Engaging Diverse Communities: A Guide to Museum Public Relations

As U.S. museums evolve from elite institutions to organizations serving multiple stakeholders, they must adopt new communication practices to meet their social missions and organizational goals. Engaging Diverse Communities, the first book-length study of museum public relations since 1983, provides an analysis of the communication tactics of more than two hundred art, history, African American, American Indian, and other diverse museums. It illuminates best public relations practices, especially in media relations, digital press relations, website content production, social media, and event planning, and offers guidance on how to communicate cultural attractiveness.

Format: Paperback / softback
Length: 224 pages
Publication date: 30 November 2020
Publisher: University of Massachusetts Press

As U.S. museums transition from their exclusive status to becoming organizations that serve a wide range of stakeholders, they must embrace innovative communication strategies to fulfill their social missions and achieve their organizational goals. In her groundbreaking book, Engaging Diverse Communities: The First Book-Length Study of Museum Public Relations for Practitioners Since 1983, Melissa A. Johnson delves into the challenges and opportunities that institutions face in establishing and maintaining relationships with diverse cultural groups and constituencies. Through in-depth interviews with communicators at cultural heritage museums, Johnson explores the complexities of representing communities based on racial and ethnic, generational, immigrant, and language identities. She examines how communication professionals navigate the complexities of multiple and intersecting identities, employing linguistic and visual code-switching to effectively communicate with diverse audiences.

The book offers a comprehensive analysis of communication tactics employed by over two hundred art, history, African American, American Indian, and other diverse museums. It sheds light on best practices in media relations, digital press relations, website content production, social media, and event planning, providing valuable insights for museum professionals. Moreover, Engaging Diverse Communities addresses visual aesthetics, cultural expression, and counter-stereotypes, offering guidance on how to communicate cultural attractiveness.

This essential text serves as a valuable resource for museum professionals, educators, and students interested in advancing the field of museum public relations. It equips practitioners with the tools and strategies needed to engage diverse communities, promote cultural understanding, and create a more inclusive and equitable society. As museums continue to evolve and adapt to the changing landscape, it is crucial to embrace communication practices that reflect the diverse needs and perspectives of their stakeholders. By leveraging the power of effective communication, museums can play a vital role in shaping public perception, promoting cultural heritage, and fostering social change.

Weight: 240g
Dimension: 153 x 229 x 20 (mm)
ISBN-13: 9781625345424