Over the last thirty+ years the Fine Arts have found themselves in an increasingly tight squeeze between a rock and hard place in most Western countries. Their development shows why not every arts market segment can be measure by the same criteria – like an egalitarian community purpose, financial independence or adaptation to capitalist logic – and why there is still a need for Arts for Art’s Sake.

This paper is a guide to the basics of up-to-date communication in the arts sector. It focuses on the key point in making communication with arts audiences more efficient: to convey your values and to connect with peoples needs and desires.