Context

The project responds to the lack of specialized training in artistic PR and communication for creative professionals in Romania. Artists and cultural workers often lack tools for digital presence, advocacy, and strategic communication. ART-PRESS develops a transnational, practice-based methodology, co-created with partners from Romania and Norway, to enhance visibility, sustainability, and social relevance of artistic work.

The training is situated within the Erasmus+ KA210-VET framework, addressing the need to adapt vocational education and training to labour market demands in the cultural and creative industries. It contributes to lifelong and continuous learning by providing structured training for professionals who previously relied on informal and fragmented approaches to PR. The course also draws on non-formal and adult education practices, using methodologies and resources from EPALE and pilot workshops that make knowledge accessible to independent artists outside formal education systems.

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Overall Objectives

• Equip artists, artist managers, and cultural professionals with communication and PR skills adapted to the creative sector.
• Strengthen the capacity to build authentic and coherent artistic narratives.
• Promote intercultural dialogue and cross-border collaboration in the arts.
• Support advocacy and sustainable positioning of artists in the wider cultural ecosystem.

Target Audience

The training is designed for communication and PR specialists transitioning into artistic PR, artist managers in the film and music industries, and independent artists from underserved contexts. It addresses young professionals (18–35), mid-career specialists (35–50), and re-oriented professionals (45+) who seek new pathways in the creative industries.

Learning outcomes

• Define and communicate their artistic identity with authenticity.
• Build a coherent digital presence and narrative.
• Translate artistic work from object to experience using emotional and interdisciplinary tools.
• Apply advocacy and PR strategies to build institutional and community relationships.
• Map their artistic ecosystem and design communication strategies.
• Create a personal manifesto to guide their communication practice.

Target Skills and Competencies

• Develop and manage artist brands and identities.
• Build and sustain strategic media relations for arts and entertainment.
• Apply crisis management approaches suited to the cultural sector.
• Operate effectively in cross-border and intercultural communication settings.
• Engage in co-creation and collaboration with institutions, partners, and audiences.
• Strengthen digital competencies: online visibility, social media strategy, digital storytelling, event promotion, live-streaming, and resilience in adapting to digital transformation.