Museu: novos aspectos informacionais, comunicacionais e gerenciais

Abstract

The article contributes to the debate on the sustainability of museums with reflections on the research “Marketing and Public Relations in North American Museums”. In the organizational structure of these museums the Development activity includes the sectors of membership, corporate membership, special events, public relations and advertising, publications, bookstores, shops, restaurants and product design. This activity aims to raise vital funds to finance the operations related to a museum - acquisition of art works, collection preservation, research and exhibitions - and to increase communication with different audience segments, also on the social point of view, making it more inclusive. It also addresses the need for museums to develop integrated marketing communication and internal coordination to maximize the communication of their messages. The methodology used the Benchmarking in order to verify how these sectors performed in the internal structure of several museums. It was obtained as a result this model of museum management, supported by marketing and communication tools, developed in the United States, triggering this promotional strategy addressed to audience development and to finance its main activities. It was found that both the public museums, which receive government financial contributions, such as those fully private are seeking their financial autonomy by a management equation that optimizes the contribution and public support brought by visitors and enterprises.