Author Description

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 And Cultural Heritage Organisations,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.--publisher's Description. Part 1: Marketing And Pr Principles For The Twenty-first Century -- Marketing In A New Dimension -- Public Relations Is More Than Pr -- The Marketing Strategy -- Stage 1: The Internal Audit -- The Marketing Strategy -- Stage 2: The External Audit -- A Public Relations Strategy For Every Occasion -- Everything You Want To Know About Brands And Branding -- Part 2: From Theory Into Practice -- Creating The Marketing Plan -- Tactical Marketing And Audience Development -- Making The Most Of Your Tourism Potential -- The Media Overview -- The Future Is...? -- Engaging With The Media Through Pr -- Events As Part Of Public Relations -- Internal Communications With Staff, Boards And Volunteers -- Communicating With Stakeholders And Partners -- Relationship Marketing -- Commercial And Fundraising Activities -- The Relationship With Marketing And Pr -- Communicating In A Crisis -- Part 3: Research And Resources -- Research And Evaluation In Marketing And Pr -- Notes And Resources -- Appendix: Case Studies. Ylva French And Sue Runyard. Includes Bibliographical References.