Title Museum Communicator - MU.COM.
Project Number 2010-1-IT1-LEO05-01010
Product Self-learning Course for Museum Communicator
Title Self-learning Course for Museum Communicator
Product Type program or curricula
Marketing Text The course is aimed at training a new professional figure, the “Museum Communicator”, and provides the opportunity to acquire specific skills for a particularly innovative professionalism within the museum sector.
For what needs. Both public and private museums - especially the medium and small-size ones - seem to be affected by the actual unfavourable phase of the economy, in the same time in which a new role of them is being defined: in addition to protection, preservation and exhibition of heritage, the “modern” museum becomes a public space, a place of enjoyment and expression of cultural identity for a wider audience. Museums are going beyond the traditional dichotomy between preservation and enhancement, rewriting the same mission in new terms. The information and knowledge society has profoundly changed the previous schemes: each subject is immersed in a continuous network of communication and, therefore, of relationships with others. Museums are taking part in this new condition that determine, in a dynamic and progressive way, their mission. Hence, the increasing importance of communication, broadly understood as the capacity to promote itself and interact at various levels and toward several objectives. On the other hand, the central importance currently assumed by culture, makes all the territorial actors (including museums) share the objectives of cultural development, social and economic development of their territories for the “cultural tourism” development as well as for the cultural training and use, both phenomena becoming increasingly popular. It follows that the museum has to adopt strategic capabilities for the proposal, the communication and the cooperative relationship with other subjects. Features being mostly innovative, requiring a specific professional: hence the profile of the “Museum Communicator”.
With what role. The “Museum Communicator” works closely to the leadership of a museum, rather s/he is an important member of the management staff, that can be working as an internal or also as an external member of the team. His/her activities, agreed with the museum management, are divided into three main areas:
· S/he takes care and plans the communication with the general public,
· S/he plans and manages the relationship with the media,
· S/he identifies, facilitates and promotes relationships, partnerships and projects with other local actors.
As the “Museum Communicator” is acting on different contexts - inside and outside the museum – his/her competences have to cover an ample range.
With what skills. The course outline has taken into account this need that is - however - a great innovation in the traditional professions that we can find in the museum institution. As we will see, there are some subjects that are traditionally more related to a museum (such as museology, regulations on cultural properties, etc..); others that, although having became part of the international horizon, are gaining new impulse and meaning (for example, the didactics, here meant more correctly as educational activity addressed to diverse kind of publics); others again that in the hands of the “Museum Communicator” acquire greater depth and meaning in comparison to being handled by a PR. This is due to the whole vision and, above all, the role played by the museum in the territory (for example, the techniques related external communication: advertising and relationship with the media, the dissemination of events, etc..). Other issues, finally, affect the ability to evaluate resources and constraints of the museum and territory, to establish cooperative relationships and structure design strategies, test the potential and then measure the impacts (for example, the techniques of social research, planning and monitoring of activities, project management etc..). To familiarise with these disciplines is a crucial added value for the “Museum Communicator” and an important support for the museum, compared to the skills of the other professional working inside museums.
Target group Museum operators, university students and young people accessing the labour market.
Result 164 people having enrolled in the course, more tha 100 attendance certificates given.
Area of application