is supplemented o practical exercises and planning the promotion of activities or activities of the organization, creation of communication tools. It develops competences for communication and self-presentation within the artistic and cultural operation and the skill of working with information and their use for the stated purpose. Furthermore, they will get to know the methods and tools of fundraising in the field of culture, they will learn to create an FR plan and motivational strategies towards potential donors or sponsors.
The gained capabilities constitute an encompassment and an aquirement of knowledge and experience in the subject and are aimed at a profile´s fulfilment of the graduate of the given field of study.
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