Communications 101

In the Communications space there are a lot of words thrown around…marketing, advertising, public relations. I guarantee for every communications professional there are the same number of explanations for what these things are and how they are related. This is my take and how I explain it to people when I’m asked.

To me it all comes down to who is doing the talking and where are they talking.

Marketing is your museum’s space using your museum’s message. You are in complete control. Think of things like your website, a brochure, or a lead magnet.

Advertising is your message in someone else’s space. This can be traditional advertising like buying an ad space in the local newspaper. I also tell my clients to think of this as borrowing audiences. So if you’re curator is a guest on a podcast you’re delivering your message in someone else’s space too.

Public Relations is someone else talking about your museum (lots of times when you’re not even in the room) in someone else’s space. This could be media relations, so a journalist writing a review of your latest exhibit. This could also be a referral, so a friend recommending your signature weekend program. The PR gold mine is if someone can repeat your messaging to someone else and you’re not even in the room. That will be exponentially more effective than the words on your website or your ad on Instagram.

For the audience receiving the message, which of these is going to make the biggest impact?

“A good PR story is infinitely more effective than a front page ad,” says Richard Branson. I agree with him 100% correct.

Quick side note: Where does social media fall in these categories? I think social media falls into all three and that is why it is unique. Your page and your posts are the marketing side of social media. Of course, you can buy an advertisement which is guaranteeing eyes on your post on the borrowed platform. Lastly, the ability to “comment” and interact with others is the PR side of social media.

Why do I walk my clients through this lesson?

I really feel like it is important to understand why we are doing something. We’re going to know the purpose of what we’re doing and why we have chosen the words that we’ve chosen, why we’re talking where we are talking, and what the end goal is for our museum.

Want to learn more about how to implement a good communications strategy into your museum? I share tips with my email list every Tuesday. Join my email list here: