Marketing and PR communications in the context of promoting theatre institution

The purpose of the work is to create a marketing and PR development strategy for the Coryphaei Theatre. Research methodology. To solve the research task, general scientific methods have been used: analysis, generalisation, description, and comparative-comparative (study of the theoretical foundations of the research). Besides, the authors have applied specifically scientific methods: structural, systemic, method of included observation, survey (questionnaire), and situational analysis (writing the practical part of the study). The scientific novelty consists in the presentation of practical recommendations for the construction and implementation of a marketing and PR communications strategy for the «Coryphaei Theatre» to attract new viewers and popularise the theatre's activities in society. Cultural and leisure activities are perceived as the process of creating conditions for the individual's motivational choice of subject activity, which is determined by his / her needs and interests. With the development of market relations, cultural and leisure activities closely approached marketing technologies, which are based on the problem of finding and meeting the needs of individual citizens or public groups. The issue of improving the system of promoting theatrical services in the form of marketing and PR communications, which allows focusing the available limited resources of organisations on the main strategic directions of conquering target market segments under conditions of increased competition, is gaining special relevance. At the same time, the task of promoting a theatrical product comes to the fore, which is currently one of the most promising types of business activity for theatre institutions that want to stay on the socio-cultural market. Conclusions. We have analysed the market of theatrical services provided by the «Coryphaei Theatre» and the conditions of the competitive environment in the Kropyvnytskyi city, considered pricing in the theatre sector, developed a system for implementing marketing and PR in the work of the theatre, and developed recommendations for the theatre’s advertising and PR policy. 
Key words:theatre, marketing, communication, PR, socio-cultural sphere, leisure, performances.