by Keith Diggle
EDUCATIONAL PR sets out to win over the hearts and minds of those who are presently an UNAVAILABLE AUDIENCE as far as you are concerned – those who are INDIFFERENT OR HOSTILE to your arts organisation or your arts programme.
The Audience Development Arts Marketing Model shows information, influences, concepts etc. from what is called the Product/Producer Amalgam feeding into Corporate and Product Publicity. These publicity activities are focused downwards (on the model) to influence the Available Audience and upwards to influence the Unavailable Audience.
The Product/Producer Amalgam, the combination of influences from the creator of Product, the selector of Product and the presenter of Product, will in almost every case choose a different type of Product for the Unavailable Audience from that made, selected for and presented to the Available Audience – but it will be very closely associated and similar to it.
Where the intention is to change attitudes towards an art form, an art programme or an arts organisation (most usually it is all three) there needs to be created within the organisation a micro-organisation that co-ordinates Product and Publicity decisions so that the most appropriate events are selected and publicised in the most appropriate way. Unlike marketing directed towards the Available Audience (where Corporate and Product Publicity are relatively uncomplicated – one is speaking to the converted after all) this micro-organisation is deemed to be a vital part of the Audience Development aspect of A.D.A.M.: its function is that of Educational Public Relations.
(If you do not like this term Educational PR – and I have had feedback to suggest that some people don’t – then pick another one. All that matters is that we agree that it needs to be enshrined within A.D.A.M. and that its function is vital if Unavailable Audiences are to be converted into Available Audiences).
The basis of this work is outlined in Chapter 12 of Keith Diggle’s ARTS Marketing and important pioneering thinking and details of practical application are to be found in Waiting in the Wings*(Morison and Dalgleish. New edition published 1993. American Council for the Arts).