A conceptual model for public relations in museums

Abstract

Purpose: This paper aims to present a conceptual model for public relations specific to museums. Design/methodology/approach: Based on relevant literature, a contingency model is developed for the public relations practices of museums. Findings: The model offers the market orientation level of the management and the interest level of the publics as the major factors that influence the effectiveness of the public relations programs in museums. The interest level of the publics is offered as a moderating variable. Practical implications: The model suggests that the effectiveness of the public relations programs of museums depends on two major factors. Although the interest level of the publics may seem to be uncontrollable at first glance, its negative impact can be largely controllable by managers by changing their own market orientation level - by adapting the public relations strategy to the targeted public depending on the interest level of that public. Originality/value: The model is specifically designed for museums. It can be accepted as the first public relations model specifically offered for museums. The model here recognises the relationship between marketing and public relations. © Emerald Group Publishing Limited

Museos sociales. Perfiles museísticos en <i>Twitter</i> y <i>Facebook</i> 2012-2013

“…Incluso en fechas recientes, algunos analistas detallan cómo los espacios museísticos "están en una fase embrionaria de adopción de un nuevo modelo de gestión de sus públicos" aunque ya poseen una "tendencia a ampliar su gestión" (Oliveira;Capriotti, 2013). En similar línea se encuentran las nuevas teorías del marketing y la comunicación museística, que observan un cambio de planteamiento más participativo, pero que no acaba de fraguarse en la realidad diaria (Gürel;Kavak, 2010).…”

La identificación de motivaciones de los visitantes de los sitios arqueológicos

“…The actual need of satisfying customers has implied a continuous needsassessment (Gürel and Kavak, 2010). Marketers are constantly looking for strategies that build up loyalty across reassessing the composition of the service package with the aim of improving customers' experiences.…”

“…Boorsma (2006) affirms that is it has been recently when customers' involvement is considered for the value creation process. This perspective has changed due to the shift that some museums have made to adapt their preservation objectives to customer orientation (Gürel and Kavak, 2010;Harrison and Shaw, 2004).…”

Marketing Communications and Environmental Turbulence: A Complexity Theory View

“…Herbig (1990) implies that PR is a more stabilizing element and Nilson (1995) agrees that it can be a very effective method of disseminating information and building loyalty. Gürel and Kavak (2010) see complexity theory as a suitable framework for public relations. In chaos theory terms, through a relatively small and inexpensive PR activity -a 'nudge' -significant outcomes can result because of the multiplier effect.…”