This book by Melissa A. Johnson details how institutions can use communication fundamentals to establish and maintain relationships with a range of cultural groups and constituencies. To do so, the author interviews communicators at cultural heritage museums to understand the challenges of representing communities based on racial, ethnic, generational, immigrant, and language identities.

Melissa also presents an analysis of communication tactics in more than 200 art, history, African American, American Indian, and other ethnic museums. It guides through best public relations practices, especially in digital media relations, website content production, social media, and event planning. The text also addresses visual aesthetics, cultural expression, and counter-stereotypes.

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