Reconfiguring PR Strategies in the Romanian Museums

Museums are vital organizations when considering the cultural and spiritual development of society. They are not only preservers of the cultural and scientific heritage, but also educators, entertainers, as well as representatives of public opinion. In order to be effective and to actively undertake all these roles, museums have to develop and implement complex strategies of public relations, which aim at their inner public, their visitors and different stakeholders, but also a the larger society. In the last decade museums in Romania have become more active and visible. This evolution is partly due to the development of specialized PR departments in many of them. Nevertheless, the museums in Romania are not as present in the public sphere, in the media and in the life of the communities as they should and could be. The national survey undertaken by the authors reveals a narrow variety of practices and lack of professionalism, but also openness in improving the specific processes and willingness to develop