Issue 281

Communicating with audiences

Image of people seated
Photo: Joel Chester Fildes

Anne Torreggiani asks whether belt-tightening is driving us to think more strategically about how we communicate with audiences.

How is austerity affecting the ways in which we communicate with audiences? At The Audience Agency we have been thinking about this and how we need to adapt to meet the sector’s changing needs. The combined view of my colleagues who work with cultural organisations across England and Wales offers an interesting snapshot.

All agree that the picture is mixed. The inevitable rise of digital communication has changed the landscape, but not always to good effect. Pressure on staffing...

Also in this feature

Image of Library of Birmingham

Pete James and Nicola Shipley discuss how taking exhibitions into public spaces has allowed photography hub Grain to meet new audiences.

Image of Macbeth poster

How relevant is outreach marketing in a world of digital communications? Hardish Virk believes there is still a place for talking to people on the street.

Screenshot of Midsummer Night's Dreaming webpage

Amy Rushby explains how digital technologies have allowed the RSC to extend its reach and provided more opportunities for it to get creative.

Image of circus performance

How do you attract audiences to see contemporary dance companies that they may never have heard of? Jeanette Siddall has some ideas.