ABSTRACT
This chapter focuses on the communication between the public relations manager and individual audience members and media workers. Arts managers of smaller organisations often assume the role of publicity or public relations managers. The public relations manager communicates within the organisation with The public relations manager communicates externally with Tools of communication include Although communication is possible in an extremely diverse range of outlets, it is important that the organisation is regularly and objectively considered as a whole by the public relations manager. Developing good working relationships with appropriate journalists is essential to the public relations manager's role. It is the role of the public relations manager on such occasions to acknowledge the presence of journalists, either publicly or privately, and provide them with informative media kits. The ability to match the needs of the organisation to those of the community and to use this knowledge constructively is part of the public relations manager's brief.
