museums evolve from their role as elite institutions to organizations serving multiple stakeholders, they must adopt new communication practices to meet their social missions and organizational goals.
Engaging Diverse Communities , the first book-length study of museum public relations for practitioners since 1983, details how institutions can use communication fundamentals to establish and maintain relationships with a wide range of cultural groups and constituencies.
University Of Massachusetts Press Engaging diverse communities: a guide to museum public relations, paperback/melissa a. johnson
