Communication management in the process of creating the festival’s image

Summary The object of study in current master‘s thesis – the communication management of festivals. The purpose of thesis – to reveal the peculiarities of the communication management of festivals. The main goals of thesis are: to discuss the specifics and organizational context of festivals as of events; to form up the theorethical preconditions of crreating the festival‘s image; to line out the main groups of addressees of festival‘s image, being based on theory; to discuss the most important aspects which are related to communication management of festivals; to investigate the peculiarities of communication management of international festivals of art, organized in Lithuania. By the help of analysis of literature and othe sources of information some conclusions about festivals and peculiarities of their communication management were drawn out. It was elucidated, that the specifics of communication management is influenced by distinctive qualities of festivals – periodicity, flexibility, temporarity. Although a festivals is often a product of certain organization, in the meaning of creating an image it can be compared to the organization itself as a structure. This allows to analyze the aspects of creating the image of festival based upon the common principles of management of organization‘s communication. In research part of the thesis it was cleared out that the communication management of five largest festivals of art in Lithuania has many common traits. Although the specifics of each festival‘s communication management depends directly upon the nature of specific field of art and upon the standpoint of organizators‘ to the seperate groups of addressees, some common tendencies of relations of all five festivals to their objective audience have been distinquished. This helped to draw out the conclusion that all festivals of art, which succeed in Lithuania and also abroad because of their positive history and famous title, support their image by the help of similar solutions of communication management