SUSTAINABILTY OF PUBLIC RELATIONS PRACTICES IN CREATIVE/PERFORMING ARTS INDUSTRY IN KENYA

This paper discusses the role public relations can play in the creative arts industry. It examines the objectives, strategies that arts organizations can use in communicating with their diverse audience. The paper argues that creative arts industry in addition to entertaining the audience is a medium of communication that be used for social and economic development. Therefore, those working in this sector at an organizational and practitioner level need to embrace public relations and marketing tools. In order to maximise their creative opportunities and communicate effectively with their publics.