Call for Speakers
In preparation of the ICOM-MPR Annual Conference 2011 in Czech Republic, Brno, The International Committee for Marketing and Public Relations (ICOM-MPR) is seeking expressions of interest from potential speakers who have expertise in the area of market communications and management of a museum.
Please submit your abstract to Simona Jurackova jurackova@szmo.cz by the 30th April, 2011.
Theme: Measuring (and Promoting) Museum Success
Introduction
Musems are significant cultural institutions within our society. Their success is measured by the value they produce. Knowing how to identify and measure museum success and use it in our promotions is a fundamental part of our practice because:
- It provides museums with evidence of their effectiveness to use in promotions with governments, potential donors, stakeholders and tourism bodies;
- It enables them to plan programmes which will resonate with audiences build public profile and positioning; and
- Success is good for promoting museums – when supported by evidence it is a powerful marketing tool.
But how can we capture sucess and how can it be used in promotional campaigns and negotiations with stakeholders?
Main topics of the conference are:
1) Measuring success: current conversations with governments
How do governments measure the success of museums and what are the issues involved in matching government expectations?
2) How do museums measure their success?
What are the measures that museums and galleries use to determine their success and who do they have to satisfy?
3) How does the public measure the success of museums and how do we capture intangible values?
A particular attention will be paid to marketing. We plan a special session each day focused on usage of evidence in museum marketing and promotions. How do we use values to promote brands, develop marketing campaigns or angage stakeholders?
We would appreciate if you adress your speach to one of these sub-themes.
For inpiration see:
O’Brien, David. 2010. Measuring the value of culture: a report to the Department for Culture Media and Sport, DCMS, London.
http://www.culture.gov.uk/images/publications/measuring-the-value-culture-report.pdf
Anderson, Maxwell L. 2004. Metrics of Success in Art Museums, Getty Leadership Institute.
http://www.cgu.edu/pdffiles/gli/metrics.pdf
Nolan, Tina R. (ed.). 2010. Musem Education and Public Value.
http://www.lcoastpress.com/journal_issue.php?id=144
Scott, Carol Ann. 2008. Using Values to Position and Promote Museums. International Journal of Arts Management. Vol. 11, No. 1, Fall, 28-41.
Scott, Carol Ann. 2010. ’Searching for the public in Public Value: arts and cultural heritage in Australia’ in: Cultural Trends, Volume 19 Issue 4, 273- 289.
Bakhshi, H., Freeman, A. and Hitchen, G. 2009. Measuring intrinsic value (how to stop worrying and love economics)
http://www.missionmodelsmoney.org.uk/page.php?id=34
Basic information about the conference:
ICOM MPR 2011 annual conference takes place in Brno,Czech Republic, from17th to 20th September, 2011. The main local organizer is Silesian Museum (Slezske zemske muzeum), co-organizers are Moravian Gallery in Brno (Moravska galerie) and Masaryk University.
Kind regards
ICOM MPR