Investigating the Possibility of Development for Professional Art Public Relations in Taiwan

• Main Authors: Yi-Chien Li, 李依蒨
• Other Authors: Shwu-HuoyTzou
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/86475866189520780838

碩士 === 元智大學 === 藝術與設計學系-藝術管理碩士班 === 102 === The concept of implementing public relations by domestic arts institutions has progressively risen and developed after some parts of museums and art galleries started to set up public relations (PR) departments in 1990s. However, the actual situation of implementation is not applicable due to the shortageof professionalsand insufficient understanding. The concept is more difficult for those small and medium art institutions, such as galleries and gallery associations. Because of the factors like funds and humans, it is hard to set up or cultivate the professionals of public relations even though they realize the importance of PR. In fact, it is more appropriate for arts fields to choose a proper public relations agency (PR agency) besides setting up an interior PR department. The experienced humans and professional resources can assist the art field to get more inspiration. In this study, the findings revealed that the media groups which got involved in the cultural activities also regard their roles as public relations agency andintegratedmarketing company. After the investigation, the researcher thought that media groups would not be the best consideration for assisting arts institutions in the aspect of public relations. Looking back to the cooperation of domestic arts institutions and PR agency, there are many problems due to the insufficient understandings toward arts field by PR agency. In contrast, there is a trend of Art publicrelations agency (Art PR) which has risen in Europe and America. The professional PR in arts field can provide the suitable service and strategies. After the observation of this trend, the researcher tried to think about whether the professional Art PR could be set up in Taiwan. Therefore, the possibility of development for professional art PR in Taiwan was investigated in the current study. The study is divided into five chapters. The first chapter is the background of the study. Public relations and the concept of culture intermediary are mentioned in the chapter two to describe the principle of the roles and functions between media groups and Art PR. The current situation of arts institutions in Taiwan were indicated in the chapter three. In this chapter, the current situation and problems of implementation of Art PR were discussed. The appropriateness of being external PR by media groups was checked in the third chapter. In the chapter four, the possibility of development for professional Art PR in Taiwan was discussed. Take the cooperation of domestic arts institutions and PR agency as an example. The importance of PR agency for arts institutions would be explained. Moreover, the application of foreign Art PR was used to be a model for us and investigated the possible problems in the process of developing professional Art PR. The factors and functions of forming the trend of Art PR were concluded in the chapter five to explain the possibility of development for professional art public relations in Taiwan and to give the applicable suggestions