This session will provide insights into the ways and means through which museums and heritage organisations communicate with their audiences. Speakers will address the challenges of translating nuanced content to non-specialist audiences and how to engage a range of stakeholders – from visitors to policy makers – with a museum or heritage organisation’s core messages and values. * Going Viral: How the MERL became an absolute unit – Adam Koszary (Programme Manager and Digital Lead, Museum of English Rural Life) * The National Trust at 125: Planning an anniversary year – Lizzie Carver (Programme Manager, National Trust) * Experience Design in the Museums and Heritage Sector – Eithne Owens (Head of Content, Event Communications)