The 2015 Broadway musical Hamilton broke records in award shows, attendance and sales. This research connected it to the scope of Public Relations acting in the cultural domain through the identification of multiple activities developed for the promotion of the musical. The Cultural Management field and the cultural sector as a whole remain as an opportunity for growth to the Public Relations professional, still little explored. The goals of the research included to establish the link between Public Relations and Cultural Management, as well as utilize the musical to identify that specialized professional’s practice through the activities and search for the success factor of the musical, that could be related to it. The research is a case study about the musical, that analyzes the organized tactics, of which it can be concluded that it may refer to a transmedia storytelling narrative. The results concluded that the Public Relations professional is qualified to operate in the cultural field and even benefit it due to its basic formation, and while analyzing the different tactics for the show – some seen for the first time, like the travelling exhibition – and identifying the subject of the transmedia storytelling, the specialized professionals offer creative possibilities of the use of media. But still, to determine the critical factors that brought success to the musical, it would require other types of methodological approaches, like discourse analysis. With this work it’s expected to contribute with studies of Public Relations and Cultural Management and offer new practice possibilities through the study of Hamilton the musical.
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