keyword: Glossary, Marketing, Debate, ICOM MPR, ICOM Mexico
How we express ourselves and the words we use define us and place language at the core of our professional collaborations. For this reason, we have elaborated a glossary addressing museum marketing, communications and audience engagement activities, to be constantly developed through dialogue between experts on a collaborative platform.
Team participation, enriched processes
In 2019, audience engagement and museum education expert Adam Rosan discussed the need for a glossary with James Heaton (Tronvig). He believed that defining the concept was necessary to facilitate work between the different departments of the museum.
A group of US experts developed the glossary between 2020 and 2023, and it was made publicly available in 2020. American Alliance of MuseumsAnnual Conference in May 2023.
At that time, Deborah Ziska, President of ICOM MPR (International Committee for Museum Marketing and Public Relations), announced that ICOM Mexico would take up the project, develop a Spanish version and launch it with a training workshop for museum professionals. I suggested something. Events from Latin America and the Caribbean hosted by ICOM Mexico and the ICOM Secretariat and held in Mexico City in October 2023.
Figure 1. Presentation of Museum marketing, communications, and audience engagement glossary In Mexico.
In just a few months, the glossary was translated in time for the training workshop, thanks to the support of the Latin America team led by Sylvia Singer (ICOM Mexico Director General).
With the support of our collaborators, Glossary of museum marketing, communications, and audience engagement terms Available in both English and Spanish.hosted on Tronvig”platform.
Figure 2. Screenshot of links on Tronvig's website Museum marketing, communications, and audience engagement glossary.
There is no doubt that the selection, definition, and translation of words themselves posed major challenges for the professionals involved in the project. But it is also an opportunity to think deeply about particular themes and perspectives, often requiring an understanding of different approaches, and an opportunity to identify areas of agreement and differences that we hope will be genuinely and respectfully discussed. There was also.
A collaboration tool that is constantly being revised.
The glossary is organized in a practical way to make the terms easy to use and understand.
It currently includes 33 concepts, including: Audience, Audience Research, Visitor Experience, Vision. Each section contains the following sections: “What it means'', “How to use it'', “Why it's important'', a section titled “Notes'' that links to other concepts in the same glossary, and a bibliography. “TRONVIG Recommendations'' to provide, and finally a comments section where respondents can fill in their contact information.
Some concepts such as “”Accessibility” and 'DEAI (Diversity, Equity, Accessibility, and Inclusion)is especially pertinent to the diverse realities of our colleagues and institutions, proving the need for a Spanish glossary.
Figure 3. Screenshot Museum marketing, communications, and audience engagement glossary'Target' page. All sections corresponding to each concept are displayed.
Figure 4. Screenshot Museum marketing, communications, and audience engagement glossary'Viewer' comments section.
This glossary is designed for Spanish-speaking museum professionals in Latin America and the Caribbean and seeks to keep dialogue and discussion open between professionals, while continuing to It is intended to be an evolving project.
It should be noted that this project was developed within a museum community where audience-centered collaboration and conversation are fundamental practices.
The original group defined itself as: “We are experts in undertaking a variety of tasks in the fields of museum management, marketing, communications, fundraising and audience interaction, and also act as consultants for cultural industries and non-profit organizations.” Related Experts participated voluntarily, which is typical for museum professionals.
Participants meet monthly and are dedicated to not only creating materials to satisfy everyone, but also suggesting topics and addressing collaborations that arrive through the platform.
Our intention is to continue to evolve thanks to the feedback we receive from the professional community and the public, so other experts are invited to review the work in progress in an open conversation.
Museums have no borders, they have networks. This is an invitation to join
From this perspective, this project pays homage to ICOM's professional network and its activities. It benefits from the experience of its members, teams and other colleagues in the field.
This is an open invitation for you to join us in respecting and embracing each other's differences as we continue to expand our work.
We would like to express our gratitude to those who started the project to create this glossary, those who have been involved so far, and those who will participate in the future. Thank you for adding value to our field.
Contributors to the Spanish glossary include:
Sylvia Singer, Director of MIDE Museum of Economic Dialogue (Mexico), Director of ICOM Mexico
Maria Emilia Bayer, Director of Scientific Extension, UNAM (National Autonomous University of Mexico)
Ulises Jaramillo, Marketing Director; Parque ExplorerMedellin (Colombia)
Marijose Garduño, Engagement Coordinator, MIDE Museum of Economic Dialogue (Mexico)
Colleagues in the US who created the original English glossary, and ICOM-MPR (International Council of Museums, International Marketing & PR Committee) Chair Deborah Ziska, proposed the idea for a Spanish version and shared the name of Chair Gabriela Gil. invited ICOM Mexico to participate in this collaboration.
