IMPACTO DE LAS RELACIONES PÚBLICAS EN LA PROMOCIÓN DE EVENTOS CULTURALES. CASO: TEATRO SÁNCHEZ AGUILAR

Abstract

The theater and the spaces where the works are presented are inseparable duality. From this perspective, the research focused on the problems that face each other: the little interest that theatrical presentations arouse in the audiences of Guayaquil and the economic losses faced by cultural institutions. The purpose of the study was to link Public Relations with the promotion of cultural events, with the purpose of knowing the incidence of the same in the change of attitude of the public and the increase of the box office of the theater. An in situ and qualitative study was designed, bibliographic sources were processed. The results reveal that the reporting subjects attend the theater in greater percentage once a year, every six months, three months and the rest never. This confirmed the problematic and demonstrated the little cultural level on the part of the guayaquileños. Public relations academically is designed to impact on event promotion in general, but there is little information on PR techniques to promote a theater-like cultural event. For these reasons it is recommended to adopt the principles that apply to cinematographic productions for film and television