Tanzrecherche NRW: Classical Tradition / Modern Society by Mirjam Otten

PUBLIC RELATIONS
& MEDIA
‘Exposure is (…) the first step to relevance’ (Schnell, 2014: 41). Reviewing a range of
actions taken by dance companies to embrace modern audiences, Schnell (2014)
describes ballet’s negative public image as the main hurdle to its continued
relevance. In short, ‘(c)lassical ballet has a public relations problem’ (Brinson, 1989:
697).
To Brinson (1989), a first way to address this is changing ballet coverage in print
media. He points to the importance of dance criticism and reportage in shaping the
role of ballet in society. His suggestion is that journalistic coverage should be
ample, aware of the significance of dance and focused on the deeper artistic
dimension of staged works. In order to achieve this, companies might want to
provide more tailored insights events or informational resources for the press.
Beyond print media, the emergence of the film industry has taken an important role
in changing ‘the public’s appetite for, and acceptance of, dance’ (Johnson and
Snyder, 1999: 7), as well as increasing its portability and accessibility (Fisher, 2003).
Because of this, many directors today, for example Lourdes Lopez, AD of Miami City
Ballet, speak in favour of increased broadcasting and televising of ballet when
asked what ballet needs to flourish in the future (Carman and Cappelle, 2014). This
can be done in many different ways: Alastair Marriott would like to see increased
distribution of online content via digital platforms or television channels such as
SkyArts. Katy Sinnadurai points to public live streaming of performances, which can
eliminate financial access barriers and thus helps reach as wide an audience as
possible.
Expanding the view to wider media exposure, Crystal Costa highlights the large
amout of publicity and marketing dedicated to sports. She argues that this heavy
exposure biasses the public’s preferences towards sports rather than culture. This
insight stresses the importance of widespread and engaging media campaigns in
culivating a social appetite for ballet.
Classical Tradition // Modern Society 32