We will soon announce our Call for Papers for MPR sessions at the ICOM’s 27th General Conference in Dubai, November 11-17, 2025. But before we do, we want to know what our community is passionate about and what interesting projects you are working on. We ask you to help us shape the themes for this call so we can get the most out of everything happening in museums.

As there are three general Conference themes around the concept of The Future of Museums in Rapidly Changing Communities, we are also organizing three 90-minute sessions for your presentations: Intangible Heritage, Youth Power, and New Technologies. But what are the possible sub-themes that are more relevant to our community right now? To help make this discussion go, we have listed several possible Discussion Points for the sessions. Do they look good to you? Is it something that we are leaving behind? 

Get on board. Please send us your reactions, comments, thoughts, and ideas no later than March 26 to chair.comms@icom.museum. 

Session 1: Intangible Heritage – Storytelling, Identity, and Relevance

Digital Storytelling for Intangible Heritage
How can museums translate intangible heritage into compelling narratives for diverse audiences?
Using social media platforms to document and share living traditions.
Podcast development strategies to amplify community or marginalized voices.
Creating shareable content that respects cultural sensitivity.

Key Discussion Points:

• Ethical frameworks for digitizing oral histories and traditions
• Platform-specific strategies (Instagram Stories vs. TikTok vs. YouTube)
• Measuring engagement while respecting cultural ownership
• Balancing preservation with accessibility

PR Approaches for Promoting Intangible Cultural Practices
Media pitching strategies that avoid the exoticization of traditions.
Building press relationships with cultural journalists and influencers.
Crisis management when navigating cultural appropriation concerns.

Key Discussion Points:

• Role-playing difficult media interviews about sensitive cultural topics
• Developing talking points that center community voices
• Examples of successful and problematic coverage

Community-Centered Fundraising for Intangible Heritage
How can museums can generate social engagement without being targeted by extremists?
Developing donor campaigns that connect emotional value to preservation
Grant writing strategies highlighting community impact
Ethical considerations in corporate sponsorships for cultural programs

Key Discussion Points:

• Creating donation incentives that don’t commodify traditions
• Building fundraising campaigns with community input
• Metrics beyond money: measuring cultural impact for funders
• Ethical screening criteria for Potential Sponsors

Session 2: Youth Power – Co-Creation, Activism, and Digital Fluency

Youth-Led Marketing Initiatives
Building youth advisory boards for authentic marketing.
TikTok and emerging platform strategies developed by young audiences.
Mentorship programs pair marketing professionals with youth leaders.

Key Discussion Points:

• Creating authentic content for youth audiences
• Building systems for ongoing youth input in marketing
• Navigating institutional barriers to youth leadership

Intergenerational Engagement Strategies
Creating communication channels that bridge generation gaps
Developing campaigns that appeal across age demographics
Measuring the impact of youth-driven audience development
Engaging Gen Z/Alpha as collaborators, not just audiences

Key Discussion Points:

• TikToking: Balancing authenticity vs. institutional voice.
• Amplifying youth activism (e.g., climate justice, decolonization) in museum spaces.
• Metrics & Measurement: Evaluating cross-generational engagement
• Content Strategy: Messaging that resonates across age groups
• Conflict Resolution: Managing tensions in intergenerational projects

Youth-Focused Fundraising Models
Crowdfunding campaigns designed and executed by young people
Pitching to foundations focused on youth development
Building sustainable revenue streams that empower young leaders

Key Discussion Points:

• Youth-led membership programs
  
• Corporate sponsorships targeting youth-centric brands
• Fundraising events designed for and by young people
• Digital fundraising strategies targeting younger donors
• Foundation relationships centered on youth development

Session 3: New Technologies – From AI Experiences to Ethical Dilemmas

Emerging Tech in Museum Communications
AI-powered personalization in visitor communications
Tech experiences as marketing tools
Using data analytics to refine community outreach

Key Discussion Points:

• AI chatbots: Communications and marketing innovation to create accessibility and inclusivity.
• AI chatbots: Digital concierge for pre-visit hype vs. post-visit engagement.
• AI chatbots: Personalized storytelling of your own personal curator.

Digital-First PR Strategies
Building influencer relationships in specialized communities
Creating viral moments that drive physical attendance
Managing online reputation in an age of instant feedback

Technology-Enhanced Fundraising
AI tools for sustainable museum funding
CRM optimization for donor relationship management
Virtual galas and hybrid fundraising events
Virtual memberships for global audiences:

Key Discussion Points:

• Practical implementation of digital fundraising tools
• Cost-benefit analysis of technology investments
• Data security and ethical considerations
• Hybrid event production strategies