TY - JOUR
TI - Communicating a local cultural institution on the example of Elbląg Cultural Society in Elbląg
AU - Lusińska, Anna
TI - Communicating a local cultural institution on the example of Elbląg Cultural Society in Elbląg
AB - 
	The article joins the discussion on marketing communication of Polish cultural institutions that are also public benefit organizations. The aim of the article is to identify and analyse selected forms and tools used by the Elbląg Cultural Association – a Public Benefit Organization in Elbląg to communicate with the local community and an assessment of this communication. Research methods such as face-to-face interview, case study, desk research and participant observation were used. Research has shown that the majority of Polish local cultural institutions conduct marketing communication in an inept manner, without preparation, without a strategy of action, implementing most often broadly defined Internet promotion. The Elbląg Cultural Association communicates correctly, in a well-planned and efficiently organized manner with its local community. Using various communication tools, it implements many cultural projects, informing the public about them well in advance. It does not remain indifferent to comments and ideas obtained in the form of feedback from participants of cultural events.
VL - 2020
IS - Issue 2 (9) 2020
PY - 2020
SN - 2451-1986
C1 - 2544-2554
SP - 73
EP - 91
DO - 10.4467/25442554.MBK.20.018.13182
UR - https://ejournals.eu/en/journal/media-biznes-kultura/article/komunikowanie-lokalnej-instytucji-kultury-na-przykladzie-elblaskiego-towarzystwa-kulturalnego-w-elblagu
KW - communication of public benefit institutions and organizations (NGO)
KW - cultural institutions
KW - external communication
KW - marketing communication
KW - social communication.