博物館肩負文化象徵、社會教育的使命,其宗旨發揮與形象建立,除了仰賴本身在六大主要功能──研究、蒐藏、保存、展覽、教育、休閒娛樂的充分發展以外,尚須透過良好的溝通工具,樹立獨特鮮明的形象,將優質服務與展覽內容有效、廣面地傳播出去,以吸引觀眾關注或實際參與,進一步提昇博物館服務社會的公益價值。本文從博物館的新聞溝通切入,探討博物館如何運用新聞發布工具,以館方自主掌控、免費操作的方式,透過媒體報導的傳遞與轉譯,與民眾建立溝通橋樑,塑造博物館正面的「有機形象」(Organic Images)。同時,也經由媒體的報導與監督,促進博物館服務社會的公共性格表現與大眾利益。本文佐以近年來成功的新聞發布案例,略探藝文新聞操作概況,對於今日博物館的新聞溝通,分析可思考的方向。
The Museum is a cultural emblem and a component of social education. To fulfill its mission, the Museum not only aims to fully develop its six functions—research, collection, conservation, exhibition, education, and entertainment—but also to utilize efficient communication instruments. By doing so, the Museum establishes a unique image and effectively communicates with the public. Furthermore, the Museum is able to increase public participation and enhance its public value. This essay focuses on how the Museum can further its mission via press communication and the shaping of "organic images." Through press reports and supervision, the Museum enhances its "publicness" and public interest. Some recent examples are provided and discussed. This essay concludes with recommendations for museums in terms of press communication