Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions

ISBN-13: 9780415610452 / Angielski / Twarda / 2011 / 384 str.

Ylva French;Susan Runyard;¬Abar

Opis

Visitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future. A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns. Population patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community or

Spis treści

PART I: MARKETING AND PR PRINCIPLES FOR THE 21^ST CENTURY  1. Marketing in a new dimension  2. Public Relations is more than PR  3. The Marketing Strategy - Stage One – The Internal Audit  4. The Marketing Strategy – Stage 2 – The External Audit  5. A Public Relations strategy for every occasion  6. Everything you want to know about brands and branding  PART II: FROM THEORY TO PRACTICE  7. Creating the Marketing Plan  8. Tactical marketing and audience development  9. Making the most of your tourism potential  10. The media overview - the future is….?  11. Engaging with media through PR  12. Events as part of the public relations mix  13. Internal communications - new ways of communicating  14. Communicating with stakeholders and developing partnerships  15. Commercial and fundraising activities – the relationship with Marketing and PR 16. Crisis Communications  PART III: RESEARCH AND RESOURCES  17. Research, monitoring and evaluation in Marketing and PR  18. Resources  Appendix