Global PR that works: The case of the State Hermitage Museum, Saint Petersburg, Russia
N Grincheva, David Stevenson
Managing Organisational Success in the Arts | Routledge | Published : 2018
Founded by Catherine the Great in 1764, the State Hermitage Museum in Russia is one of the largest and best-known museums in the world. With 3 million objects displayed in six buildings along the Neva River, the Hermitage Museum occupies an important position alongside such leading museums as the Louvre, British Museum and Metropolitan Museum. The cases study looks at the International Hermitage Friends Club as a successful global Public Relation (PR) strategy that allows the museum to expand its audiences and constituencies far beyond the Russian borders.