博物館媒體策略探討－－以國立科學工藝博物館「鎖與鑰匙二千年」特展為例

The Study of Museum Media Strategies : the Exhibition of 'Locks and Keys 2000' in National Science and Technology Museum as an Example

媒體對於組織塑造形象、提高知名度有其助益。本文探討博物館之媒體策略對博物館的影響，並以國立科學工藝博物館「鎖與鑰匙二千年」特展， 為實務探討的對象。博物館公關人員應基於行銷的理念，致力於媒體溝通，提供詳盡的展出訊息，與傳播媒體建立良好的公共關係，並進一步設計與展覽相關的事件，因此吸引媒體深入報導，以期借由媒體廣大的傳播力量， 提高博物館形象與知名度，同時成功的推介好的展覽活動給大眾。

Usually, museums attract the attention of the public through the media. Moreover, it helps to improve the image of museums by having mass media exposure. Although museums have no authority to decide what the media should report, museums should make effort to establish mutually beneficial relationship with the media based on each others needs. Public relations officers play an important to le linking museums and the media. It is important for public relations officers to have a comprehensive knowledge on museum activities and exhibitions. It is also important for public relations officers to recognize what type of news the media prefers. By doing so, museums will be able to shape their image and attract the attention of the public by designing event-orientated activities.