UDC: 659.4:792.091(497.11 Beograd)”2010/2011” ; 659.13/.16

DOI: 10.7595/management.fon.2012.0034

The subject of the paper are the PR activities by The National Theatre in Belgrade. The researcher intends to explore and undertake the quantitative and qualitative analyses of Public Relations implemented during the 2010/11 seaso, by The National Theatre in Belgrade. According to the latest updated research, The National Theatre in Belgrade was the most-visited Theatre in our country in the past season, and this paper intends to assess the role and the value of PR activities by the Theatre in gaining the successful rate. Since PR activities are one of the key elements of promotion, the main goal of the paper is to establish the extent of its contribution in the achievement. Special goal is to diagnose the disadvantages in the implementation of Public Relations, followed by further recommendation and potential solutions and options, for the purpose of removing determined irregularities.

Keywords: PR activities, The National Theatre in Belgrade, Marketing, Promotional mix

Svetlana Miladinović¹, Dragan Đurić²

¹Zvornik Theatre “Kapitalina Eric”, Republic of Srpska

²Ministry of Finance and Economy, Republic of Serbia

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