July/August 2026

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Winning Attention

Museums are redefining their public relations and marketing strategies to build trust, relevance, and lasting community impact. In this issue, read about the importance of purposeful partnerships, innovative audience engagement models, leveraging social media as a platform for cultural leadership, and the shift from episodic events to enduring programs that foster deeper connection.

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In this issue:

From the President

Getting Strategic About Telling Our Story

AAM’s President and CEO, Marilyn Jackson, introduces AAM’s new five-year strategic plan, which prioritizes advocacy, professional learning, museum excellence, and building a stronger national narrative, aiming to make the Alliance more accessible and essential to museum professionals by 2031.

» Read the full column from AAM President & CEO Marilyn Jackson.

When Museum Social Media Works: Joining the Cultural Conversation

Point of View | 🔒 Member Login

by Haydn Corrodus

When museums use social media as a platform for cultural leadership—creating content that is authentic, mission-driven, and audience-focused—they can build deep engagement, cultural relevance, and even new revenue streams.

Building Brand Equity: How Strategic PR Boosts Long-Term Sustainability

Feature | Free to Read

by Addison Dover

Museums can achieve long-term sustainability by treating public relations as a strategic function rather than as a purely operational or promotional task.

Force Multipliers: Forging Purposeful Partnerships and Cross-Sector Campaigns

Feature | 🔒 Member Login

by Kaziah I. Searles

By strategically collaborating with organizations in tourism, education, hospitality, and beyond, museums achieve greater visibility and sustainability without needing to increase resources.

The Visitor Is For Keeps: Engaging Audiences with the Nurturing Model

Feature | 🔒 Member Login

by John Connolly

After launching free admission, the Harvard Art Museums saw a surge in attendance and used the Nurturing Model framework to deepen engagement and turn first-time visitors into committed supporters.

Reputation on Display: Eight Simple Rules for Public Relations

Feature | 🔒 Member Login

by Steve Lott

Even small teams can make meaningful PR progress by adopting intentional strategies to protect their credibility, clarify their story, and help staff and leadership confidently engage with the public.

From Social Night to Strategic Asset: Rethinking Adult Programming

Feature | 🔒 Member Login

By Katye Brought and Beth Stricker

The Witte Museum shifted from episodic, party-driven events to a strategically designed series focused on long-term audience engagement and institutional impact.

July/August 2026 issue

By the Numbers:
Museum PR and Marketing

51%

US adults who hear about community events through Facebook or word of mouth.

43%

Adults ages 18–29 who regularly get news from TikTok

2 out of 3

US adults who say “interest” and “fun” are top motivations for how they spend their leisure time.

95%

US adults who view museums as educational assets in their communities.

Sources: 2026 Annual Survey of Museum-Goers and Broader Population Sampling (AAM + Wilkening Consulting); “Young Adults and the Future of News,” Pew Research Center, 2025. By the Numbers was compiled by Susie Wilkening, principal of Wilkening Consulting. Reach Susie at Susie@wilkeningconsulting.com.

» Learn about the Annual Survey of Museum-Goers. Stay tuned for information about the 2027 survey!