PROMOTION OF POLISH MUSEUMS
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Awareness of the necessity of promotion on has already become universal among Polish museums. True, the majority implements a basic promotion on programme applying traditional instruments but the number of examples of innovative undertakings is growing. This holds true both for the largest institutions and modest museums in small localities. The group of museums successfully competing with other cultural institutions for the attention and time of the recipients is on the rise. The most active and pioneering are new museums, recently opened or initiating their activity. The chief weakness of museum promotion is the lack of strategy and long-term projects, insuffi cient identification of recipients, and concentration on product campaigns without concern for the image of the whole institution.Communication between museums and the public is undergoing a number of changes. The institutions are attaching increasing significance to the visual setting, reaching for instruments used up to now for the promotion of tourism, benefiting from new technologies off ering mobile applications and rendering possible virtual tours, and testing the potential of social media. Alongside the relatively small group of leaders acting in a thoroughly modern way adapted to the requirements of the contemporary museumgoer, a large part of museum institutions does not employ solutions enabling them to establish closer relations with the public and involve it into cooperation in order to create a truly participatory museum.
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