PR body aims to resurrect public’s interest in dance

A newly formed body of PR professionals representing dance companies and venues is planning a PR blitz to promote interest in dance and ballet. The decision comes at a time of crisis for dance companies and theatres specialising in dance, as audiences dwindle.

The National Dance Communications Forum (NDCF), chaired by English National Ballet head of public affairs Jim Fletcher, is on the hunt for a PR agency to support a promotional project on a pro-bono basis, called Dance Out There, to begin in September.

NDCF, formed for PROs across the dancing arts, is also launching a drive to attract smaller dance workshops to take advantage of its resources.

‘We want to seek out groups that perceive themselves as working on the periphery, and not just limit membership to the big ballet companies,’ said Fletcher. ‘We’re also keen to ensure that it doesn’t become London-centric.’

The Forum is managed by Dance UK, a government-funded body set up to promote and represent the interests of the dance industry.

Although offering resources to NDCF, the PR campaign will be on a limited budget, said Fletcher. Dance Out There will be spearheaded by a photographic exhibition of dancers in their community, he added.

‘We aim to invite a top photographer to produce images of the all the dance companies in the UK to create a touring exhibition on how dance companies work in their community,’ said Fletcher.

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