Communication strategy of the National Museum of Natural History ”Grigore Antipa”

Ruxandra Irina POPESCU

Abstract


Due to the amplitude of the communication techniques in the public area in Western Countries and the spectacular development of publicity and public relations in this field, we find it interesting to analyze how and if this measure can be applied by Romanian public institutions and to Romanian public products. Thus, we discovered the sustained effort of the National Museum of Natural History “Grigore Antipa” (cultural nonprofit institution which delivers goods as public cultural products towards the entire nation’s population) to promote itself and to communicate its activities to the public by using various techniques, both publicity and public relations, elaborating and creating exhibitions, conferences, festivals with interactive activities for the public, to involve him and transform him from a passive visitor of the museum into a participant at the cultural act. In 2003, the National Museum of Natural History “Grigore Antipa” from Bucharest began the implementation of an intense program of integrated marketing communication. The notion involves a strategic communication plan which uses more channels, addresses to various types of public and regards results achievement (cognitive, affective and behavior like) – plan borrowed from the commercial area and applied in order to replace itself in the public’s mind, to achieve a larger exposure and to convince the public that, besides the scientific and educational role it plays, Antipa Museum offers also a relaxing way of spending free time. In this matter, I have analyzed the strategic and integrated communication plans of the museum, following each step, starting from research and to the result evaluation.


Keywords


evaluation; public institutions; culture; capacity; analysis; Grigore Antipa; communication strategy;

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