Communication Strategy and Strategic Marketing for Cultural Organizations


Date: TBC

Online Training Program 

Application Deadline:





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, and 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 often do not provide adequate training in Communications and heritage managers who cannot afford to bring in external experts might find themselves in serious trouble when it comes to communicating and promoting what they are doing.

More than ever, it is critical that solid 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 to successfully attract key audiences’ attention 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.

HERITΛGE provides scholarships to most participants in its training programmes. These scholarships can cover up to 90% of the cost of attendance, depending on the circumstances of the participants and the availability of funding. On average, participants contribute around 300 euros to attend one of our 3-day training workshops.

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

On successfully completing the workshop students will be able to:


    • ● Build a message platform that can be used as the foundation to effectively communicate news, initiatives and announcements
    • ● Develop a media tool kit to maximize external communication outreach
    • ● Explore the workings of media organizations, journalists and bloggers
    • ● Explore the nuances of engaging bloggers and writing effective blogs
    • ● Develop news story ideas and pitch stories to journalists
    • ● Explore and write short form content
    • ● Prepare for interviews with journalists
    • ● How to structure a speech or presentation and how to manage a news conference
    • ● Manage issues and crises
    • ● Communicate to enhance and protect the reputation of organizations
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