Engaging with the audience is vital for any cultural institution that wants to survive in the marketplace. In this context, it becomes fundamental to develop a deep relationship with the audience. Due to their habit of relying on a product-centered approach, many cultural institutions fail to do so, not acknowledging the importance of keeping a constant dialogue with their audience and not monitoring and developing the interactions with their public on a daily basis. This causes cultural institutions to become very disconnected from their public. Therefore, the strategic planning of their communication activities becomes an increasingly important aspect for them to manage. How to create a dialogue with actual and potential visitors, how to choose the content of the communication and how to manage the different communication channels in an efficient way are among the strategic decisions that a cultural institution has to take into account when implementing a communication strategy that fosters engagement and tries to connect with its public, both online and offline.