The "Foundation Melilla Monumental City" (2001-2014)

Abstract

Media are one of the most relevant publics for museums and heritage equipments. If museums, by using a good Public Relations strategy, are able to generate and maintain a fluent relationship with media, these offer perfect communication channels to be in contact with the rest of the museum's publics. In this sense, media are the perfect ally for museums. However, unfortunately, very few of the stories generated by museums last in press scoop. If museums want to receive publicity from media, it is strictly required to have a deep knowledge of the media routines, of how journalists work and about the notion of "news" itself. This paper presents the keys, strategies and tools that people in charge of museums communication departments have at their disposal in order to establish and strengthen an advantageous relation with media.