Museums in the Spotlight. How to Captivate Blogging Influencers?

14:10 – 15:10 (May 24)
Moscow Museum
Cinema

#promotion_and_PR
#museums_and_tourism


Roundtable

Today’s museums don’t just create exhibitions — they actively work to become talked-about destinations that people want to visit. Social media campaigns, partnership projects, and eye-catching announcements have all become essential components of museum promotion. Particular attention is given to bloggers: their recommendations expand audiences, attract new visitors, and generate media buzz. When no one discusses an exhibition, potential visitors may question whether it’s worth seeing.

Top bloggers receive dozens of collaboration offers and piles of press releases daily, yet only select projects make it into their content calendars. What truly helps museums stand out to influencers? A compelling teaser? A strong exhibition concept? Unconventional PR solutions?

• How do bloggers process museum-generated content? What principles guide their content creation?
• What type of content captures their attention?
• How can museums secure coverage from influential bloggers?

Moderator:
Elizaveta Baranova, Head of PR, Shchusev Museum of Architecture

Speakers:
Sofya Bagdasarova, Art Historian, Art Blogger, Author, Curator, Founder, Shakko: About Art Telegram Channel
Olesya Shulgina, Creator, Author, Two in Moscow Telegram Channel