Design, Presentation and Marketing
"PR is no longer about keeping friends with the local journalist and churning out press releases like it used to be a decade ago. It has changed into combining traditional PR with content marketing, social media and search: you speak directly to your target audience online. This is what we call digital PR.
Whatever you do with your PR campaign: social media, printed material, websites – please keep in mind that it is often the first contact, the first impression which customers have of your museum. The image you create sets the level of their expectations. For example if you show Roman soldiers on your flyer, they will expect to see them in real life."
Extract from PR Handbook OPENARCH | Communication Strategy - Strategic Public Relation for Archaeological Open-Air Museums by Zielinska and Paardekooper (2013)