Managing Strategic Communication in Museums. The case of Catalan museums

Paul Capriotti

18 citations0/0 files storedCommunication & Society

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Museums and Cultural Heritage Public Relations and Crisis Communication Media and Communication Studies

Abstract

Museums are developing a broader commitment to society. Strategic Communication can decisively contribute to the development of this new mission of museums. The principal aim of this article is to study the importance given to communication by the museums, and to examine how they manage communication with their publics, analysing those aspects which are linked to the communication planning process of the institutions. The results show that communication has no strategic dimension in the museums, since it is conceived as a short-term tactical tool, and it is not considered as a key resource to engage in dialogue with their publics.

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References

1997Exploring corporate strategy 1995Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum Members 1998Managing public relations 1953Effective Public Relations 1995Principles of Corporate Communication 2007Essentials of Corporate Communication 1991The Strategy Concept and Process: A Pragmatic Approach 2000Changing Values in the Art Museum: rethinking communication and learning

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