Strategic audiencing: Best practices for a holistic approach to audience engagement in museums

Abstract

This article explores the concept of audience engagement in university museums by adopting a comprehensive approach that considers audiences in a broad sense–not only as external visitors, but also as internal stakeholders, including museum staff, volunteers, and students. Based on fieldwork conducted through a series of study visits, in-depth interviews with museum professionals, and observational research, the study draws insights from university museums in the US and Australia. These institutions were selected for their exemplary and innovative integration of museum practice within academic environments and wider communities. The research introduces a strategic model of audiencing that identifies six interconnected elements crucial for effective engagement: audience research, institutional governance, communication, content management, spatial design, and community building. These pillars are further enriched by a set of core institutional values such as inclusion, accessibility, innovation, sustainability, ethics, wellbeing, and interdisciplinarity. Although the research described did not generate detailed examples of internal audiences, the article briefly considers how the proposed model can also be applied to groups such as museum staff, volunteers, and student collaborators. Rather than offering a one-size-fits-all framework, the article highlights adaptable best practices intended to guide university museums in creating audience strategies that are context-sensitive, inclusive, and forward-thinking.