Palermo, Sicily, 9-12 September 2012
Register now on
network.icom.museum/fileadmin/user_upload/minisites/mpr/PDF/SCHEDA%20IS
CRIZIONE.pdf


Marketing and Public Relations MPR ICOM Annual Conference
Theme: 'Creative Communications'

Sunday, 9th September 2012
P.M. Walking tour of Palermo
Eve Welcome party for delegates and speakers

Monday 10th September
Keynote speaker 1: Hannah Paramore
Working title: Creating social media marketing campaigns that work

Hannah is an entrepreneur and the President of Paramore|the digital
agency based in Nashville, Tennessee. She works with businesses in the
travel, non-profit, arts and healthcare industries including the Frist
Center for the Visual Arts, the Peabody Essex Museum, Vanderbilt
University Medical Center and state tourism departments in Tennessee,
Ohio, and West Virginia. Hannah has been a dynamic keynote speaker for
the Public Relations and Marketing Professional Standing Committee at
the American Association of Museums conference. Through plain talk
about the strategy and effectiveness of digital media and having a
social presence, Hannah helps organizations focus on results.

Session 1: Indicators of success: measures for marketing campaigns
Paper 1- Meghan Curran, Vice President Marketing, Shedd Aquarium
–Chicago, USA. Title: Defining marketing success based on audience
insight.
Paper 2- Jan Sas, Senior Lecturer Visitor Studies, Reinwardt Academy –
Amsterdam, Netherlands. Title: Successful Museum Marketing: Why schools
come back.
Paper 3- Kathrine Daniloff, Head of Communications, Norsk Teknisk
Museum – Oslo, Norway. Title: How to double the number of visitors in
six years.
Paper 4- Ekaterina Volkova, Head of PR department, and Tatyana
Pchelyanskaya, Chief Specialist for Museum Development, State Museum of
the History of Religion – Saint-Petersburg, Russia. Title:
Diversification and Communication Effectiveness.

Keynote speaker 2: Sara Selwood
Working title: Critical commentary- how critics measure success
Sara Selwood is an independent cultural analyst and Honorary Professor
at both City University and at the Institute of Archaeology, UCL in
London, UK. She has a background in fine art, aesthetics, history and
theory of art, and previously worked as an art historian and as a
curator of contemporary visual art. A consistent theme of her work is
the publics’ experiences of cultural provision – particularly in
relation to museums and galleries. Sara’s interest in audiences’
expectations and engagement is fundamental to the regular reviews that
she writes for Museums Journal. These draw on her previous experience
of art criticism for Arts Review, Art Monthly and the Times Literary
Supplement.

Tuesday, 11th September
Workshop 1 – Using social media to communicate creatively
Facilitator: Hannah Paramore
Workshop 2- Looking from the outside in: understanding the critic’s
perspective
Facilitator: Sara Selwood

Session 1: Arthur Cohen, CEO La Placa Cohen and Associate Professor
(Cultural Branding) New York University. Title: It’s Time We Met:
Building an Interactive Communications Platform-A Case Study from the
Metropolitan Museum of Art

Session 2: Using the web as an effective marketing tool
Paper 1- Piia Laita, Head of Communications, PR and Marketing, Kiasma
Museum of Contemporary Art – Helsinki, Finland. Title: Networking
messages and getting the most out of the web marketing.
Paper 2- Tore Danielsson, Communicator, Riksutstallningar Swedish
Exhibition Agency Visby, Sweden. Title: The web as a base and platform
for the institutions own media channel.
Paper 3- Elzbieta Grygiel, Senior Specialist for socialcommunication,
Wilanow Palce Museum – Warsaw, Poland. Title: In the net of the
story-telling museum.
Paper 4- Joy Chih-ning Hsin, Assistant Professor, Graduate Institute of
Museum Studies, Fu Jen Catholic University, Taiwan. Title: Real or
virtual: a clicks and mortar strategy of museum marketing via social
media.

Session 3: Working with the media on marketing campaigns
Paper 1- Barbara Skaba, Journalist at Museu Imperial, Brazilian
Institute of Museums – Petropolis, Brazil. Title: Working with the
media to raise awareness for museum and historic documents: the case of
Museu Imperial
Paper 2-Irena Ruzin, Program Director and Marketing manager Institute
and Museum - Bitola, R. Macedonia. Co-author: Martin Koplin, Director,
M2C Institute for Applied Media Technology and Culture, University of
Applied Sciences – Bremen, Germany; Co-author: Hristova Liljana,
Director, Institute and Museum - Bitola, R. Macedonia; Co-author:
Martina Fetting, Researcher, M2C Institute for Applied Media Tecnology
and Culture, University of Applied Sciences – Bremen, Germany. Title:
Facing the future – working with media on artMUSE.
Paper 3- Evrim Dogan, Project Coordinator, Beyoglu Memory Research
Center – Istanbul, Turkey and Evinc Dogan, PhD Student IMT Institute
for Advanced Studies – Lucca, Italy. Title: Mediatization of Culture:
Queuing up for Museums.

Wednesday, 12th September
Day long trip and tour of Agrigento Valle dei Templi Archaeological
Park
Dr. Carol Scott
Website: www.carolscottassociates.com 
Email: [log in to unmask]
Landline: +44 (0) 208 692 1927
Mobile: +44 (0) 787 041 7079


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