Is there a Legitimate Role for Public Relations in the Arts?

Abstract

Public relations is often considered a function of fund raising by arts institutions. This is particularly true in the United States, where the tax laws encourage both individual and corporate contributions to nonprofit institutions. Through a variety of techniques, public relations has helped arts institutions gain visibility for their programs and stimulate community and corporate interest in specific projects. In recent years there has been concern about the introduction of hype into the art world. There is little evidence that either the practice of public relations or the increasing financial support from corporations is creating an overpromoted environment in the arts. Public interest in blockbuster exhibitions and other special events has developed spontaneously. There is also no evidence that arts institutions are compromising their integrity in seeking support from business. Corporate support of the arts can help achieve marketing results or be aimed exclusively at helping the community. Whatever the motivations, they provide opportunities for business people to demonstrate leadership in our society. Public relations can play the important role of helping to find common ground on which both business and the arts can seek to achieve their objectives.