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

ISBN-10: 0742504077
ISBN-13: 9780742504073
Edition: 1999
List price: $53.95 Buy it from $5.36
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Description: As museums, galleries and heritage attractions are expected to become more competitive, marketing and PR naturally become key tools to attract more visitors. This text covers various aspects of marketing and PR in a museum/gallery context.

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Book details

List price: $53.95
Copyright year: 1999
Publisher: Rowman & Littlefield Publishers, Incorporated
Publication date: 3/9/2000
Binding: Paperback
Pages: 304
Size: 6.25" wide x 9.75" long x 0.50" tall
Weight: 1.540
Language: English

As museums, galleries and heritage attractions are expected to become more competitive, marketing and PR naturally become key tools to attract more visitors. This text covers various aspects of marketing and PR in a museum/gallery context.

Foreword
Introduction
What is marketing?
The marketing audit: internal factors
Natural History Museum, London
The marketing audit: external factors
Long Beach Museum of Art, California
Designing the marketing strategy
Penshurst Place and Gardens, Kent
The marketing plan: traditional techniques
'Eternal China' exhibition in California
Fishbourne Roman Palace and Gardens, Sussex
Advice from an advertising professional
Tourism marketing
Tourism marketing in an overcrowded market place (Bath)
Marketing: new techniques and how to use them
The promotion of Hampshire art galleries
Audience development
Audience development for the Getty Center, Los Angeles
Research and evaluation
Economic impact--'Eternal China', California
Visitor research--J. Paul Getty Museum, Los Angeles
The Tate at St Ives, Cornwall
The Museum of Science and Industry, Manchester
Principles of public relations
Public relations strategy
Creating and promoting Museums Week
The media overview
Working with the media
Press campaign for the George Washington exhibition, Huntingdon Library, San Marino
Saving the Moran painting for the Bolton Museum and Art Gallery
How the Angel of the North took the media by storm
Communicating in a crisis
Accidents and incidents--some examples
Dealing with the threat of funding cuts
Events as part of public relations
A pre-Christmas event at the Natural History Museum, London
Evaluating and measuring public relations
Communicating with staff and stakeholders
Stakeholders: an example from St Albans, Hertfordshire
The relationship between marketing, public relations and fund-raising
Extract, Museums and Galleries Commission Museum Visitor Study (MORI 1999)
Resources
References
Index

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