博物館需要公共關係嗎？

Museums Need PR Too

本文試就公共關係的定義、概念與要件著手，逐步探討公共關係是什麼；並試圖從幾個不同的面向來看公共關係，包括從行銷學、大眾傳播與公共關係等；接下來探討公共關係在博物館界的發展，它為什麼在晚近才逐漸被接受。另外，也試圖了解博物館中公共關係所要做的工作有哪些？針對不同的博物館公眾所要進行的工作為何？並列舉幾則國內、外的博物館公共關係之案例，作為參考。最後就目前國內博物館在公共關係上所遭遇的一些問題進行探討，提出未來可以發展的幾個方向。

Do museums need Public relations? This is a question a lot of people are asking these days, and it is a problem that the modern museum must address. PR's most basic aim ---communication with the public is certainly a must for museums. The ultimate aim of museum PR is to establish good relations between the museum and the publicit serves. Put this way, PR is something that no museum can be without. Why do museums need PR? How should they use PR? What problems can be expected in carrying out PR? Here are some suggestions which may be helpful in answering these and other questions. This article begins by defining PR, its concepts and its basic operating tools. What is PR? How do the experts feel about PR? PR is defined as assisting an individual (or a business or non-profit organization) to establish good relations with the public through various communication channels or communication strategies. There are four main elements involved in PR operations: The Communicator; The Public; The Message; and The Media.