2012, br. 136, str. 325-339
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PR u kulturi kultura u PR-u
PR in culture - culture in PR
Univerzitet umetnosti u Beogradu, Fakultet dramskih umetnosti
Sažetak
U poslovanju domaćih ustanova kulture ustanovljen je sveprisutan izostanak dugoročnog planiranja ukupnog poslovanja, pa tako i planiranja PR aktivnosti u okviru istog. Stoga je neophodna potreba za reformisanom organizacijom rada i sistematskim pristupom obavljanju PR aktivnosti. Uspostavljanje pozicije u široj javnosti (kroz jasnu misiju, viziju i ciljeve), kao i jasna komunikacija sa prioritetnim interesnim grupama rezultiraju uživanjem ugleda, kao i drugim benefitima na dugoročnom planu. Na kraju, pozitivno i konzistentno pozicioniranje ustanove kulture u javnosti, najefikasniji je metod za privlačenje potencijalnih sponzora i donatora i uspostavljanje trajne finansijske stabilnosti. Sa druge strane, CSR aktivnosti ulaganja u kulturu povoljan su način za uspostavljanje i poboljšanje reputacije privatnih kompanija. Ulaganje u kulturu kao specifičnu i raznoliku oblast proizvodnje duhovnih dobara, na jedinstven način izgrađuje percepciju ulagača kod predstavnika lokalne zajednice kao i šire javnosti - i tako učvršćuje odnose kompanije sa njenim primarnim stejkholderima i dugoročno utiče na održivost u poslovanju.
Abstract
National cultural institutions (especially those in the public domain) still lack a systematic approach to PR planning. There are several reasons to this situation: Passive and closed organizational structures remaining from the communistic period (particularly in public institutions of local communities); Financial instability causing uncertainty of current positions as well as absence of initiative for organizational reform and new employment plans; General judgment that stratified PR is not needed in the cultural field and could be simply integrated into marketing functions. PR is still treated as a synonym for marketing, promotion or media relations and it is usually related to temporary projects and programs. For better positioning of cultural institutions in their communities a strategic approach to PR is obligatory. It offers a way to improve their reputation and attract more potential sponsors and donors. On the other hand, private companies must recognize cultural projects as reliable for future sponsorships and donations. Investing in culture brings a particular kind of reputation in public and improves the position of the companies among major stakeholders and finally, it contributes to the long-term business success. Representatives of research institutions are also stakeholders that should get involved in creating a platform for further improvement of PR planning as well as investing in culture. By carrying out researches related to these important topics, they could put important data to use for cultural planners in cultural institutions as well as on higher levels.
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