NEUE PR-INSTRUMENTE: INSTITUTIONELLE KULTURBLOGS
NEW PR TOOLS: INSTITUTIONAL CULTURAL BLOGS

Summary/Abstract: Blogs began as individual online journals; however, they are now increasingly used by institutions as well and have thus become institutional blogs, instruments of marketing and public relations. As such, they have lost their original character. What content do they offer? How is the institutional blog used to tell stories and increase public interest in the institution, build communities of interest around it, and solidify relationships between people? These questions will be explored through examples of blogs from cultural institutions, with a focus on museums.

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