The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications on organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. As a mission-based field, the not-for-profit arts sector operates under the premise that it must find a market for its product, instead of finding a product for its market. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and its market. In particular, this thesis analyzes the following components of strategic communications management, in relation to the practices of the Canadian arts sector: relationship management/marketing, interpersonal relationship values, organization public relationship values, and market orientation. / Thesis / Master of Communications Management (MCM) / The purpose of this thesis is to determine the extent to which strategic communications is being practiced, and its implications for organizational performance in the Canadian arts sector. This thesis discusses the unique characteristics of not-for-profit charitable performing arts organizations within the context of strategic communications. Building on communication and arts marketing theories, this thesis posits that strategic communications management can contribute to the success of arts organizations and address the gap between arts products and patrons.

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