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Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions » (1st Edition)
Authors: Ylva French, Ylva French, David Fleming
ISBN-13: 9780742504073, ISBN-10: 0742504077
Format: Paperback
Publisher: AltaMira Press
Date Published: March 2000
Edition: 1st Edition
Author Biography: Ylva French
Book Synopsis
This definitive guide describes the role of marketing and effective marketing and public relations techniques any museum or heritage site can utilize.
Table of Contents
| Foreword | ix | |
| Introduction | xiii | |
| Chapter 1 | What is marketing? | 1 |
| Chapter 2 | The marketing audit: internal factors | 10 |
| Case Study 1 | Natural History Museum, London | 18 |
| Chapter 3 | The marketing audit: external factors | 25 |
| Case Study 2 | Long Beach Museum of Art, California | 35 |
| Chapter 4 | Designing the marketing strategy | 39 |
| Case Study 3 | Penshurst Place and Gardens, Kent | 51 |
| Chapter 5 | The marketing plan: traditional techniques | 55 |
| Case Study 4 | 'Eternal China' exhibition in California | 69 |
| Case Study 5 | Fishbourne Roman Palace and Gardens, Sussex | 83 |
| Case Study 6 | Advice from an advertising professional | 90 |
| Chapter 6 | Tourism marketing | 93 |
| Case Study 7 | Tourism marketing in an overcrowded market place (Bath) | 100 |
| Chapter 7 | Marketing: new techniques and how to use them | 104 |
| Case Study 8 | The promotion of Hampshire art galleries | 112 |
| Chapter 8 | Audience development | 114 |
| Case Study 9 | Audience development for the Getty Center, Los Angeles | 122 |
| Chapter 9 | Research and evaluation | 125 |
| Case Study 10 | Economic impact--'Eternal China', California | 134 |
| Case Study 11 | Visitor research--J. Paul Getty Museum, Los Angeles | 136 |
| Case Study 12 | The Tate at St Ives, Cornwall | 137 |
| Case Study 13 | The Museum of Science and Industry, Manchester | 141 |
| Chapter 10 | Principles of public relations | 147 |
| Chapter 11 | Public relations strategy | 155 |
| Case Study 14 | Creating and promoting Museums Week | 165 |
| Chapter 12 | The media overview | 169 |
| Chapter 13 | Working with the media | 179 |
| Case Study 15 | Press campaign for the George Washington exhibition, Huntingdon Library, San Marino | 193 |
| Case Study 16 | Saving the Moran painting for the Bolton Museum and Art Gallery | 202 |
| Case Study 17 | How the Angel of the North took the media by storm | 204 |
| Chapter 14 | Communicating in a crisis | 209 |
| Case Study 18 | Accidents and incidents--some examples | 219 |
| Case Study 19 | Dealing with the threat of funding cuts | 223 |
| Chapter 15 | Events as part of public relations | 226 |
| Case Study 20 | A pre-Christmas event at the Natural History Museum, London | 238 |
| Chapter 16 | Evaluating and measuring public relations | 242 |
| Chapter 17 | Communicating with staff and stakeholders | 250 |
| Case Study 21 | Stakeholders: an example from St Albans, Hertfordshire | 259 |
| Chapter 18 | The relationship between marketing, public relations and fund-raising | 263 |
| Appendix 1 | Extract, Museums and Galleries Commission Museum Visitor Study (MORI 1999) | 272 |
| Appendix 2 | Resources | 276 |
| References | 282 | |
| Index | 283 |
Subjects
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