Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions / Edition 1

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Overview

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.

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Editorial Reviews

The Public Historian
For...a book on this topic to be useful, the authors need to achieve a good balance between explication of conceptual theory and detailed practical advice. Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions by Sue Runyard and Ylva French maintains such a balance and fills a great need within the museum profession.
— Alice Chambers Wygant, Galveston Historical Foundation
The Historian
The authors of this guide, who both have extensive experience in international heritage-based public relations, have written an impressive and accessible handbook to their profession. They combine statistical research, case studies, and their own experiences to produce the field's most credible text....[They] intend Marketing & Public Relations Handbook to be used as a blueprint from which any museum can build its marketing and/or public relations department(s) from scratch. However, the book's thematic organization lends itself to be used as a quick reference guide as well....It should rest—dog-eared from careful reading—on the shelf of every museum director's office....
— Kevin E. Manzel, (The History Factory)
Museum News
Runyard and French have produced a solid handbook on museum marketing and public relations, providing the tools and techniques to be applied and the lessons to be learned from a variety of museum situations. Marketing and Public Relations Handbook will help a museum focus its energies on its audience as well as on staff and collections, the first step in competing successfully in the marketplace.
— Neil G. Kotler
The Public Historian - Alice Chambers Wygant
For...a book on this topic to be useful, the authors need to achieve a good balance between explication of conceptual theory and detailed practical advice. Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions by Sue Runyard and Ylva French maintains such a balance and fills a great need within the museum profession.
The Historian - Kevin E. Manzel
The authors of this guide, who both have extensive experience in international heritage-based public relations, have written an impressive and accessible handbook to their profession. They combine statistical research, case studies, and their own experiences to produce the field's most credible text....[They] intend Marketing & Public Relations Handbook to be used as a blueprint from which any museum can build its marketing and/or public relations department(s) from scratch. However, the book's thematic organization lends itself to be used as a quick reference guide as well....It should rest—dog-eared from careful reading—on the shelf of every museum director's office....
Museum News - Neil G. Kotler
Runyard and French have produced a solid handbook on museum marketing and public relations, providing the tools and techniques to be applied and the lessons to be learned from a variety of museum situations. Marketing and Public Relations Handbook will help a museum focus its energies on its audience as well as on staff and collections, the first step in competing successfully in the marketplace.
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Product Details

  • ISBN-13: 9780742504073
  • Publisher: AltaMira Press
  • Publication date: 1/28/2000
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 304
  • Product dimensions: 6.56 (w) x 8.94 (h) x 0.76 (d)

Table of Contents

Chapter 1 Introduction Chapter 2 Foreword Chapter 3 1. What is Marketing Chapter 4 2. The Marketing Audit-Internal Factors Chapter 5 3. The Marketing Audit-the External Environment Chapter 6 4. Designing the Marketing Strategy Chapter 7 5. The Marketing Plan-Traditional Techniques Chapter 8 6. Tourism Marketing Chapter 9 7. New Techniques in Marketing Chapter 10 8. Audience Development Chapter 11 9. Marketing Research, Evaluation and Design Chapter 12 10. Principles of Public Relations Chapter 13 11. Public Relations Strategy Chapter 14 12. The Media Overview Chapter 15 13. Working with the Media Chapter 16 14. Communicating in a Crisis Chapter 17 15. Events as Part of Public Relations Chapter 18 16. Evaluating and Measuring in Public Relations Chapter 19 17. Communicating with Staff and Stakeholders Chapter 20 18. The Relationship between Marketing/PR and Fundraising Chapter 21 Appendix I Chapter 22 Extract from MGC/MORI Research Chapter 23 Appendix II Long Beach Museum Case Study Chapter 24 Resources

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