THE ROLE OF PUBLIC RELATIONS IN THEATRE MANAGEMENT
Faculty
Department
Year of Publication
upload
Publication Type
Abstract
This study examines the role of Public Relations (PR) in the management of the academic Theatre of the university of Benin , with a specific focus on it's impact on Audience engagement, ticket sales, and overall Organizational Success. The research was motivated 5 by the need to address the frequent oversight of strategic communication within theatre management, where artistic elements are often priortized. Employing a descriptive survey design, data was collected from a purposive sample of 150 students using a structured questionnaire and analyzed through frequency tables and percentages. The findings reveal that digital PR Strategies, particularly social media content and behind the scenes materials, are Paramount in engaging the modern student audience, whereas traditional methods like flyers are less effective. A strong direct correlation was established between PE efforts and ticket sales, with effective promotion and targeted discounts Significantly influencing purchase decisions . The study concludes that PR is a critical strategic management function essential for building reputation, fostering community, and ensuring the financial viability and long term sustainability of Theatre organizations . It is recommended that theatre management strategically integrate digital PR, professional branding, and community building initiatives into their core operational plans. Keywords: Theatre production, Technology integration, creativity, Artificial intelligence, capacity Building
Supervisor(s)
co-supervisor


