La gestión cultural y del ocio como estrategia de relación con los públicos.

Nowadays culture and entertainment has become one of the tools of participation and relation between an organizations and stakeholders that have reached a top development. Companies know that to be part of the moments of joy and entertainment of their publics is an effective way of engagement and improving the link between them. The ways and technologies that exist to promote a company and to be part of this offer is very plural, it goes from actions of sponsorship to new strategies based on the corporate social responsibility (RSC). Between both, there is a whole range of options to interact with the public using cultural initiatives, but not all of them have the same level of effectiveness. After building a theoretical frame on these disciplines, this paper suggests a model able to determine the efficiency of these initiatives, based on two criteria: the nature of the communication management and the real engagement of the company with the cultural actions and decisions. These criteria allow to give a quantitative value to the efficiency of these actions based on the participation that they generate. [ABSTRACT FROM AUTHOR]