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Communication Strategy in Cultural Spaces

The case of the Library and the Free University of Peristeri

SUMMARY
odern cultural institutions need to rely on a well-designed strategic plan that will
help them compile a table of contents, where all the key actions and the resources
needed for the achievement of their goals will be designed with a holistic approach.
Key components of strategic planning are the development of audience and the
leveraging of media and tools towards that end. Specifically, the pursuit of this thesis
is to investigate the Communicative Strategic Planning process followed by the
Municipality of Peristeri through the Library and the Free University in connection
with the audience, with the expected result for proposals that will help the Cultural
Organization to fulfill its purpose.

The thesis is divided into two parts. The first part develops the theoretical part and
thoroughly explores the extant literature (Greek and foreign), in the fields of
communication, cultural management of libraries, cultural communication, strategic
planning. The second part presents the finginds of an empirical research project that
was based both on primary and secondary data that emerged through a questionnairebased survey with and personal interviews with personnel of the examined cultural
organizations. Following, at the end, conclusions are exported and suggestions are
made. In conclusion, the survey captures the cultural reality of the municipality of
Peristeri and highlights the importance of strategic communication planning for
cultural sites.

Keywords : Communication, Information, Culture Areas, State - Municipal Libraries,

Communicative Strategic Planning, Development of Audience, Groups of audience,
Media of Attraction, Public Library and the Free University of Peristeri


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