On February 18, our Managing Director, Noriko Silvester, served as a guest lecturer at the “FY2026 Museum Public Relations Training Program” hosted by the Agency for Cultural Affairs.

This training program was designed for curators and other professional staff working at museums and art institutions. On the day, approximately 130 participants from cultural facilities across Japan joined both in person and online.

The session focused on the theme “Communication Design for Museums”. It explored how individual museums can rediscover their unique value within their relationship to society and how strategic communication can reshape audience perceptions. Concrete communication approaches were introduced, along with examples of how museums and cultural institutions overseas promote themselves, as well as case studies of our clients such as Monaco Government Tourism and Convention Authority and Türkiye Tourism Promotion and Development Agency. The session emphasized the importance of clarifying “an institution’s purpose” and “PR message”, and of organizing communication by clearly defining what should be communicated and to whom.

It also highlighted that, in the age of AI, it is more important than ever to ensure that accurate, reliable information and value-driven content are available online. When concepts such as boilerplate statements in press releases and the practical use of media fact sheets were introduced, many participants were seen taking notes, reflecting their strong interest in public relations practice.

Candlewick will continue to support organizations in strengthening their value as essential members of society, through strategic and meaningful communication.