Public Relations Strategy in Improving Museum Image as Public Education Vehicle and Tourist Attraction

—As one of the public education facilities, museum was still perceived as a less attractive place by community as well as visitors. Even though in some destination, it was developed into a tourist's attraction, the image of a museum as old-fashioned and boring places were, even so, perceived by some people. As a non-profit institution, museum often has difficulties in marketing and promotion so that the public relations were proposed to be a solution to disseminate information and image for attracting visitors. This research would emphasize the PR strategy of Geology Museum in Bandung, Indonesia. The method was qualitative research by using a case study approach. The situation analysis was conducted before evaluating the PR strategy used by the museum. The results showed that the museum faced some challenges, such as conservation issues for the artefacts, public service, and the advancement of technology. The use of social media and events became an example of public relations strategy to improve the museum image as a vehicle of public education and tourist's attraction.