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Marketing, Communications, and PR

Marketing, communications, public relations, and social media play a critical role in increasing the public awareness and relevancy of museums. Browse dozens of resources below to learn effective strategies for executing these functions.

Social Media Decision Tree


One area of a communications strategy is how and when to respond to a social media post from a commenter about your museum. In this decision tree, you can follow a process for determining the best course of action.

Marketing Report Template


Knowing what types of statistics to report on and how often is an important step in communications planning. Download a copy of our marketing and communications reporting template to customize your own reports.

Visitor Photography in Museums


There are pros and cons to visitors having a camera in their back pocket. This handout shares policies on visitor photography, the decision-making process, and issues for implementation.

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Access Marketing, Communications, and PR Sample Documents with a Tier 3 Museum Membership

Become an AAM Tier 3 Museum Member to access sample documents key to marketing and communications, including marketing and communications plans, style guides, and social media policies.

Recent Book Titles

Partnership power
Storytelling in museums
creating great visitor experiences
Making dinosaurs dance
Transforming inclusion in museums
Magnetic: the art and science of engagement

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  • Tools, reports, and templates for equipping your work in museums
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