marketing – American Alliance of Museums

Reputation on Display: Eight Simple Rules for Public Relations

By Steve Lott

I’m guessing you’ve felt it too: museums are more visible, more scrutinized, and more politicized than ever. That scrutiny doesn’t always land where we’d like it to. It can jump from an exhibition to an institution, from an object to an …
Building Brand Equity: How Strategic PR Boosts Long-Term Sustainability

By Addison Dover

In recent years, museums have begun to recognize that public perception plays a critical role in long-term sustainability. Audiences, businesses, and philanthropic partners increasingly look to support institutions that demonstrate clear …
Force Multipliers: Forging Purposeful Partnerships and Cross-Sector Campaigns

By Kaziah I. Searles

Most museums are working with small teams and tight budgets, while expectations for accessibility and community engagement continue to grow. This creates a challenge: how can museums increase impact without increasing resources? One …
Attracting Visitors with User-Generated Content

By Amrita Gurney

If I ever find myself with a few hours to spare, there’s no place I’d rather be than a museum. Visiting a new exhibit fills me with exhilaration, perspective, and knowledge. But in North America today, there are a large number of people …

Latest Stories from AAM

AAM Supports Congressional Action to Protect the Smithsonian’s Independence

The American Alliance of Museums (AAM) endorses The Smithsonian Integrity and …

Demographics of US Museum-Goers: 2026 Update

This visual Data Story is based on findings from the 2026 Annual Survey of Museum-Goers, …

Embracing Community, Building Membership: Reversing the Decline in Lower-Level Giving

Recent news from the world of US philanthropy is both optimistic and concerning. On the …

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