Publicity Tool Kit

Need ideas to amplify your advocacy efforts? Look below! The Alliance compiled these publicity tools (Microsoft Word) to help maximize your impact as you advance our shared cause. Use these tools whether you are coming to Washington, D.C. for Museums Advocacy Day, or advocating from home.

Customize these tools to showcase your museum. Perfect for those with a small or no communications staff, these tools can show the direct impact of your efforts—and of museums in your community. 

If you decide to use the publicity tools, feel free to check in with AAM’s director of public relations Joseph Klem, who can help coordinate with others in your region to do the same.

Finally, remember to include Museums Advocacy Day on your website, social media, museum newsletter, blog and other communications. 

In the Tool Kit...

If you have 5 minutes, try this: 

          Social Media

  • Social media is a fun and effective way to reinforce our advocacy messages with legislators and engage in Museums Advocacy Day. We have compiled this Museums Advocacy Day 2017 Social Media Information (Microsoft Word) with tips, resources, links and images for your use before, during and following Museums Advocacy Day 2017.

Find this and additional images in the Museums Advocacy Day 2017 Social Media Information

If you have 30 minutes, try this: 

Press Release

  • Let your local media know you are coming to Washington, DC as a citizen-lobbyist to make the case for museums. You can e-mail this to your local media with a brief, personal introduction from you, informing them of your availability for interviews or commentary before, during or after Museums Advocacy Day. You should send to the media at least two weeks before Museums Advocacy Day and, as with all these items, follow-up via phone and/or email. You also can include this tool in your press kit.

If you have an hour, try one of these:

Media Pitch

  • This provides the media with ideas about how they might cover your advocacy efforts. This can be used alongside or as a follow-up to the main press release (above). The media will often take your suggested story ideas and adapt them to suit the editorial approach of the media outlet.


  • Read by influentials, an op-ed is published in the “Opinions and Editorials” section of a newspaper or magazine. It’s the perfect vehicle to be the persuasive and authoritative voice regarding the importance of museums. We offer you draft op-eds with placeholders for you to insert information and statistics relevant to your own museum, community or region. Ideally, it should be submitted to the editorial page/op-ed page editor at least two weeks before Museums Advocacy Day. Like the press release, you can also add this tool to your press kit.

Public Service Announcement (PSA)

  • You can offer radio stations the option of recording a public service announcement with you, for them to air at their discretion before, during and after Museums Advocacy Day. Be prepared for editing on the part of the station; it is often necessary in order to fit the station’s format. PSAs often need to be reviewed by the station weeks in advance.

If you have two hours, try this:

Radio Pitch

  • Local radio (particularly your local public radio station, if you have one in your community) is a prime target for coverage of your advocacy efforts. Executing the ideas contained in this pitch message will require time-sensitive commitments from you. Get this to the news editor of your local station (if not public broadcasting, all-news stations are a possible target) at least two weeks in advance. If the station is interested, be prepared for some back-and-forth to work out the logistics.