MU.COM. PROJECT
SWOT ANALYSIS BASED ON
QUESTIONNAIRES OUTCOMES
Irene Salerno, CIDEM
Start-up Meeting
Rome, 3-4 February 2011
OVERVIEW
The SWOT analysis has been realised in the
frame of the Work Package 2 of the MUCOM
Project so as to point out strengths,
weaknesses, opportunities and threats of the
starting Model for “Museum Communicator”.
OVERVIEW
The analysis is based on the results of a
preliminary research report – that will be
soon available on the Project website- made
through questionnaires.
OVERVIEW ON
QUESTIONNAIRES RESULTS
Questionnaires have been focused on a set of
questions, aimed at investigating:
 WHO WE ARE: characteristics of the Institutions
involved in the project and evaluation of their
communicational power
 WHAT WE ARE STARTING FROM: Evaluation and
pertinence of the starting Model proposed for
developing the Course for “Museum Communicator”
 WHERE ARE WE GOING TO: Indications about
strategies, specific needs, possible criticalities related
to the transfer of the F-MU.S.E.U.M. Model and the
development of a Course for “Museum
Communicator”.
OUTCOMES
….about the Partnership:
Museums and communication
The Museums concerned have in their staff 1
to 4 people in charge for the internal and
external communication. These resources are
mainly specialised in Journalism, PR or
Museology.
OUTCOMES
….about the Partnership:
Museums and communication
Personnel working as “Communicators” within
the Partner Museums are usually working in
Press Offices of the concerned Institutions,
sometimes coordinating their activities with
the IT Department.
OUTCOMES
….about the Partnership:
Museums and communication
Some of the Partners have a specific experience
in the field of Museum Communication: the
Brukenthal Museum and the Jordan Ivanov
Museum participated into specific training
actions developed within the F-MU.S.EU.M.
Project (e-course for “Virtual Museum
Communicator”). Furthermore, as we just heard
they both have training strategies and plans.
OUTCOMES
….about the Partnership:
Universities and other subjects
Apart from Museums, some of the other
Institutions involved in the Project had
developed, previously, innovative pilot
experiences
related
to
Museum
Communication: EUROINNOVANET has been
leading the F-MU.S.EU.M. Project in the frame
of which an e-course for Virtual Museum
Communicator has been realised;
OUTCOMES
….about the Partnership:
Universities and other subjects
The Lucian Blaga University has developed, in
the frame of the post-graduate Master
programme, two courses, “Communication in
social field” and “Patrimony theory”.
Furthermore, the University is currently
offering a graduate course in “Museology”
(third year).
EVALUATION OF THE
STARTING MODEL
The evaluation of the Starting Model has been
positive.
The proposed communication strategy as well
as the core competences of museum
communicator have been regarded as effective
and well focused, usable both for real and
Virtual Museums.
RECOMMANDATIONS
TO DEVELOP THE STARTING MODEL
According to questionnaires outcomes, the
development of the starting Model has to be
aimed at increasing Museums visibility,
attracting more visitors and empowering the
educational mission of Museums, thus
contributing to people’s personal development,
especially for the young people.
MUSEUM
COMMUNICATION FOR….
… helping Museums to better approach the
public and the media by increasing their
communicational power and assuring the quality
of their communicational strategies
... promoting the image of the concerned
Museums
...enlarging the number of Museums visitors
MUSEUM
COMMUNICATION FOR….
...increasing Museums educational role
...increasing the links between the beneficiary
Museums and the local cultural shareholders
...increasing social consciousness on the
importance of protecting and preserving the
cultural, historical and natural Heritage
...promoting local tourism
SWOT ANALYSIS
….SOME KEY ISSUES
KEY ISSUE n. 1
Priorities
Museum Communicator for….:
A. Communicating with the large audience
B. Communicating with the mass media
C. Communicating with the networks of
territorial actors
D. Empowering the educational role of
Museums (what target?)
KEY ISSUE n. 2
What course?
A. For whom? (Students
or Museums
employees?)
B. What will give? (is it possible to think to a
final certificate recognised at the partnership
international level? )
KEY ISSUE n. 3
Couse identity
A.
B.
What kind of course
A high-level professional training course?
A post graduate Master?
Based on which multimedia?
Training needs: what basic subjects/ modules
should be included?
THE END