National Portrait Gallery: History, Objectives, and Stakeholders

Discover the history and organisational structure of the National Portrait Gallery. Learn about its objectives and current trends. Identify the key stakeholders and their power and interest in the gallery. Explore the governance and operation of the museum.

National portrait gallery

Table of Contents
Task One..........................................................................................................................................4
Overview ....................................................................................................................................4
Give an overview of the National Portrait Gallery including its history and organisational
structure.......................................................................................................................................4
Objectives AND TRENDS ........................................................................................................4
Identify all the objectives of the National Portrait Gallery.........................................................4
Sustainability [250 words]..........................................................................................................6
HOW THE MUSEUM OF LONDON OPERATE ....................................................................9
Governance ................................................................................................................................9
Identify the chairman, board of directors and chief executive of the National Portrait Gallery
in a diagram including all their names. Explain whether they are executive or non-executive
directors. Identify and describe standards of good governance that they follow. ......................9
Task Two ......................................................................................................................................11
Stakeholders .............................................................................................................................11
Stakeholder Power and Interest Theory ...................................................................................13
stakeholder power and interest [300 words].............................................................................14
Current Issues ...........................................................................................................................16
REFERENCES .............................................................................................................................18
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Task One
Overview
Give an overview of the National Portrait Gallery including its history and organisational
structure
The National Portrait gallery, London was founded in the year 1856. The main objective
of this gallery is to promote understanding of women and men who have created history for
British. This museum promotes the appreciation and understanding of portraiture in all media. In
this gallery, there is collection of famous portraits across the world. This collection is displayed
in London and other parts of UK. The collection of this museum is continued to be displayed
in London as St. Martin's Place. This gallery is supported by both government and individuals,
foundations and trusts, shops, and by using website. The main motive of this gallery is to become
the foremost centre for study as well as research into portraiture. This Gallery has a wholly
owned subsidiary company known as National Portrait Gallery company limited. This company
is having six directors which consists of a Trustee, three gallery senior executives and two
independent non executive directors. The Portrait Trust was established for working alongside
the gallery in order to promote enjoyment of people. This trust is not active since few years. The
auditor of this gallery's account in controller General. The National Audit Office is not providing
any non audit services.
Objectives AND TRENDS
Identify all the objectives of the National Portrait Gallery
Objectives of National Portrait Gallery Activities for achieving these
objectives
To increase the understanding as well as engagement
with the collection and art of portraiture
Exhibitions have been shared with
partner institutions abroad like
Gainsborough's family Album.
This Gallery provided a forum for
scholars who are working on

different subjects. Conferences are
developed through universities
and partnerships.
To develop gallery's collection and create opportunities
for commission and acquisition and also improving
conservation and care
The Gallery includes twentieth
century individuals including
Audrey Hepburn and this was
bought from The Bern Schwartz
Family Foundation. This
collection also includes varied
programmes of commissions for
addressing under represented
areas of the collection.
To enhance the range of audiences for National Portrait
Gallery
New acquisitions budget were
made for the reference collection
and a number of important
purchase were possible by this
collection. This gallery launched
Friday Lates, which is an evening
with DJ's, Pop up bars, drawing
class and talks.
To make national hub of the gallery and share ideas and
expertise regarding portraiture and learning centre in
London.
This gallery initiated various
touring exhibition projects with
the partnership of national Trust.
This gallery also has loans
programme for supporting
exhibitions in UK as well as
abroad.
To maximise the financial resources which are available
by both private as well as public sector support, licensing
and trading by effective management of assets and
This gallery has catering service
too which has views of Trafalgar
Square and Portrait cafe at

resources of the Gallery basement.
To develop an essential resource i.e. staff by extension of
staff diversity, development and training programmes.
This Gallery has promoted
engagement and involvement of
staff by providing equal
opportunities to all people within
museum.
Consumer trend that is followed in National Portrait gallery is that this organisation is
working for developing and progressing the project of inspiring people. This project is based on
using the consumer opinion and their choice for providing service. This Gallery contains
information about various famous people of British who are involved in doing great work for the
country. Thus, it is essential to build a plan for restructuring and maintaining the service
provided by this museum. This will help in providing good experience to people who visit this
museum.
Sustainability [250 words]
The usage of digital medium for promoting Gallery is helpful for raising revenue. The
promotion of Gallery is done in front of members and followers. This is helpful in appealing
prospect for involvement and support. This is done for encouraging some online donations.
Gallery provides simple registration and payment process for public art competitions. An
effective booking and ticketing is given for events and exhibitions. An on-site catering offer that
has ability for online booking is provided at the gallery. This gallery promotes opportunities for
venue hire, loans and firming. This Gallery is assessing all the opportunities in order to develop
digital products. There is presence of cross promoting of different factors of the commercial that
is offered online. Customer intelligence is build by collecting data across various range of
systems. The Gallery must review the digital aims around access, understanding and
sustainability on regular basis and the digital content of Gallery is developed on various
principles such as these are audience focused, accessible for target audience and personalised
presentation depending upon audience interest.

HOW THE MUSEUM OF LONDON OPERATE
The National Portrait Gallery has followed the regulation scheme for collecting money to
operate museum. Gallery protects vulnerable individuals and other members of public to obtain
funds. There is CRM system of this Gallery which monitors approaches and ensures that no one
is experiencing multiple approaches that might take place pressure on people to give money.
This Gallery has a number of stakeholders and they attend various meetings for collecting more
funds to operate gallery. This has a connected charity i.e. Portrait Trust, which done not impact
on operating policies of Gallery. The ways used for getting funds for this Gallery are restricted
reserves. This is a reserve account which contains money and it can be used for a specific
purpose. Also, this charity uses unreserved funds for doing daily operations of running a
museum.
Governance
Identify the chairman, board of directors and chief executive of the National Portrait Gallery in a
diagram including all their names. Explain whether they are executive or non-executive
directors. Identify and describe standards of good governance that they follow.
This Gallery is an executive non departmental public body which gets sponsored by
culture, digital, sport and media and charity. The governance framework of this gallery
comprises of processes and systems , values and culture that directs and controls operations of
the Gallery. The board of trustees – This Gallery consists of sixteen trustees which have
meetings in every quarter. These are appointed once in four years and a chairperson is elected
from them. The trustees of this Gallery are mentioned in the below table -
David Ross (Chairperson)
Dr Brian Allen
Allegra Berman
Roger Blundell

Rob Dickins
Kim Evans
Marcus Harling
Sir Michael Hintze
Dr Joanna Kennedy
Andrea Leadsom
Christopher Le Brun
Dr Andrew Roberts
Bjorn Saven
Sir Peter Stothard
Chris Townsend
Rachel Wang
Shearer West
Jonathan Yeo
The act followed by the Gallery for establishing sub committees and undertaking the
activities in effective manner. The board consists of delegated authority from the board and it
has advisory committees which do not have authority to make decisions. This organisation
comprises of trustees and non trustees and committees which report to board by attending
various meetings. There is an audit and risk committee that considers internal control structure of
Gallery. This is responsible for internal as well as external audit risk and compliance with
regulatory environment. There is remuneration committee which has to evaluate the performance
and functioning of the Gallery. A financial committee is present in which budgets and financial
performance of the gallery are analysed. The investment committee has to review performance of
investment funds of Gallery and provide advise on investment strategy. This committee has to

meet two times in an year. As this Gallery is having Inspiring People Project, the Board has to
review all the activities related to project of Inspiring People.

Task Two
STAKEHOLDERS
Provide a definition of a stakeholder and identify 6-8 stakeholders of the National Portrait
Gallery in a diagram.
Stakeholder is defined as group of individuals who have interest within company and
they can affect the business or get affected by business. A primary stakeholder consists of
customers, employees, investors and suppliers. They can be internal or external. The internal
stakeholders are individuals who are having direct relationship with organisations such as
ownership, employment or investment. On the other hand, external stakeholders are individuals
who are not directly connected with company. They can be affected by actions of the company.
The stakeholders of National Portrait Gallery are Staff, Visitors (Customers), Government
Trustees, Community and Artists of the gallery. Some of the artists whose portraits are present
in National Portrait gallery have made Portrait of Henry Purcell, Portrait of Elizabeth I, Queen of
England, Lady Colin Campbell, etc. This gallery has staff and employees who work in this
Portrait gallery and keeps it running. There is a cleaning department for managing sweeping, the
management department has to monitor various activities related to solving issues of people
while visiting the gallery. Food department takes care of facility of restaurant. Other galleries
and museums are also stakeholders and trustees who are providing funds to this Portrait gallery
are important stakeholders.

STAKEHOLDER POWER AND INTEREST THEORY
Describe how power and interest grid can be used to analyse stakeholders. It is recommended
that you use Mendelow’s Matrix as it is the theory discussed in class.
What is the purpose and definition of Mendelow’s Matrix
Stakeholders are an essential factor which has to be identified for managing the business
and projects. There is need for every organisation to have more number of satisfied stakeholders.
According to Mendelow Matrix, it is suggested that stakeholder groups are analysed on the basis
of Power and Interest. Stakeholders of the company have lot of power but they sometimes have
lot of interest. It is essential to maintain power of the stakeholders and keeping interest. This can
be explained with an example – director of the company is having more power and high interest
within the company. On the other hand, Government is a stakeholder group which has high
power for impacting strategy of company but it has less interest in company's working.
The usage of this tool
The Mendelow matrix is based upon interest and power and this allows in identifying
which stakeholder is more important in the firm or which stakeholder group is having high
power and interest. The owner of company has the highest power and he can influence the work
of the company. There is high interest of investment in being successful. The stakeholders who
are having less power and interest are the local communities or media. These are monitored and
it requires less money and time.
Description of how you should treat stakeholders based on the four quadrants

 High power, highly interested people (Manage Closely): The major objective is to
involve and engage people and making efforts for satisfying these. High power, less interested people (Keep Satisfied): This includes providing efforts for
people and keeping them satisfied so that they are not bored of message given by the
company. Low power, highly interested people (Keep Informed): This includes informing people
and individuals in effective manner ensuring that there are no issues occurring within the
company. These stakeholders are helpful in providing information about areas that can be
improved.
 Low power, less interested people (Monitor): These stakeholder groups do not need more
attention. They are comfortable with any power and interest group. There is no need of
excessive communication.
STAKEHOLDER POWER AND INTEREST [300 words]
(A) Identify the power and interest of each key stakeholder of the National Portrait Gallery.
This information can be displayed in a table.
Stakeholder Power Interest
Staff In context of National Portrait
gallery, staff is having
moderate power. Employees
and managers working in this
gallery are appointed by
government and they have to
adopt rules and regulations
given by it while providing
services in this gallery.
The interest of this stakeholder
group in Gallery is high.
Employees are affected by
each and every change that
take place within Portrait
Gallery.
Visitors (Customers) With reference to national
Portrait gallery, Customers
have high powers. If the
Interest of visitors as
stakeholders in Gallery is high.
They come to gallery in hope

visitors do not like anything in
gallery they would not visit it
again which would then
decrease income of the gallery.
of finding something
interesting and educating.
Government When discussing about
government with reference to
Gallery , it has high powers
because management of
gallery is governments job.
Government have no interest
in gallery. They have all the
powers regarding its
management and functioning
but gallery does not provide
any return to government.
Trustees In reference to the gallery,
powers of trustees are nil.
They only disperse funds and
have no other role in
management.
In context to the gallery,
interests of trustees as
stakeholders is very high.
Trustees have invested heavily
in gallery which generates
their interest in it.
Community Community have moderate
powers as a stakeholders.
Some beliefs and value of
community effect the gallery.
Community as a stakeholder
have high interest in Gallery.
The values and beliefs of
society are reflected on such
pieces or art. Thus, community
makes sure any negative
message is not interpreted
from Gallery.
Artists of the gallery In context with gallery, artists
do no have any power as
stakeholders. They are just
paid according to work they do
in favour of gallery.
Artists work really hard to
make a good piece of art. Their
art is showcased in gallery.
They have high interest in
gallery because they want to

know reviews about their art.
(B) Apply the stakeholders to Mendelow’s Matrix in a diagram and explain your reasoning
for classifying them as high or low power and high or low interest. One sentence for each
stakeholder’s power and interest is required.
Minimal Effort Keep informed
Keep satisfied Key stakeholders
Explanation for categorisation
 All the trustees and charity organisations with which Gallery works are having interest of
helping public and promoting the Gallery.
 The governors, executives and directors of National Portrait Gallery have more interest in
success of Gallery. They are having both financial as well as goodwill interest for
working towards specific initiatives.
 Communities and general public are having interest of being entertained from the
portraits of gallery.
 Employees, managers and staff of Portrait gallery have the interest of meeting the
financial needs. They have less power and more interest as there is involvement of
government while managing the gallery.
Power
Level
Interest Level

CURRENT ISSUES
Identify any issues in the media that may affect the National Portrait Gallery. Describe how the
issue may change the stake holder's power and interest.
There was a case in April,2018 with a lady naming Wendy MacNaughton
(TheAtlantic,2019). She posted a picture from Gallery that was titled – 'Dipatch from DC' on
Instagram. This was a watercolour painting that included Rhonda who was a security guard at
Portrait gallery. In the hand printed caption, Rhonda is quoted recounting how an older women
prayed in front of Obama's Picture. This picture developed high interest among all people. In this
way, media affects any of the organisation deeply. The National Portrait Gallery needs media for
increasing it's awareness among people.

REFERENCES
Online
National Portrait Gallery Annual Report and Accounts .2018-19 [Online]. Available
through:<https://www.npg.org.uk/assets/files/pdf/accounts/npgaccounts2018-19.pdf>
The National Portrait Gallery.2020.[Online]. Available
through:<https://www.nationalgallery.org.uk/>
Museums and Galleries Act 1992.2020.[Online]. AVailable through
:<http://www.legislation.gov.uk/>
TheAtlantic.2019[Online].Availablethrough:<https://www.theatlantic.com/entertainment/
archive/2019/02/obama-effect-national-portrait-gallery/582457/>