Marketing and Public Relations Handbook for

Marketing and public relations have become central to the success of a museum institution. Without effective use of both, museums of all kinds will fail to maximize their potential and fulfill their financial and cultural missions. This definitive guide describes the role of marketing and effective marketing and public relations techniques any museum or heritage site can utilize.

Foreword

ix

Introduction

xiii

What is marketing?

1

(9)

The marketing audit: internal factors

10

(15)

Natural History Museum, London

18

(7)

The marketing audit: external factors

25

(14)

Long Beach Museum of Art, California

35

(4)

Designing the marketing strategy

39

(16)

Penshurst Place and Gardens, Kent

51

(4)

The marketing plan: traditional techniques

55

(38)

`Eternal China' exhibition in California

69

(14)

Fishbourne Roman Palace and Gardens, Sussex

83

(7)

Advice from an advertising professional

90

(3)

Tourism marketing

93

(11)

Tourism marketing in an overcrowded market place (Bath)

100

(4)

Marketing: new techniques and how to use them

104

(10)

The promotion of Hampshire art galleries

112

(2)

Audience development

114

(11)

Audience development for the Getty Center, Los Angeles

122

(3)

Research and evaluation

125

(22)

Economic impact -- `Eternal China', California

134

(2)

Visitor research -- J. Paul Getty Museum, Los Angeles

136

(1)

The Tate at St Ives, Cornwall

137

(4)

The Museum of Science and Industry, Manchester

141

(6)

Principles of public relations

147

(8)

Public relations strategy

155

(14)

Creating and promoting Museums Week

165

(4)

The media overview

169

(10)

Working with the media

179

(30)

Press campaign for the George Washington exhibition, Huntingdon Library, San Marino

193

(9)

Saving the Moran painting for the Bolton Museum and Art Gallery

202

(2)

How the Angel of the North took the media by storm

204

(5)

Communicating in a crisis

209

(17)

Accidents and incidents -- some examples

219

(4)

Dealing with the threat of funding cuts

223

(3)

Events as part of public relations

226

(16)

A pre-Christmas event at the Natural History Museum, London

238

(4)

Evaluating and measuring public relations

242

(8)

Communicating with staff and stakeholders

250

(13)

Stakeholders: an example from St Albans, Hertfordshire

259

(4)

The relationship between marketing, public relations and fund-raising

263

(9)

Appendix 1 Extract, Museums and Galleries Commission Museum Visitor Study (MORI 1999)

272

(4)

Appendix 2 Resources

276

(6)

References

282

(1)

Index

283

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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

Summary

Table of Contents

Supplemental Materials