Writing for the public (museums and galleries)

Apply the techniques of professional copywriting to your museum’s marketing materials, captions and labels.

Text plays a crucial role in museums: from the marketing content that brings visitors through the door to the captions that put displays into context for them. But lifeless or confusing writing can leave your collection’s most inspirational stories untold. This half-day introductory course shows you how to write clear and concise content that surprises, provokes and enlightens.

What’s covered?

Through a series of practical exercises, you will pick up techniques for drawing readers in and keeping their attention. You will learn how to make difficult concepts accessible, prioritise important information and choose an appropriate tone of voice.

And by looking at some common writing mistakes you’ll learn how to avoid overwhelming your visitors – or, just as bad, patronising them.

Topics covered include:

  • How people read in different museum contexts and how to write for them
  • Defining your audience and finding a tone of voice
  • Planning and structuring your writing
  • Communicating important information and big ideas
  • Humanising text to connect with visitors

Who’s it for?

This course is for you if you work or volunteer for a museum, gallery or heritage attraction and regularly write:

  • text panels and labels
  • marketing materials
  • website content
  • email bulletins and newsletters
  • social media updates
  • press releases.

Method and duration of course

One day course (usually 10am-4pm) with workshop exercises, small group activities and group discussion.


We charge a flat rate of £360 for our one day in-house training courses and £220 for a half day course. (Registered charities and community groups receive a 20% discount.) We only charge travel expenses if the venue is outside London or the Southend-on-Sea area.

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