What is Museum-Specific Communication Resources

The focus of museum communication has shifted from visitors to a variety of key stakeholders and new emphasis is being placed on museum-audience relationships. The literature on this topic has quite neglected to consider the evolution of museum communication activities up to date, and studies have not proceeded to identify stakeholder groups which may relate to museum in different ways. This chapter aims to fill this gap by providing a museum-specific framework for communication-management. The latter intends to be a practical tool to help in managing relations with stakeholder groups. Key concepts of corporate communication are contextualized to museums, starting with the depiction of museum personality, identity, image, and the process of development of museum reputation is explained. The latter may be considered as a multifaceted process; to understand the evolution of museum reputation and guide its correct development. Focus is given to information and communication technologies, which have changed the way people interact with museums.