ABSTRACT
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 organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions.
TABLE OF CONTENTS
part |85 pages
Marketing and Pr Principles for the Twenty-First Century
chapter |12 pages
Marketing in a new Dimension
chapter |14 pages
Public Relations is More Than PR
chapter |16 pages
A Public Relations Strategy for Every Occasion
chapter |15 pages
Everything you Want to Know About Brands and Branding
part |162 pages
From Theory into Practice
chapter |20 pages
Creating the Marketing Plan
chapter |22 pages
Tactical Marketing and Audience Development
chapter |13 pages
Making the most of your Tourism Potential
chapter |10 pages
The Media Overview – The Future is … ?
chapter |19 pages
Engaging with the Media Through PR
chapter |14 pages
Events as Part of Public Relations
chapter |13 pages
Internal Communications with Staff, Boards and Volunteers
chapter |16 pages
Communicating in a Crisis
part |37 pages
Research and Resources