STRATEGIC COMMUNICATION CHALLENGES FOR MUSEUMS IN THE DIGITAL AGE.

When information and communication technologies (ICT) have been consolidated as platforms for connecting with audiences, it is necessary to understand the strategic nature of communication to achieve institutional objectives. With in-depth interviews with communication experts, as well as an analysis of the profiles of the professionals who lead museum communications, it is detected that this is not centralized in a department, thus reducing its strategic significance. Furthermore, these still lack a directive and decisive nature, which prevents aligned and cohesive communication. [ABSTRACT FROM AUTHOR]