THINK
about communication in contemporary dance

Appendix

table of contents

Conditions for communicating contemporary dance brilliantly

  • Be aware of your artistic profile, position and responsibility within your field and context.  Communicate accordingly.
  • Talk and listen to your existing and potential audience: how do they want to be informed?  What do they need?
  • Take into account that developing a good communication strategy needs time, collaborative and creative thinking, as well as financial investment.
  • Communication is a shared responsibility between everyone involved in the communication process.  How can you organise your working process accordingly?
  • Know your relevant stakeholders; and make sure you consider your communication with them at each stage of the creative process.
  • As terms such as PR, marketing and press cannot be used interchangeably, and the cultural context within which you work influences the understanding of these terms and the professionals roles connected to them, try to gain an understanding of the kind of tasks, expertise and responsibilities the communications professionals, in the different contexts you work with, embody.
  • As terms such as PR, marketing and press cannot be used interchangeably, and the cultural context within which you work influences the understanding of these terms and the professionals roles connected to them, try to gain an understanding of the kind of tasks, expertise and responsibilities the communications professionals, in the different contexts you work with, embody.
  • Be aware of the communication strategies possible partners might have and examine how your strategy and theirs can strengthen each other.
  • Consider that communication does not only happen verbally or through language.  Think of various ways to communicate, for different types of learners/recipients – how can you activate your specific physical knowledge in reaching out to your stakeholders?
  • Make sure you gather enough high quality photo and video material.  When promoting and selling a dance piece good visuals are of much greater importance than text, when trying to reach out to an audience.
  • Develop language through which audience members feel invited to enter into dialogue.
  • Keep in mind that there are words in your language that do not have an equivalent in another language.  Besides this, people for whom English is their second language may have different understanding of one and the same English term.  As such, we must be mindful to carefully consider choice of title, or certain texts, that include non-existing verbal jokes and metaphors, or simply are grammatically incorrect.
  • Don not hesitate to use existing templates for communication, as long as you customise them.  Remember: a tailor-made approach is not only most authentic, but also most effective.