ART‑PRESS, an Erasmus+ KA210 VET project developed in Romania, brought together vocational communication professionals from Romania and Norway to reimagine PR in the arts sector. In July 2025, during a four-day workshop in Oslo, participants turned theory into practice — transforming the project into what could best be described as a living lab for artistic communication.
Led by trainer and arts education expert Morten Bruun, participants explored exhibitions at the Munch Museum not just as visitors, but as storytellers. They decoded how exhibitions communicate, and from there built tailored PR kits — tools designed not for corporate buzzwords, but for cultural authenticity and audience connection.
ART-PRESS is a vocational training initiative supported by Erasmus+ that reimagines how communication professionals can serve the arts sector — not just as promoters, but as cultural advocates. Following a successful workshop in Oslo, this second phase brings the learning home to Romania, empowering a new generation of communicators to shape how art is seen, felt, and understood.
Project objectives
- Build artistic and PR skills
- Facilitate cross-border learning
- Develop digital competencies
The digital branding module marked a pivotal moment. The Romanian team brought a fresh mix of agility and creativity, crafting campaign narratives that resonated with both contemporary culture and artistic values. But beyond the skills, it was the intercultural dynamic that defined the experience. Passion for the arts proved to be a common language, transcending borders and systems.
Contributers
mortenbruun.com 