一個好厝邊──談博物館的社區公關──

A Good Neighbor- How To Establish a Better Relationship Between the Museum and Its Surrounding Community

臺灣博物館界在發展社區公關的腳步，比起歐美國家仍然緩慢，但是博物館與社區之間卻是存有相互依存的關係。如何與社區建立良好的互動，爭取社區的資源，並發揮博物館的教育與文化中心的精神，便是現代博物館的一大挑戰。社區公關不像媒體關係或是消費者（觀眾）關係，需要投注十分龐大的精神與人力，相對地，是需要長時間的經營，才能產生累積的加成效果。本文從杜區公關的定義著手，並探討博物館社區公關的對象、發展的社會背景、並提出規劃與執行的原則，最後經由相關案例的探討，提出幾點結論與建議，以供有興趣的同好分享；並期待未來博物館與社區之間，可以共同合作經營社區，不只是好厝邊，更是永永遠遠好同伴、好朋友。

This article begins by defining community relations and its targets. From different viewpoints of scholars and experts, the definition of community relations is an interdependent relationship between the museum and its surrounding community. The museum can gain the resources such as financial support, volunteers, donation from the community. The community can utilize the museum as a learning and entertaining culture center. According to the perspectives of communication, resource dependence and PRs, the targets of museum community relations are as followed: I. local or regional government. 2. local organizations or groups. 3. local cultural and educational institutes. 4. local enterprise and companies. 5. opinion leaders in the community. 6. media and journalists. 7. local residents. Therefore, how to be a good neighbor becomes the main goal of the museum community relations, as a Chinese proverb says, With good morals, gather good neighbors.