Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions
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PART I: MARKETING AND PR PRINCIPLES FOR THE 21ST CENTURY 1. Marketing in a new dimension 2. Public Relations is more than PR 3. The Marketing Strategy - Stage One - The Internal Audit 4. The Marketing Strategy - Stage 2 - The External Audit 5. A Public Relations strategy for every occasion 6. Everything you want to know about brands and branding PART II: FROM THEORY TO PRACTICE 7. Creating the Marketing Plan 8. Tactical marketing and audience development 9. Making the most of your tourism potential 10. The media overview - the future is...? 11. Engaging with media through PR 12. Events as part of the public relations mix 13. Internal communications - new ways of communicating 14. Communicating with stakeholders and developing partnerships 15. Commercial and fundraising activities - the relationship with Marketing and PR 16. Crisis Communications PART III: RESEARCH AND RESOURCES 17. Research, monitoring and evaluation in Marketing and PR 18. Resources Appendix