Favorite Marketing and PR books for Museums

5 Must-Read PR and Marketing Books for Museums

When it comes to building your museum's brand, growing your audience, and sharing your story, having the right resources is a great place to start. These five books have provided insight and reshaped my understanding of public relations and marketing. Each one offers practical tips, inspiring approaches, and valuable advice that can help museums engage visitors, grow memberships, and communicate effectively.

1. Building a StoryBrand by Donald Miller

This book changed how I viewed brand messaging for museums! While it is written for businesses, it can easily be adopted for museums. Building a StoryBrand provides a powerful framework for clarifying your museum’s message and connecting with your audience. Donald Miller’s approach focuses on storytelling as a way to position your visitors as the heroes, while your museum serves as the guide to help them discover new perspectives, enjoy cultural experiences, or dive into history.

The principles in this book can help museums simplify their messaging, avoid jargon, and create compelling narratives. Whether you’re working on exhibit descriptions, marketing campaigns, or educational programming, this book offers actionable steps to make your communications resonate.

2. The PR Masterclass by Alex Singleton

This is a go-to resource for public relations professionals. I often recommend The PR Masterclass it to my smaller museum clients who may not have a PR background as a resource to have on their bookshelf. It’s filled with practical advice on crafting press releases, building relationships with local media, and handling public relations crises. Singleton shares techniques to make stories stand out in a crowded media environment, which is invaluable for museums trying to draw attention to new exhibits or events.

The book is approachable and packed with insights that can be easily applied, from securing coverage in regional publications to using PR to boost visitor numbers.

3. The New Rules of Marketing & PR by David Meerman Scott

David Meerman Scott’s The New Rules of Marketing & PR shifts the focus to digital marketing strategies that museums can use to engage with their audiences directly. It’s a comprehensive guide on how to leverage social media, content marketing, and other digital channels to reach people where they are. The book’s emphasis on providing valuable content and engaging directly with the public is especially relevant for museums aiming to increase their online presence.

The latest edition of the book includes up-to-date strategies for digital engagement, which can help museums enhance their social media outreach, attract new members, and stay current with evolving trends. I’ve bought a few different editions since studying PR in college 30 years ago and this edition might be my favorite.

4. Marketing Made Simple by Donald Miller

As a follow-up to Building a StoryBrand, Donald Miller’s Marketing Made Simple takes things a step further by providing a step-by-step guide to implementing your messaging across different marketing channels. Again, it is written for business but can easily adapted for museums. It’s all about creating a clear path for your audience, from the first time they hear about your museum to when they decide to visit or become members.

I have gifted many copies of this book and my own copy (filled with page flags and bookmarks) is always an arms reach away. It offers practical guidance on everything from crafting engaging email campaigns to optimizing your museum’s website for conversions. It’s an ideal resource for museums looking to simplify their marketing efforts without sacrificing effectiveness. I also highly recommend the podcast by the same name.

5. Be Our Guest by the Disney Institute

Be Our Guest takes a deep dive into the Disney Institute’s customer service philosophy, which can be incredibly useful for museums that want to create unforgettable visitor experiences. The book can be tough to find, but if you can get your hands on a copy, it is a great read. It explores how Disney maintains high standards of service through attention to detail, employee training, and a guest-centric culture.

While the book is rooted in the theme park world, its lessons apply to museums, from creating welcoming environments to making sure every visitor interaction is meaningful. It’s a reminder that great marketing isn’t just about promotion; it’s about creating experiences that keep people coming back.

Each of these books provides valuable takeaways for museums striving to enhance their public relations and marketing strategies. Whether you’re looking to refine your storytelling, embrace digital marketing, or elevate your visitor experience, these reads offer actionable insights to help your museum grow. Have you read any of these, or do you have other recommendations? I’d love to hear what books have inspired your museum’s marketing journey! Join the Love my Museum Facebook group and let us know!