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

by Ylva French, Susan Runyard

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.

Genres: Nonfiction

384 pages, Paperback

First published January 1, 2011

About the author

I was born in Sweden but have spent most my life in the UK. London is my home and during my working life I have worked in tourism and culture as a marketing expert. I am now a writer, mostly in English, but I have also researched and written a book in Swedish, about my family's roots.
My most recent book is The Go Around available as an Ebook and I hope you will all enjoy it. So far it's had a "Gripping" review on Amazon.

Reviews

[Sohvi · Rating 4 out of 5]

This book has been very useful for me more than once. As a humanities major I dread the idea that I should understand something about marketing, but this really makes it easy and even interesting! Easy to read and understand, even if you have zero knowledge about marketing jargon.

Some repetition in parts of the book, but this might be due to the idea, that you don't have to read the whole book. For example if you have questions about public relations you can only read that chapter and skip the parts about crisis management and so on. But I do recommend reading through this. If you work in a museum, gallery or other cultural attraction, you probably need this.

This book is clearly made for museums that operate in UK and many tips apply better to medium sized or big museums, but I currently work in a project for a rather small museum outside of UK and I still found this very helpful.

[Aniram]

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