Integrated Communications and Integrating Modern Communication Technologies in Cultural Organizations

Modern technologies have greatly influenced every sphere and of course culture isn't an exception. The role of modern technologies is immense in the development and popularization of culture. Introduction of communication technologies in cultural organizations is a challenge of XXI century, as the interest of customers is really great. Besides, it should be noted that integrated marketing communications have been used more and more often, which makes it possible to achieve marketing goals successfully. The article reviews different examples of introduction of various technological innovations throughout the world as well as in Georgia. It also outlines the opportunities and benefits of using integrated communications in cultural institutions. The aim of the work is to overview the general trends of communication tools and technological innovations used in cultural organizations and assess all those processes in the above mentioned institutions. Therefore, qualitative research was carried out, which involved the heads of public relations department from cultural organizations. The research aimed to find out if the integrated communications were effectively used and technological innovations were introduced in cultural organizations in Georgia. Yet, another quantitative research was carried out for the potential and existing visitors of cultural institutions. The aim of the research was to reveal if customer awareness matches with the communicative strategy of a cultural organization and if the interest towards museums, theaters and operas will increase together with the introduction of technological innovations.