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The author has designed a dual methodological approach, using qualitative and quantitative research methods. Also, quantitative research was employed, designing a questionnaire directed at the local community in Tarragona Spain. The results show that museums have a narrow view of their publics, which is focused basically on their visitors, and that they are familiar with and use communication tools and techniques, although with a tactical perspective.
The paper was focused on all the museums in Tarragona, but it is a small number of organisations, and therefore, the results are not necessarily representative of all Catalan or Spanish museums. The paper presents a specific methodology for analysing the communication of museums of any kind. From an academic perspective, this paper can improve our understanding of how museums communicate with their publics.
It can be used by other researchers to analyse these types of organisations, and to promote the comparison of results. From a practitioner perspective, the results can contribute towards identifying some of the strengths and weaknesses of communication policies and activities of the museums and help to improve their communication management.
Capriotti, P. Emerald Group Publishing Limited. Please share your general feedback. You can start or join in a discussion here. Visit emeraldpublishing. Findings — The results show that museums have a narrow view of their publics, which is focused basically on their visitors, and that they are familiar with and use communication tools and techniques, although with a tactical perspective.
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La Imagen de Empresa
Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. Museums are developing a broader commitment to society. Strategic Communication can decisively contribute to the development of this new mission of museums. The principal aim of this article is to study the importance given to communication by the museums, and to examine how they manage communication with their publics, analysing those aspects which are linked to the communication planning process of the institutions. Save to Library. Create Alert.
La Imagen De Empresa Estrategia Para Una Comunicación Integrada by Capriotti Paul