Museum Flack: A Public Relations Guide for Museums(American Alliance of Museums)

In the turbulent realm of modern media, where museums often find themselves thrust into the limelight for less than favorable reasons, Museum Flack emerges as an indispensable public relations manual for thriving amid crises. As headlines increasingly narrate tales of leadership upheavals, funding woes, and political skirmishes, the book becomes a beacon for those striving to safeguard their institutions' reputations. Museum Flack not only dissects the anatomy of effective media engagement but also transforms crises into opportunities for building trust. It equips readers with the tools to craft magnetic narratives, secure positive press without hefty expenses, and deftly maneuver the modern media tapestry. Through a blend of high-stakes campaign insights and museum-specific case studies, the book demystifies complex communication challenges into tangible strategies. Museum Flack unpacks the techniques behind headlines and empowers any museum professional to advocate for their institution, safeguard its reputation, and seize the media spotlight for all the right reasons. Every chapter offers step-by-step tactics and real-world examples, transforming complex communications challenges into clear, actionable strategies. The time to master museum public relations is now. Readers who embrace these lessons will champion their institutions, protect their legacies, and help museums thrive, even under the sharpest media lens.

Table of Contents:
Table of Contents Foreword Key Terms Preface Introduction Chapter 1: Think Like a Journalist Chapter 2: What Makes News Chapter 3: Magic of the Message Chapter 4: Tools in the Toolbelt Chapter 5: Working with News Reporters Chapter 6: The Art of the Pitch Chapter 7: Selecting and Training Spokespeople Chapter 8: What's the Plan? Chapter 9: Crisis Communication Chapter 10: Social Media Chapter 11: Did Your Plan Work? Chapter 12: The Future About the Author Index

About the Author :
Steven E. Lott is a corporate communications executive with more than 20 years of experience developing strategic public relations strategies and brand campaigns across diverse industries including aerospace, manufacturing, transportation, consumer brands and international trade policy. He is also a professor of strategic communication at American University, where he teaches a graduate- level university course about media relations. Steve started his career as a journalist learning how to research, write and tell captivating stories to a wide variety of audiences. Now a corporate communications executive, Steve brings decades of real-world experience to many different industries. Whether he's working with corporate executives, non-profit leaders or students, Steve trains leaders without any experience how to develop captivating stories and earn news media coverage that will reach their target audience. Using proven public relations strategies and tactics, Steve regularly consults and provides spokesperson training and teaches crisis communication strategies and how to deal with organizational reputational damage. Steve currently leads the global corporate communications and public relations function for Intel at the world's largest integrated satellite and terrestrial network operator. Previously, he served as a corporate communications executive at Raytheon Technologies and Boeing. Before joining Boeing, Steve worked at two different non-profit trade associations. Steve is currently an adjunct professor in the American University (AU) School of Communications and is an advisor to the Northern Virginia Science Center on communications matters. Steve graduated from AU's Kogod College of Business with degrees in Marketing and Business Administration.

Review :
Steve Lott's guide is an essential resource for museum professionals committed to mastering the art of public relations and dealing with the news media. As a former museum director, I understand the profound impact effective storytelling can have on a museum's success. Lott's book is a rare gem that so adeptly simplifies the process of communicating the positive narratives museums cherish. Additionally, it provides indispensable strategies for managing crises when they arise. This book is truly a must-have for anyone seeking to elevate their museum's voice and resilience. Steve Lott provides museum leaders with unvarnished insight for navigating today's ever-changing, complex media landscape. As museums become yet another focal point in an increasingly polarized society, their staffs must understand and embrace public relations within the broader realm of marketing communications. In an era when anyone can wield a digital megaphone, this book serves as a clarion call and how-to guide so museums can accurately portray their vital, enduring role for humanity. In an age where facts matter more than ever, Steve Lott's media relations guide elucidates the intricate dynamics between museums and the news media, offering strategies that are both insightful and immediately applicable. His expertise in crafting compelling narratives grounded in truth and managing potential crises is a boon for any leader looking to bolster their institution's visibility and credibility. This book isn't just an asset; it's an essential tool for successfully navigating the ever-evolving media landscape while cementing the institution's role as a beacon of knowledge and inspiration in society. Working with news media today to effectively tell your story requires a completely different strategy than just a few years ago. This book is the perfect strategic guide for anyone looking to navigate the complex and often intimidating work of media relations. Not only will public relations practitioners benefit from this book, but museum leaders and arts professionals will garner important information on how to elevate an organization's reputation while strengthening engagement with key stakeholder groups and the general public.