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.
| Identifer | oai:union.ndltd.org:mcmaster.ca/oai:macsphere.mcmaster.ca:11375/19170 |
| Date | 14 June 2016 |
| Creators | Weir, Diana M. |
| Contributors | Sevingy, Alexandre, Meath, Michael, Communications Management |
| Source Sets | McMaster University |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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