Accelerating Relations and Training for Public Relations in the Entertainment and Creative Sectors

Through this project, we aimed to bring about a meaningful shift in how communication is understood and practiced within the creative sector, particularly among those who often fall outside of mai...

Through this project, we aimed to bring about a meaningful shift in how communication is understood and practiced within the creative sector, particularly among those who often fall outside of mainstream support systems. We wanted to empower PR professionals with the tools and language needed to support artistic expression, not just promote products. At the same time, we hoped to give independent artists—especially those in rural or underrepresented contexts—the skills to advocate for their own work, reach new audiences, and build visibility in a competitive, digital-first environment. Our goal was not only to build capacity, but also to build confidence, connection, and shared vocabulary across borders. We saw this project as a way to explore and test a practical, modular training approach that could be replicated or adapted for different cultural contexts. More broadly, we wanted to contribute to a more inclusive and sustainable creative ecosystem in Europe, one where communication is not a barrier, but a bridge.

The project followed a structured sequence of transnational and educational activities, aligned with the KA210-VET priorities. Project management was conducted throughout (Feb–Nov 2025), ensuring coordination, documentation, and partner communication. The first phase focused on developing the nine-module Artistic PR curriculum (Feb–Apr), led by Morten Bruun. A 4-day training of trainers took place in Oslo (1–4 July 2025), where Romanian professionals were introduced to artistic advocacy, digital PR, and creative storytelling. The curriculum was refined and piloted in Bucharest during a hybrid training workshop (11–12 September 2025), attended by 31 communicators, cultural professionals and emerging artists. Activities included applied coaching, practical simulations, and digital support. Finally, on 29 October 2025, a public dissemination event was held at artist Adrian Ilfoveanu’s studio in Bucharest, gathering PR experts, artists, trainers, and stakeholders. Results were shared via EPALE, and social media. All activities were delivered on time and exceeded participation expectations.

The project delivered a modular Artistic PR curriculum (9 thematic units) tailored to vocational use in cultural communication, now openly available on both partners’ websites. It was tested in Oslo and piloted in Bucharest, where 31 participants—50% more than planned—benefited from hybrid, applied training. Several participants have since reused the curriculum independently. A key output is the ART-PRESS Toolkit, a public resource compiling the full curriculum, trainer guidance, exercises, and storytelling strategies. Available online as an open-access PDF, it ensures replicability and post-project use. Communication outcomes exceeded projections: 85,000+ views via Facebook (+1,444.7% increase), 90% from non-followers; results were shared via EPALE, the Erasmus+ Project Results Platform, and local press. The Communication ON team was profiled as trainers, contributing to field visibility. The final event gathered 30+ stakeholders, with sustained interest for follow-up. The toolkit and digital channels ensure ongoing use, well beyond project duration.