Communication and the Culture Industry's blog

#CICEvents | Inaugural conference of the 2021-2022 academic year of the Master in Specialized Communication, by Pepe Zapata, director of TRESC

Published on 26 November, 2021

Pepe Zapata inaugurated the 2021-2022 academic year of the Master in Specialized Communication with the talk “Public and Culture. The public at the center of the communication strategy of cultural projects ”. This conference was part of the series of celebrations of the #10yearsCIC.

Zapata, director of TRESC, the most important cultural community in Catalonia, explained the main factors that have to define a successful communication strategy in the cultural sector, highlighting the importance of always keeping the target audience in mind.

During his master class, Zapata defined cultural experiences as something more than a final product, since they have to be designed and planned considering the whole package. In fact, when we talk about culture, we often focus only on the product itself and forget what happens before and after. But for the user, the before and the after are also part of the experience.

The director of TRESC emphasized the process of organizing cultural projects, which has to take into account personalization based on real-time data; apart from a strategy that takes into account three fundamental aspects: mission, vision and values. Pepe Zapata ended the talk by highlighting the importance of knowing how to identify the reason to start our project, and the project’s differential value.

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