The subject of the research in this thesis is theatre audience as the public of cultural institutions, and strategic communication in marketing and PR department of the aforementioned. In the theoretical part of the thesis, the themes of cultural management, strategic communication management and marketing activities implementation are handled through a review of cultural institution management. Since institutions in the cultural sector are still organizationally less complex than corporations, it is necessary to approach with all three interdependent activities. Equally, the main theories od theatre reception are portrayed, as well as the complexity of defining the notions „public“ and „audience“. One quantitative and two qualitative researches were conducted in City drama theatre „Gavella“. The first research examined the characteristics and user preferences of CDT „Gavella“ through the method of survey. The second research investigated the image of CDT „Gavella“ and the reception of performances as a program content of the theatre through the method of focus group. The third research, through the method of depth interview, shows how the employees of marketing and PR in CDT „Gavella“ see the strategic communication of the theatre. The results of the survey research conducted among the audience of CDT „Gavella“ have shown that the spectators mostly get informed through the official web page and recommendation of friends and acquaintances; and that the greatest value of the theatre is the performance repertoire. Focus group research was conducted among the spectators who visit theatres regularly, and four age-homogeneous groups were formed. Analysis brought up various conclusions; and in short, the audience recognizes and distinguishes all the elements of theatre performance very well. Furthermore, The evaluation of the performances depends primarily on the expectations of a director and the title of a dramatic text, but interests and personal needs are also very influential. Finally, the theatre is recognizable by the image of dramatic repertoire and the works of Branko Gavella as the founder. Lastly, the depth interview among the employees of marketing and PR department has shown a close interconnection of management, marketing and strategic communication. The conclusions of the researches show bidirectional influence: on the one hand, the influence of theatre's image on the individual expectations of spectators and the reception of performances; and on the other hand, the influence of strategic communication and activity on the theatre's image. It is therefore possible that strategic planning immediately influences the future reception of performances.