What PR Pros Can Learn at Museums

Surprise. Intrigue. Guilt. Happiness. New-ness. Nostalgia. Desire. I noticed that successful campaigns had at least two of these emotional elements.

It’s not just about acting, good visuals or sad violin music.

Good, effective campaigns start with clear communications:

a crystal vision of where we want to be

a determined way of hacking out a path.

For us who are writing — whether to sell products, to change minds, to transform society – developing an emotional hook is important to getting our target market to respond.

A few weeks ago, I went on a feelings spree with another PR colleague.

We traveled to the National Museum to answer some questions:

“Paano ba humugot at saan ba huhugot?”

hugot – an emotional response & a wellspring of creativity.

Here’s what we found:



Every story we write must set us apart.



Catching the essence requires focus.



Putting ourselves in our customers’ shoes helps us write more authentically.


 The art we saw were were visualizations of specific calls to action.


When words are cheap & fame is easy, it’s our mastery of story that will help us establish a brand of renown.