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20th July 2011 Sara Lock

Brave New World 2

How should we work with people inside and outside the arts sector to build relationships with audiences?

The Brave New World AMA Conference in Glasgow has the lofty ambition of helping the arts to 'thrive not just survive'. This isn't easy at a time of reduced resources, whether they be as a result of economic circumstances or changing public support or both.

What is it realistically possible for us to do, as arts marketers in these circumstances? And what practical steps can we take? Here are a few more ideas in this second special blog post from a range of people involved in the arts.

Roberta Doyle, Director of External Affairs, National Theatre of Scotland would like us to think about collaboration in a different way …


Pim Baxter, Communications and Development Director and Deputy Director of the National Portrait Gallery in London, has been nominated as a 'woman to watch' by the Cultural Leadership Programme stating that her ability 'to influence and collaborate' requires greater recognition. In this extract she shows how even for an organisation as well known as the NPG it is necessary to make the best of resources by working with others.


It makes sense to use the 'free' tools at our disposal, but it can be easy either to get carried away or to be daunted by the myriad possibilities on offer. Nils Petter Nordskar has been a copywriter and consultant in advertising, media and on the internet since 1975. He takes a particular interest in the cultural sector and has won several awards including the Gold Pencil. Here he argues for the importance of using the social media tools at our disposal.


Susan Hallam has been a popular speaker at AMA events and her spring series of workshops had excellent feedback. One of the key reasons for this is the way in which she looks at how our online work and use of social media leads into real tangible benefits for our organisations, most notably increased audience and visitor attendance. As her tag line at her internet consulancy says: 'we don't play with the toys .. we mean business.'


So, there we have a few opening thoughts about how we might help the arts to 'thrive not just survive'.

As the conference progresses, there will be more reactions, reflections and ideas from the blogging team. Feel free to make your own comments here or via Twitter using #amaconf and let us know if you are writing your own blog about the conference as we'll make a round up of these at the end of the conference too.

Jonathan Goodacre

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