Photograph by Phil Sayer

Put your museum in the spotlight

Nicola Sullivan, 01.11.2016
MA seminar shares innovative, creative and effective marketing and PR strategies
The Museums Association (MA) is putting on a one-day seminar to highlight ways in which cultural institutions can stand out from the crowd by utilising effective marketing and PR approaches.
Chaired by Pandora George, the founder of Bullet PR, On Message: Effective Strategies for Marketing and PR, will take place on 6 December at the Royal College of Surgeons in London.
The speakers will cover a number of different topics including pitching stories, writing press releases, media interviews, social media, publicity stunts, measuring online success and engaging local Instagrammers and bloggers.

Ben Luke, the art critic at the Evening Standard, will talk about the kinds of stories that interest the media and share his dos and don’ts on managing relationships with the press.
“Be clear what particular journalists tend to cover: don’t offer stories that will clearly work for an arts correspondent to an art critic. Even the briefest Google of a writer’s most recent articles should reflect the scope of their brief,” wrote Luke in an article for Museum Practice.
Meanwhile, Jody East, the creative programming curator at the Royal Pavilion & Museums, Brighton and Hove will reveal how teenagers and young people can bring a fresh and contemporary voice to social media content used to promote exhibitions.
“They see things differently to how people immersed in museums seem them,” East told Museum Practice.

“One of the digital ambassadors wasn’t really fussed about the content of the exhibition, but he loved the mannequins and he made these really quirky Instavideos of them, which were really interesting,” she added.

Ellie Manwell and Louisa Bee from the communications team at the Dulwich Picture Gallery will share how a creative, content-rich approach means the institution can hold its own against large London-based nationals in central locations.

Graham Davies, the digital programmes manger at Amgueddfa Cymru (National Museum Wales), will shed light on creating measurable marketing goals and objectives, while Zak Mensah and Lauren McGuffog from Bristol Culture will talk about using digital content and printed materials to promote their eclectic exhibition programmes, as well as going viral, flash ticket sales and publicity stunts.
George said: “I’m looking forward to chairing the Museums Association’s event on marketing and PR. There is a great line up of speakers who between them have a really broad range of insights and skills across all the communication channels so there should be essential advice for anyone looking to promote their museum, venue or event.”