April 19, 2024


Think Differently

Museum Advertising and marketing, Communications & Audience Engagement Glossary

Keyword phrases: Glossary, Marketing, Debate, ICOM MPR, ICOM Mexico

How we convey ourselves and the phrases we use, determine us, putting language at the core of our professional collaboration. For this rationale, we elaborated a glossary addressing museum advertising and marketing, conversation and viewers engagement pursuits, to be continually formulated by dialogue among the pros on a collaborative platform.

Group participation, an enriching course of action

In 2019, Adam Rozan, audience engagement and museum schooling experienced, reviewed the have to have for a glossary with James Heaton (Tronvig). He thought defining principles was required to facilitate perform between various museum departments.

A group of professionals in the United States designed the glossary concerning 2020 and 2023, it was publicly launched at the American Alliance of Museums’ annually meeting in May well 2023.

It was then that Deborah Ziska, president of ICOM MPR (Intercontinental Committee for Marketing and General public Relations in Museums), proposed that ICOM Mexico choose up the undertaking in get to develop its Spanish-language version and launch it at the Coaching Workshop for Museum Pros from Latin The united states and the Caribbean, organised by ICOM Mexico and the ICOM Secretariat that was held in Mexico City in Oct 2023.

Fig. 1. Presentation of the Glossary of Museum Advertising, Conversation & Viewers Engagement in Mexico.

Within just a few months, and thanks to the support of the Latin American crew led by Silvia Singer (Secretary, ICOM Mexico), the glossary was translated in time for the coaching workshop.

We are grateful that, with the backing of its collaborators, the Museum Internet marketing, Communications & Viewers Engagement Glossary is accessible in both of those English and Spanish. It is hosted on Tronvig’s platform.

Fig. 2. Screenshot of the backlink on Tronvig’s website to the Glossary of Museum Promoting, Interaction & Audience Engagement.

There is no doubt that the assortment, definition and translation of the text on their own represented a excellent problem for the gurus involved in the job. However, it has also been an option to replicate in depth on certain themes and details of check out that often call for us to recognize distinct strategies, but also to discover factors of agreement and variations that we hope will be cordially and respectfully debated.

A instrument for collaboration under regular critique.

The Glossary is structured in a functional way, so that the conditions may perhaps be quickly employed and understood.

It at this time encompasses 33 principles, such as: Viewers, Audience Investigation, Visitor Working experience, Vision. Each one contains the following sections: ‘What it means’, ‘How it’s used’, ‘Why it matters’, a portion titled ‘Notes’ that back links to other concepts inside the same glossary, ‘TRONVIG recommends’, which gives bibliographic references, and, ultimately, a comments segment wherever responders could incorporate their call details.

Some ideas, this sort of as ‘Accessibility’ and ‘DEAI (Diversity, Equity, Accessibility and Inclusion)’, are specially pertinent due to our colleagues’ and institutions’ various realities, proving the requirement of a Spanish glossary.

Fig. 3. Screenshot of the Glossary of Museum Marketing, Communication & Audience Engagement’s ‘Audience’ web site, demonstrating all sections corresponding to each and every strategy.

Fig. 4. Screenshot of the Glossary of Museum Advertising and marketing, Conversation & Audience Engagement’s ‘Audience’ remarks segment.

This glossary, designed for Spanish-speaking museum industry experts in Latin America and the Caribbean, is intended to be a job in frequent evolution – unfinished, as it ended up – in an endeavor to continue to be constantly open to dialogue and discussion between professionals.

It must be pointed out that the venture was made in just a museum group for whom collaboration and dialogue concentrated on audiences is a elementary practice.

The authentic team defines alone as follows: ‘We are gurus who undertake unique responsibilities in the fields of museum management, advertising, interaction, fundraising, and viewers conversation, and also provide as consultants to the cultural marketplace and non-gain organisations.’ The specialists associated participated voluntarily, which is a common practice in the museum profession.

Individuals fulfill month to month and are committed to performing on the material to make sure that the wording is satisfactory to all, as very well as to suggest subjects and offer with the collaborations that arrive by means of the platform.

Other specialists are invited to critique function as it progresses in an open discussion, due to the fact our intention is to go on to evolve many thanks to feed-back gained from the professional community and the public.

Museums have no borders, they have a community, this is an invitation to participate

From this place of see, this project honors ICOM’s specialist community and the get the job done it carries out. It rewards from the encounter of our users, our groups, and other colleagues in the subject.

This is an open invitation to join us as we carry on to broaden our do the job, and to be respectful and embrace our distinctions.

We thank these who initiated the challenge for the development of this Glossary, those people who have labored on it, and those who will participate in the long term. Thank you for introducing worth to our subject.

Glossary contributors in Spanish are:

Silvia Singer, Director, MIDE Museo Interactivo de Economía (Mexico) and Secretary, ICOM México

María Emilia Beyer, Standard Director of Science Outreach, UNAM (Universidad Nacional Autónoma de México)

Ulises Jaramillo, Promoting Director, Parque Explora, Medellín (Colombia)

Marijose Garduño, Engagement Coordinator, MIDE Museo Interactivo de Economía (Mexico)

Unique many thanks to our U.S. colleagues who designed the first glossary in English, as properly as to Deborah Ziska, president of ICOM-MPR (Intercontinental Council of Museums, Intercontinental Committee for Promoting & PR) and James Heaton, founder of Tronvig, who conceived the plan of a Spanish-language variation and invited ICOM Mexico, in the individual of its President, Gabriela Gil, to sign up for this collaborative effort.