Dissemination of Municipal Events - The case of the City Hall of Paredes

Abstract

The present paper aims to understand how communication and promotion contribute to the success of events organized by municipal councils, with the chosen case study being the Paredes City Council. Nowadays, culture is seen as an essential heritage for communities, as it helps strengthen local identity, brings people together, and stimulates the economy.

Municipal authorities have therefore taken on an increasingly important role in cultural promotion, and communication is one of the only ways for them to connect with citizens.

In this study, the methods of promotion used by the Paredes City Council to publicize its events were investigated, as well as how these methods vary according to the scale of the events.

The work was developed through a theoretical review on public and cultural management and the promotion of municipal events, as well as a practical analysis of the case of

Paredes.

The methodology used for the case study was qualitative, involving an analysis of data provided by the Paredes City Council. The research reveals that good municipal communication that is clear and accessible is a key factor in engaging people and plays a vital role in supporting local initiatives.

However, the study demonstrated that there are still challenges to be overcome, even though municipal communication has evolved significantly. In some cases, there is a lack of a more articulated strategic plan that establishes clear objectives and allows for the evaluation of the real impact of outreach actions. The development of an integrated cultural communication plan with clearly established objectives and a good final evaluation could make the city hall's actions even more effective and consistent.

It was evident that there is still room for the adoption of more participatory communication. It is concluded that communication is one of the main factors that, in practical terms, rivals good event organization, and it is what ensures that events become recognized and integrated into the life of the community.