Museums in the Marketplace: Public Relations and Marketing Strategies
     September 22-27, 1997 with Pamela Johnson

The Cultural Resource Management Program at the University of
Victoria is very pleased to be offering the following course for
museum, heritage, and cultural professionals, designed to address the
essential role of effective public relations and marketing in the
survival of museums and cultural heritage organizations in today's
competitive environment.

The following is a course description and registration information:

"Museums in the Marketplace: Public Relations & Marketing Strategies"

To be successful in the crowded "edu'tainment" marketplace,
museums need strong marketing and public relations strategies that
are grounded in a clear commitment to mission, community and
collections. This course emphasizes the central role of effective
public relations and marketing in the management of contemporary
museums, and focuses on the processes that are vital to effective
communication with your target audiences. This course will develop
your ability to:

 - relate institutional mission and goals to community needs
 - define your current and potential audiences
 - build staff commitment to positive public relations
 - create effective public relations, communications and marketing
strategies
 - develop effective public relations tools to convey institutional
and program messages
 - design publications to communicate and reinforce your image and
programs
 - work with media
 - balance marketing with development activity
 - work with sponsors
 - manage crisis

Instructor: Pamela Johnson has extensive marketing and management
experience in the museum world, and is currently working as a
consultant, specializing in marketing, program development and public
relations for arts organizations (and their corporate sponsors), with
a New York-based marketing agency

Dates: September 22 - 27, with preparatory module
Please register by: August 29
Fee: $589 (Canadian Funds) credit & non-credit options available

Travel: Victoria is easily accessible by air or ferry from both
Vancouver and Seattle

Accommodation: Program staff are pleased to provide you with
on-campus and off-campus alternatives

For more information, please contact:

Joy Davis or Brenda Weatherston
Cultural Resource Management Program
University of Victoria
Phone:  250 721-8462
Fax:  250 721-8774
E-mail:  [log in to unmask]

For detailed Program information, please visit our Web Site at
http://www.uvcs.uvic.ca/crmp/