Managing media relations in museums through the Internet: A model of analysis for online pressrooms in museums

Identifier:  imarina:5127090

Handle: https://hdl.handle.net/20.500.11797/imarina5127090

Authors:  Capriotti P; González-Herrero A

Abstract:
The main objective of this article is to analyze online pressrooms developed by museums on their corporate websites, and to assess how these institutions communicate with the media. Four key elements are evaluated: the presence of online pressrooms on museum websites, the type of content given, the information tools provided, and the resources available for providing feedback. The results suggest that the museums studied do not use the advantages of online pressrooms to communicate more frequently and better with journalists and, instead, merely reproduce the one-way, passive forms of traditional offline media relations. The paper helps to define a model for analyzing online pressrooms that shows how museums develop their media relations through the Internet and how they can implement tools to foster and improve interactive communication with the mass media. © 2013 Taylor & Francis.