Apstrakt Uloga pozorišta u savremenom svetu se promenila. Pozorište je i dalje „elitna“ umetnost namenjena visoko obrazovanoj publici sa razvijenim kulturnim potrebama. Kako bi preživelo konkurenciju masovne kulture i potrošačkog društva, pozorište je primorano da sve više koristi izražajna sredstva popularne umetnosti i novih medija. Stoga je odnos pozorišta prema društvenoj zajednici složeniji, a primena marketinga neophodna. Cilj rada je da ukaže na promene koje su se desile na planu komunikacije između pozorišta, publike i javnosti danas, u Srbiji i svetu. Odnosi s javnošću pozorišta treba da proizlaze iz osnovne misije institucije, a ne smeju da budu osmišljeni na nivou improvizacije i ideja, koje su neupotrebljive u praksi. Rad, takođe, ukazuje na probleme neprofesionalnog i neveštog sprovođenja aktivnosti iz domena odnosa s javnošću, na primeru beogradskih pozorišta, ali i ukazuje i na pomake koji su se desili u pogledu novih oblika promocija pozorišnih predstava. Summary The role of theatre in the modern world has changed. Theatre still belongs to “elite” art that is designed only for highly educated audience with very sophisticated cultural needs. To survive its competition in shape of mass culture or consumer society, the modern theatre is forced to use means of expression of commercial art and new media. Therefore, the relationship between theatre and community is very complex and it requires the use of marketing. The aim of the paper is to point to the changes that have happened in communication between theatres and audience both in Serbia and the rest of the world today. Public relations in theatrical praxis should derive from theater’s primary mission; it mustn’t be devised on improvisation and ideas that couldn’t be used in practice. The paper points to the problems of unprofessional and incompetent conduction of public relations, using examples from Belgrade’s theaters (Terazije Theater, Atelje 212, Opera &Theatre Madlenianum) and it also shows advance that has been made in promoting theatre productions. Nevidljivi PR u srpskom pozorištu Invisible PR in Serbian theatres Fakultet dramskih umetnosti u Beogradu application/pdf 202042 bytes info:eu-repo/semantics/article Zbornik radova Fakulteta dramskih umetnostiAnthology of essays by Faculty of Dramatic arts(23) 2013 Maja, Ristić Ključne reči pozorište, hepening, publika, odnosi s javnošću, novi mediji. All rights reserved https://phaidrabg.bg.ac.rs/o:30801 cobiss:202557964 ISSN: 1450-5681 Key words theatre, happening, audience, public relations, new media srp