An approach to the management of communication in the museums: Changes and trends at the change of the century

Abstract

This research aims to study and analyze the relationships that develop museums with their audiences through the media and public relations department, an audit of these departments. . This work, assumes insight into various aspects of public relations management and communication: The object of study is formalized so in two basic issues, which in turn, they will be dividing into more concrete and specific aspects. The theoretical basis of the research is the work of J. Grunig and T. Hunt, establishing guidelines to audit the activity of public relations. For this reason, the hypothesis of the research using this theory as a theoretical basis: Museums manage their communication on the model of public relations public information aimed at disseminating information, no other persuasive goal or understanding. In-depth interviews, direct observation and content analysis research techniques were selected for study. Under the assumption that the museums apply a model of public relations aimed at disseminating information, without prior investigation and no other persuasive goal, we developed this research.