The Donetsk Regional Museum of Local History held another online meeting as part of the “Over Coffee at the Museum” series, focusing on the topic “The Museum Speaks: How to Build Effective Communication with the Audience.” Museum staff and representatives of the cultural sector from various regions of Ukraine joined the professional discussion on this timely issue.
The event took the form of a professional discussion with elements of a case study. The speaker was Kseniia Dvornikova—a journalist, host at Ukrainian Radio, communications specialist, head of the communications department at the Pylyp Orlyk Foundation (2026), and author of the books *Surviving in Hostomel: 21 Stories from a Hero City” and “Artists at War: Stories About Art and Choice.”
The participants focused on issues related to building effective communication between museums and their audiences, segmenting target groups, creating newsworthy events, and interacting with media professionals. They also discussed the professional competencies of museum staff. After all, in today’s information environment, it is important for museum staff not only to have a deep knowledge of their subject area but also to understand the basic principles of effective communication.
The event will contribute to the ongoing search for practical solutions and a shared understanding of how modern museums can be heard, understood, and remain close to their audiences, while also attracting media interest.