Communicating Catalan culture in a global society

• Case study of an identity-centric organization's international public relations.
• Digital best practices are strong visuals, audio, interactivity, user control, and multiple links.
• Catalan cultural promotion strengthens identity as a center of innovation and expressiveness.

This case study describes the communication objectives of the Catalan! Arts organization based in the autonomous region of Catalonia in Spain. Best practices in public relations, particularly in digital and social media, are described. The authors highlight the use of sound and bold visuals in public relations programming, and address the importance of interactive tactics. Program evaluation includes digital analytics plus an analysis of cultural industry export data and employment statistics in the creative industries. The case is an example of identity-based communication in international public relations. It also adds to the literature on public relations in government and arts organizations.