Museums in the Marketplace: Public Relations and Marketing Strategies
September 22-27, 1997 with Pamela Johnson
Cultural Resource Management Program, University of Victoria
A draft of the outline is available for this upcoming course,
designed to develop your public relations and marketing knowlege and
skills for today's competitive "edu-tainment" environment. At this
point, there are some spaces available, please contact us for more
information!
== Draft Outline Summary ==
Preparatory Activities
* Review a series of institutional case studies and plan a campaign
for one of them
* Bring samples of promotional materials from your
institution, or choose an institution
Monday, September 22
* Participant Introductions-affiliations, jobs, challenges, course
expectations, laying the ground work for the week
* Organizing participants into teams for case study campaign /
presentations to be completed by the end of the week
* Your Museum's Mission-What is It?
* What programs/people support the mission? Is it clear? How is it
communicated? To whom?
* Who are your Community's External Audiences?
* How do you target, identify and reach them? How do you do audience
research?
* How are the Museum's Missions and Messages communicated
internally?
* Is there a clear mission within the staff? Is this translated to
the public?
* Guest Speaker
Tuesday, September 23
* Who Gets the Money?
* How do the functions of development and marketing work together?
* What is the difference between Marketing and Public Relations?
* How sponsorships can help achieve goals and enhance museum
PR/marketing
* What is acceptable, what is not?
* Field Trip: Royal British Columbia Museum
Wednesday, September 24
* Identifying Appropriate PR/Marketing Tools for Institutional
Messages and Programs: television, newspapers, promotional events,
spokespeople
* Publications and Important Marketing Vehicles
* Your publications, beginning with Museum name and letterhead-your
most important outreach tool - Guest Speaker
* How design furthers your message
* Electronic Communications-How to Use them Effectively
* How to create a successful and informative Video News Release (VNR)
* Satellite hook-ups, media tours
* Guest Speaker: What the Internet can do for you
* Should you have your own Web Site? - Practical application of
reaching media through the Internet - How to do valuable research on
the Web
Thursday, September 25
* How to Target and Work with Media - interview techniques, writing
pitch letters, creating media kits
* How to mount an effective campaign
* Crisis Management and When is a Plan Necessary?
* How to create a crisis management plan.
* Stage managing an interview-response/control techniques
* Role Playing Exercise: press pitches, institutional spokespersons
* Media Field Trip
Friday, September 26
* Case Study Group Preparation - Using information outlined in the
previous sessions, each case study group should evaluate his/her
pre-class campaign and collectively plan and produce a campaign. This
project will include: creating materials, using sponsorships,
creating a VNR when appropriate, developing a crisis management plan,
etc.
* Campaign Case Study Presentations-videotaped for discussion
with group and instructor
Saturday, September 27
* Presentations and Response
* Discussion of individual institutional problems
* Course wrap-up and evaluation
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
======================================================
Brenda Weatherston, Program Coordinator
Cultural Resource Management Program
Division of Continuing Studies, University of Victoria
PO Box 3030, Victoria B.C. Canada V8W 3N6
Phone (250) 721-6119 Fax (250) 721-8774
E-mail: [log in to unmask]
Visit our Web Site! http://www.uvcs.uvic.ca/crmp/
Distribution List: To receive bi-monthly updates, send a request to
[log in to unmask]
===================================================================
UPCOMING LEARNING OPPORTUNITIES FOR MUSEUM & HERITAGE PROFESSIONALS
===================================================================
On Campus Courses:
Public Relations & Marketing Strategies Sept. 22-27
Planning in Cultural Organizations Oct. 20-25
Managing Natural History Collections Nov 12-21
Managing Cultural Organizations Nov 26-Dec 5
Exhibit Design and Installation Jan 21-30
Museum Revenue Development and Management Feb 23-28
The Fabric of Heritage Buildings March 4-13
Distance courses
September-April: Introduction to Museum Studies
October-Feb.: Human Resource Management
January-April 1998:
Museum Information Management, Introduction to Heritage Conservation
Financial Management
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