ART‑PRESS: How an Erasmus+ Project Became a Living Lab for Arts PR

Turning Arts PR Into a Real-World Training Ground

ART‑PRESS, an Erasmus+ KA210 VET project developed in Romania, brought together vocational communication professionals from Romania and Norway to reimagine PR in the arts sector. In July 2025, during a four-day workshop in Oslo, participants turned theory into practice — transforming the project into what could best be described as a living lab for artistic communication.

Learning by Doing — At the Heart of Contemporary Art

Led by trainer and arts education expert Morten Bruun, participants explored exhibitions at the Munch Museum not just as visitors, but as storytellers. They decoded how exhibitions communicate, and from there built tailored PR kits — tools designed not for corporate buzzwords, but for cultural authenticity and audience connection.

Digital Branding Meets Cross-Cultural Collaboration

The digital branding module marked a pivotal moment. The Romanian team brought a fresh mix of agility and creativity, crafting campaign narratives that resonated with both contemporary culture and artistic values. But beyond the skills, it was the intercultural dynamic that defined the experience. Passion for the arts proved to be a common language, transcending borders and systems.

Beyond PR: Skills That Matter

While the focus was on arts PR, the skills developed went far beyond media pitching. Participants practiced storyboard building, campaign analysis, human-centered design, and cross-border teamwork — all aligned with Erasmus+ priorities for adaptability, inclusion, and real-world application in vocational education.

Lasting Impact Through Peer Coaching and Replication

The workshop planted seeds for long-term collaboration: a peer coaching system between Romanian and Norwegian participants, shared toolkits, and a model built around the “train-the-trainer” approach. What began as a pilot quickly evolved into a scalable and deeply human learning framework.

More Than a Project — A Movement

ART‑PRESS is more than a training initiative. It's a statement: that artistic PR matters, that local talent deserves strategic visibility, and that international collaboration can build both skills and solidarity. In a field often left to improvisation, ART‑PRESS offers structure — and a sense of agency.

Want to dive deeper?

Read the full article on the EPALE website.