The complexity and creativity of modern museum management

Abstract

On the one hand, museum management includes all aspects of museum management - management of visitor needs, collections management, restoration and works management, cataloging practices, selection of exhibitions of artistic and cultural significance, etc. On the other hand, it involves financial (accounting, management control, finance) and legal responsibility, security, human resources and marketing. Traditionally, museums perform the function of collecting, storing and transmitting cultural values, and new trends mean the transformation of museums into cultural, historical and recreational centers. Important is not only creating an exposition or holding exhibitions, but also the development of recreational infrastructure during the visitor's stay in the museum.

In the arts and culture sector, attracting potential visitors is a priority. How should we influence visitors to come back to our museum? Museums should be focused on the needs of visitors, because it is this audience that forms the vector of their development. At the present stage, there are several methods of interacting with visitors, which are divided into standard and digital offers. By standard methods we mean: thematic excursions, workshops, movies, meetings with artists and scientists, educational games, etc. Standard methods involve interacting with museum visitors in an offline environment. And digital (online) relationships include webinars, thematic online quizzes, podcasts, etc. At the beginning of the 20th century, training programs for museum management and marketing were created, and many employees of American and European museums received management and marketing training organized by the Getty Leadership Institute (USA) and the Clore Leadership Program (UK). It is necessary to maintain an intellectual balance between the core mission of museums and economic reality, we can use a model of two managers: a director and a creative director, where a shared vision and effective communication will be guaranteed. We can use one of the common forms of museum management - the idea of self-organization, which is a phenomenon of group work where hierarchical structures are minimized and decisions are made at the local level. Informal leaders are being formed who deserve the respect of museum leaders; they exist in every museum as an essential component of effective self-organization.