Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions by Ylva French Sue Runyard

Author:Ylva French, Sue Runyard [Ylva French, Sue Runyard]
Language: eng
Format: epub
Tags: Social Science, Archaeology
ISBN: 9780415610469
Google: XKRe5UyU4oYC
Publisher: Routledge
Published: 2011-01-15T03:39:24+00:00

Figure 13.1 Main staircase, Ashmolean Museum, Oxford (Photo: Greg Smolonski/ Photovibe)

There are additional challenges when several different institutions, spread over several sites, are managed from the centre. Vanessa Trevelyan, Head of Norfolk Museums & Archaeology Service, outlined this in Chapter 6.

Creating an Understanding of Marketing and Pr Objectives

In some institutions, the marketing and PR department is not fully integrated with the other departments. It is even regarded with suspicion or as a nuisance – always looking for more information. It is up to marketing and PR people within the organisation to communicate what they do, not just upwards to the chief executive and the board, but to all their colleagues. The communications team should keep everyone informed of new promotional initiatives and successes (more below) but also involve other staff in major projects, make them part of social media activities and listen to those who have direct contact with the public. Inductions for new staff should include familiarisation with the marketing and PR teams and with the organisation’s brand values.

This applies to any PR consultants brought on board as part of the communications team, whether for a one-off project or for a longer-term relationship. Not only is it important that they reflect the organisation’s brand values in all that they do but also that they are perceived by the staff as being part of the team.

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