How the National Museum of Science and Technology Repositioned its Brand with the Help of Mynewsdesk
Sweden’s National Museum of Science and Technology, soon to be 100 years old, is on a rebranding journey. Using Mynewsdesk as its main PR tool, the organisation has made a shift from being seen as a family museum to becoming an experience arena for a larger audience.
For almost 100 years, the National Museum of Science and Technology has worked towards making a complex world more understandable by explaining the role of technology in society. A few years ago the museum decided to develop its offer with longer opening hours, a wider range of programs, a new visualisation dome and two new branches. At the same time, a rebranding project was launched to broaden the image of the museum.
The National Museum of Science and Technology has long been seen as an obvious choice for families, but we wanted to show that we are much more than that. We have become a place to experience, understand, discuss, and help shape the world we want to live in, says Calle Ros-Pehrson, Press Officer and Communicator at the National Museum of Science and Technology.
The Importance of Constant Development
The museum’s major challenge has been to take advantage of the broad variety in its communication. Reporting on everything from role-playing clubs to collaborations with researchers and the major investment Wisdome Stockholm requires a platform that supports the entire PR process and evolves in line with new needs.
Mynewsdesk helps me with so much more than just monitoring or publishing press releases. It is a daily tool that with new AI services also has become a sounding board. For us, it is important to work with a platform that is constantly evolving in relation to our needs without becoming difficult to use. Mynewsdesk has always been at the forefront and an obvious tool in our work with PR, says Calle Ros-Pehrson.
From Family Museum to Social Actor
To evaluate the impact of its work, the museum decided to also move its media monitoring to Mynewsdesk. This has allowed the organisation to follow up on its efforts in an even easier way than before due to features such as benchmarking and automatic reports. Calle Ros-Pehrson says that it’s not always about the numbers, but that the results, in this case, are very clear.
Every press release we publish with Mynewsdesk helps build the story of what the National Museum of Science and Technology is. If we look at the traffic in the newsroom and on our website, we have a different type of search today. Lifestyle and society magazines that may not have covered us before are showing greater interest in what we do. We also see it very clearly in the editorial texts that appear in the coverage. People now talk about us as a social actor that is somewhere between entertainment and education. That’s where we want to be, says Calle Ros-Pehrson.
Award-Winning Achievements
Another clear example of the museum’s success is reflected in winning the Nordic PR Awards 2023 in the category Mastering Measurement. Through outstanding PR and communication efforts, the National Museum of Science and Technology has shown that it is not just about volume or reach, but about the relevance of the story.
This award is an incredibly nice acknowledgement of the work we have done, and shows that we have developed our PR in the right direction for our future initiatives, concludes Calle Ros-Pehrson.
