Reflections on Chairing the ‘Shout Out’ Conference: Key Takeaways for Museum Marketing and PR
Yesterday, I had the pleasure of reconnecting with my roots in museum marketing and PR as I chaired Shout Out: Successful Marketing, PR and Social Media Strategies for the Museums Association. It was an inspiring day filled with insightful discussions, thought-provoking sessions and practical takeaways that highlighted the evolving nature of communications in the cultural sector. Here are my key reflections from the conference, along with some actionable insights.
1. Beyond the Press Release: Working with Influencers
In today’s digital landscape, traditional media relations have taken a backseat to more dynamic approaches. One of the most powerful tools for museums aiming to engage modern audiences is influencer marketing. With more people relying on social media for leisure inspiration, working with influencers who can authentically showcase exhibitions, events, and experiences is a crucial tactic. This approach not only enhances visibility but also helps museums rank higher in social searches. Cultivating relationships with influencers who align with the museum’s brand and audience can create authentic buzz and reach new visitors who might not engage through traditional PR.
2. Navigating the Culture Wars: Being Prepared to Respond
The cultural sector is not immune to controversial issues and public debates. One session explored how museums can navigate sensitive topics while staying true to their mission and values. The key takeaway was the importance of having decision-making frameworks, policies, and procedures in place to guide if, when, and how a museum should respond to complex issues. Having a clear stance and knowing what to say in advance can prevent reactive decision-making during a crisis, helping organisations maintain credibility and trust with the public. It’s not about taking a side on every issue, but about understanding the implications and potential impacts of staying silent or speaking up.
3. Putting Collections at the Heart of PR Work
Museums are inherently rich in stories, many of which lie within their collections. Another session highlighted the value of leveraging these stories for PR opportunities. Every time a museum professional engages with an object—whether they are cleaning it, unpacking it, or conducting research—there is an opportunity to create compelling content. A simple photograph of a conservator carefully restoring an artefact, or a behind-the-scenes look at newly acquired objects, can make for engaging social media posts and press stories that resonate with the public.
4. Social Media: Must Try TikTok
Social media continues to be an essential tool for museums to connect with audiences, and one platform that stood out at the conference was TikTok. Though some organisations may be hesitant to dive in, TikTok offers a unique opportunity to engage audiences with short, creative videos. I challenged the delegates to commit to one small action inspired by the conference—and for me, it’s finally giving TikTok a go. Sometimes, the most effective changes start with small steps.
5. AI in the Cultural Sector: Experimenting with GenAI
The final session delved into the growing role of artificial intelligence in the cultural sector, especially generative AI (GenAI). While AI can seem daunting, approaching it with a sense of playfulness can unlock practical and innovative ways to utilise these tools. Whether experimenting with AI to automate tasks, enhance visitor experiences, or create new forms of content, it’s crucial to find the right balance that aligns with your organisation’s goals. A willingness to test and learn will be essential for museums to navigate this technological shift.
In Conclusion
The Shout Out conference reinforced that, as the cultural sector evolves, so too must our marketing and PR strategies. By embracing new tactics, being prepared for complex issues, and staying open to experimentation, museums can continue to engage audiences in meaningful ways. Let’s keep the momentum going—there are plenty of opportunities out there waiting to be explored.