Strategic Communication in Cultural Organizations, the Landscape Museum

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This chapter intends to explore the role of strategic communication in cultural organizations, presenting the Landscape Museum. Since the field of strategic communication does not have a unifying conceptual framework (Hallahan et al., 2007), this work intends to explore one of the various communication pursuits: building and maintaining relationships or networks through dialogue. The Landscape Museum’s mission is to contribute to the development of a landscape citizenship, awakening a critical and participatory sense in citizens. The museum has been trying to achieve it by building and maintaining strong and permanent relationships through dialogue. Since “strategic communication also includes examining how an organization presents itself in society as a social actor in the creation of public culture and in the discussion of public issues” (Hallahan et al., 2007, p. 27) and considering Self’s (2015) proposal for dialogue, it “is not just about achieving consensus, but facilitates debate and advocacy in public policy formation” (p. 74), this chapter presents how the Landscape Museum specifically through its educational service has been promoting the acceptance, through dialogue, of ideas related to landscape’s protection and valorization and thus contributing to landscape citizenship
Original languageEnglish
Title of host publicationStrategic Communication in Context
Subtitle of host publicationTheoretical Debates and Applied Research
EditorsSara Balonas, Teresa Ruão, María-Victoria Carrillo
Place of PublicationBraga
PublisherUMinho Editora/CECS
Number of pages13
ISBN (Electronic) 978-989-8974-42-6
ISBN (Print)978-989-8974-41-9
Publication statusPublished - 2021

Publication series

NameColeção Investigação, Ciências Sociais


  • Landscape Museum
  • Strategic communication
  • Stakeholders
  • Mediation
  • Citizenship


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