Communication Strategy and Strategic Marketing for Cultural Organizations


10-12 March 2023

International Training Program 

Application Deadline:
25 January 2023



Vacancies for the workshops are limited, so please apply early.




Derwin Johnson
has 30-plus years of experience as a journalist for CNN, ABC News and PBS, graduate school educator, and senior communication trainer and consultant.


You have organized the best exhibition of the year, or set up a ground-breaking educational program. You have worked hard with curators, conservators, educators, everything is ready to rock, but now you wonder… how can I bring people in? How can I reach my audience, and what should I be telling them? Informing and engaging the public is a crucial process for the success and sustainability of heritage institutions. However, heritage-related university programs do not usually include any training in Communications, and heritage managers who cannot afford to revert to external experts might find themselves in serious troubles when it comes to communicate and promote what they are doing.

Today, more than ever, it is critical that strong messages be part of an effective communication strategy for today’s leaders. By focusing more on content, when embracing traditional as well as social media, leaders can more effectively manage and enhance the reputation of their organizations.

This 3-day interactive, content-driven, virtual course is a focused learning experience that provides a systemic approach on how to successfully attract the attention of key audiences through traditional, new and social media. At the end of the workshop, participants will have a working guide to effectively communicate news, initiatives and announcements of their organization and manage communication around a crisis or issue.


For details on the application procedures and available scholarships, see the official announcement of the workshop here.

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