This is the programme’s ninth online course for cultural managers. Through its previous courses, listeners learned how to write project proposal, plan advocacy campaigns and draw up a budget for cultural initiatives . According to Andrey Kulakov, communication with the audience should not be the last item on the list, but rather it is one of the most important components of planning.

You should take the course if:

1.    You are planning a cultural or social project and you want to establish communication with your target audience. After listening to the first lectures, you will have a step-by-step plan to attract the interest of potential customers and to eventually retain them as loyal clients.

2.    You want to make communication with journalists as effective as possible. The expert recommends providing the media with the most useful information that can become news. You will learn from the online course what makes news and texts interesting and useful.

3.    You intend to build long-term and honest communication with clients, without resorting to propaganda and manipulation. According to Andrey Kulakov, values and trust are the basic principles of strategic communication. The course will help you comprehend why it is important that your values system and that of your target audience converge.

The format of the Culture and Creativity Programme for online courses is functional: each course consists of lectures that are no more than 30 minutes long; you always have access to additional resources; and afterwards, you can take a short test to receive a certificate.