20190912_MUN_PresentationCongressReputation

Pamplona as a world venue for reflection on the reputation of museums. This is how the congress International Building Museum Reputation Conference has been presented, which will be held from September 18 to 20 at the Museo Universidad de Navarra. The conference, for which 150 people from seven countries have already registered, is organized by the University of Navarra, the Museo Nacional del Prado and Corporate Excellence - Centre for Reputation Leadership. They are also supported by partnership from Fundación Telefónica and Fundación bancaria LaCaixa.

Registrations for the last places are still open and access to the first workshop, to be held at the Museum Theater, will be free for all the public. In addition, Navarrese who wish to participate in the full congress will have a special discounted rate.

This Thursday, Juan Manuel Mora, Vice President of Communication of the University of Navarra, and Jaime García del Barrio, director general of the Museum of the University of Navarra, have pointed out the keys of this congress, in which 33 speakers, representatives of 30 Spanish and international museums, will intervene.

"Pamplona is going to become the headquarters of an international meeting with the presence of representatives of very important museums in the world. We would like the city to be a place of reference letter and meeting for reflection on this topic, as it already is for universities around the world," stressed Mora.

The speakers explained that the congress will analyze, among other topics, the impact that the reputation of museums has on the brand of a city, a country and even a business, through sponsorship and collaborations.

Likewise, García del Barrio explained that "the intention of hosting this forum is to promote a constructive dialogue that will be the seed of a reflection, a study, a work about reputation that will also allow us to learn. And we want this learning to be extended to the whole city".

Participating in the congress will be professionals from the sector such as Miguel Falomir, director of the Museo Nacional del Prado and academic president of congress; Mikhail Piotrovsky, director of the State Hermitage Museum, St. Petersburg; Axel Rüger, director of the Royal Academic of Arts in London, who until last June had occupied the position of director of the Van Gogh Museum; Penelope Curtis, director of the Calouste Gulbenkian Museum in Portugal and former director of the Tate Modern in London; Gilles Lipovetsky, French philosopher and writer; Juan Ignacio Vidarte, director of the Guggenheim Museum Bilbao; Ricardo Martí Fluxá, president of board of trustees of the Museo Nacional Centro de Arte Reina Sofía; and Francisco de la Torre, mayor of Málaga, among other speakers.

The Vice President of Communication also explained that the origin of this congress is a study carried out by Cees Van Riel, professor of Corporate Communication at the Rotterdam School of Management, which reveals which museums have the best reputation worldwide, a vital intangible value for contemporary cultural institutions. This report was presented in Madrid by the University of Navarra, the Museo Nacional del Prado and Corporate Excellence, a quotation attended by a large representation of Spanish museums. The congress is a continuation of this work initiated by Van Riel, who will give a lecture on how the best museums in the world manage their reputation.

The conference will be dedicated to reflecting on the external and internal factors that influence the reputation of museum institutions. In addition, the keys for the management of reputation and the parameters for measuring intangibles will be addressed through case studies. Thus, as pointed out by director of the Museum of the University of Navarra, issues such as "the way in which a museum has an impact on the brand of a city, as in Bilbao, Manchester or Malaga, and how sponsoring companies benefit from the support of these institutions.

In order to reflect on the current scenario and provide answers to these and other questions that affect the reputation of museum institutions, various conferences, round tables and workshops have been organized in four different blocks.