INTRODUCTION

How often have you heard lack of communication blamed for everything from low morale in the office to failing marriages? The 'imparting or interchange' of thoughts, opinions or information is the bedrock on which both commerce and our private lives are built. The golden rule of communication is 'truth-telling', to quote Stephen King. Otherwise communication degenerates into propaganda, proselytising and other bad p-words.

The Saatchi & Saatchi report, Australians and the arts, commissioned by the Australia Council, states that 'more resources will ultimately come from government, the corporate sector and from the public only if the arts are more highly valued by the community... [those working in the arts] will have to agree... specifically about what the arts involves, how they should be regarded and how the general public engages with them.'

Good communication is the key. More and more arts companies are now taking a 360 degree look at the who, what, where, when, how and why of their communications strategy. Communication is not just about persuasion - it's about education and image-building, about listening to and engaging with audiences of all ages from all kinds of backgrounds.