Over three days, participants explored key concepts such as vision and mission setting, stakeholder engagement, SMART objectives, and the role of values in strategy. They learned to use practical tools including SWOT and PESTEL analysis to assess internal and external environments, and examined the differences between planned and emergent strategies.

Working in teams, participants applied these concepts to four real projects: digitising rural culture in South Africa, preserving traditional African sports and games, creating a youth heritage club in Uganda, and documenting a historic monastery collection in Ethiopia. These case studies encouraged collaborative learning and practical application.

The second day featured a guest lecture by Debashish Nayak, a leading architect and heritage expert, who shared insights from over three decades of work on urban conservation in India. His talk highlighted the importance of community involvement and education in heritage preservation, drawing on his experience leading Ahmedabad to become India’s first UNESCO World Heritage City.

The course leader really articulated everything till I really understood and I appreciate his patience through out. [The course will help me to] strategic plan and execute our vision and mission and align them.

~Paidamoyo Mandizvidza, Deputy Director Digital Content and Multimedia Broadcasting at African Traditional Sports and Games Confederation

The final day focused on competitive advantage, strategic implementation, and evaluation. Participants discussed how to align resources with organisational goals and studied cases from institutions such as the British Museum and Cirque du Soleil. They also explored the use of feasibility studies and business plans to support strategic initiatives.

The workshop was a great success, equipping participants with practical tools and strategic insights tailored to the needs of the heritage sector. Feedback was overwhelmingly positive, highlighting the value of real case studies, expert guidance, and peer learning.

For more information about HERITΛGE’s workshops, go to our open courses page, or follow us on Facebook, Twitter / X, LinkedIn or Instagram.

Countries represented: Czech Republic, Ethiopia, Ghana, Kenya, Lesotho, Niger, Nigeria, Rwanda, South Africa, Tanzania, Uganda, Zambia, Zimbabwe.

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From 19 to 21 May 2025, HERITΛGE hosted an online workshop on communication strategy and strategic marketing for cultural heritage professionals in Rwanda. The workshop formed part of HerMaP Africa, an initiative supported by the Mellon Foundation.

Led by media professional Derwin Johnson, the training brought together 15 heritage and tourism practitioners from across Rwanda to strengthen communication practices, improve audience engagement, and support the long-term sustainability of their institutions.

Participants represented ten organisations involved in cultural preservation and tourism, including Shalom Safaris Rwanda, Red Rocks Rwanda, Ubumuntu Arts Organisation, and others.* The workshop created an opportunity for professionals to share experiences and gain practical knowledge in areas relevant to their work.

“Time keeping, interactive, appropriate to our environment and sectors, with a nice mood and feeling – the live session felt as if it was on site.”

Esi Chantal Umuraza – Art & Travel Ltd – Founder

Over three days, the group explored a range of topics related to communication planning and outreach. The first day focused on storytelling techniques and media writing. Participants worked on developing clear and compelling messages for different audiences, including journalists and the general public.

The second day covered digital communication, with an emphasis on social media strategies. Sessions addressed how organisations can use various platforms to reach wider audiences, plan and manage content, and evaluate the effectiveness of their online communication efforts.

“I mostly like how our invigilator communicated on time. The instructor helped us during this course. He’s very professional in terms of providing learning methodology, and we wish we could have more days, as the more we get deep, the more we like and become familiar with the course.”

Jean Aime Nisingizwe – Shalom Safaris Rwanda – Chief of operations officer

The final day dealt with communication during times of crisis. Participants learned how to prepare for and respond to difficult situations in a clear and professional manner. A practical simulation, including a mock interview and press conference, gave participants the chance to apply these skills in a realistic scenario.

The workshop was designed to be interactive and practical, with small group activities and hands-on exercises throughout. Project Manager Eirini Oikonomidi said “I really enjoyed the interaction among the participants, both with each other and with the trainer. The group exercises were very effective and enjoyable for everyone involved.”

For more information about HERITΛGE’s workshops, go to our open courses page, or follow us on Facebook, Twitter / X, LinkedIn or Instagram.  

The post Communication Strategy and Strategic Marketing for Cultural Organisations Workshop in Rwanda appeared first on The Heritage Management Organization.

22 participants joined us in March for the Communication Strategy and Strategic Marketing for Cultural Organizations training programme. The course was led by Derwin Johnson, an independent senior communication consultant with more than 30 years experience as a journalist, communication executive and educator. Derwin guided participants through the three day course which covered crafting effective communication messages, developing communication toolkits, managing media relations, and conducting crisis simulations.

Day one kicked off with a comprehensive introduction to content management. The instructor outlined key objectives such as crafting impactful messages, managing media relations, and preparing for crisis communication. Participants explored their organisations’ core identities, drafted mission statements, and developed key messages. Through presentations and personalised feedback, they learned how to tailor their communication to resonate with target audiences.

The most compelling aspect of this Heritage Communication course was its emphasis on the dynamic interplay between cultural heritage and modern communication strategies. The course effectively bridged theoretical foundations with practical applications, highlighting the role of digital media, community engagement, and policy frameworks in preserving and promoting heritage.

~Mohammad Idrees Tahiri,  PM Senior Conservation Architect at Turquoise Mountain

On day two, the focus shifted to storytelling and media engagement. Participants were instructed how to think like journalists, considering news angles, timing, and audience relevance. They practised pitching stories via simulated phone calls, received guidance on writing letters to the editor, and explored traditional and digital PR tactics. The session concluded with the creation of communication maps to guide audience engagement across a range of platforms. 

The final day concentrated on crisis communication. Participants learned how to respond effectively under pressure, developing clear, key messages reinforced by strong evidence. A crisis simulation exercise brought the theory to life, as teams navigated a mock media storm, fielding questions from the instructor in the role of journalist. The recorded sessions provided valuable feedback, strengthening their confidence and strategic thinking.

The instructor made the content easy to digest and online learning (over the weekend) manageable. 

~Martha Mosha, Research assistant at Commission for Archaeology of Non European Cultures KAAK

The level of engagement throughout the workshop was excellent and it was great to see the enthusiasm displayed by participants. We look forward to seeing how these skills are put to use in heritage organisations throughout Africa, Asia and Europe.*

Read more about our upcoming workshops here.

*Afghanistan, Albania, Botswana, Cameroon, Ethiopia, Germany, Ghana, Iraq, Italy, Lesotho, Nigeria, Rwanda, South Africa, Uganda, United Kingdom

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