Izvorni znanstveni članak
https://doi.org/10.47960/2303-7431.20.34.2025.7
PUBLIC RELATIONS CHALLENGES AND PRACTICES IN ZAGREB THEATRES
Martina Klenović
; Sveučilište u Zagrebu, Fakultet hrvatskih studija
*
Krešimir Dabo
orcid.org/0000-0001-9260-7384
; Sveučilište u Zadru, Odjel za primijenjene komunikacijske znanosti
* Dopisni autor.
Sažetak
The paper analyzes public relations strategies in the three largest municipal theatres in Zagreb and their role in attracting and retaining audiences. A mixed-methods research design was applied. The qualitative strand comprises semi-structured interviews with public relations practitioners, and the quantitative strand an audience survey (N = 146). The findings indicate a predominance of proactive public relations strategies, alongside varying levels of professionalization of digital channels. Official websites emerge as the primary source of information, while social media play a significant but complementary role. Audiences expect greater channel integration, higher interactivity, and message tailoring to age and interest segments. The main obstacles are financial constraints, a shortage of specialized staff for digital communication, and the absence of systematic audience research and impact evaluation. In conclusion, the theatres are already achieving positive effects with proactive strategies, but further development requires the professionalization and integration of digital channels, the introduction of standardized measurement instruments, and the development of interactive and participatory formats that foster deeper engagement and audience loyalty.
Ključne riječi
public relations in culture; theatres; communication strategies; audience development
Hrčak ID:
341971
URI
Datum izdavanja:
15.12.2025.
Posjeta: 487 *