Some PR people call it 'current awareness' or 'reputation management' (easier to overbill for the service when the exaggerated amounts are associated with a fancy term, I guess) but I tend to call it what it is - reading or watching the news. In this case, news about the Museum, either in 'traditional' media or elsewhere in the blogosphere.
Thanks to Google, Yahoo!, Topix and Bloglines, and others, it's easy enough to monitor for mention of the Museum out there on the Internet, and it was one of those engines that led me to this blog post on Yahoo! today.
I'm not sure what to make of the Yahoo! blog post; I don't see an 'about' link to tell readers why the stream of posts is being written or published. That notwithstanding, it's great to see a link to the Museum, and the use of one of the Otis Historical Archives' very cool Flickr posts; in this case, a photo from the collections related to the 1918 influenza pandemic.
There is much more about influenza available on the Museum's Web site.