Beyond the Noise: Deciding What to Amplify, When to Pause, and Why It Matters

By Chelsea Rose Beroza , Senior Director?at Resnicow and Associates

Good public relations is equal parts decision-making around what to say loudly, softly, and when it makes sense to say nothing at all. Organizations often assume that they should promote all initiatives with full force—after all, significant staff and monetary resources have been used to make them a reality.???

In a perfect world, the media would gobble up every exhibition, performance, and lecture with intense curiosity and enthusiasm to share with their audiences.??

But when you add to the equation not being able to place a story due to an artist receiving a ton of recent press, journalists inundated with press releases from your organization, breaking news cycles, the need for ‘clicks,’ among other very real factors—it no longer makes strategic sense to promote everything all the time at equal weight.??

A smart public relations plan is realistic and achieves your goals. Understanding what will be received as newsworthy, whether to pitch a few journalists or blast your entire press list, requires thoughtful analysis of the current media landscape. It is about determining the best, most feasible outcome and calibrating your strategy accordingly.???

This approach is not without challenges. Internal pressures, donor expectations, and lack of understanding by colleagues about how the media works can present situations where education and compromise are required. That is why the communications department must play an active role in building consensus around priorities, sharing an analysis of successful outcomes and how they were achieved, and providing a strong, informed rationale when presenting its public relations plan to leadership and stakeholders.?

Having a strategic foundation is also crucial in situations where it is in an organization’s best interest to not say anything at all. Reacting to the latest news headline or weighing in on matters that aren’t related to your organization’s mission need to be carefully considered. ? ? Questions such as: Do we have all the facts? Who within our organization is informed enough to speak to this issue? What is our ultimate goal in saying something now? Is this a situation where we take action behind the scenes instead of issuing a statement? are all important for ensuring you’re making decisions that look beyond the heat of the moment.?

In short, a lot of communication is about what is said, but there also needs to be an emphasis on when, how, to whom, for what purpose, and what is left out. Otherwise, it is just all talk.??

With a background combining visual arts, heritage preservation, and urban planning, Chelsea Rose Beroza has more than a decade of experience leading campaigns that highlight the transformative power of the arts and culture.?

Projects have included communications campaigns for the renovation and enhancement of The Frick Collection ; the U.S. Pavilion at the 2023 Venice Architecture Biennale; Park Avenue Armory ’s artistic program and building rehabilitation; the reopening of the Whitney Museum of American Art ’s former home as The Met Breuer; and the inauguration of the Australian Pavilion at the Venice Art Biennale.?

Chelsea previously oversaw press strategy at World Monuments Fund (WMF), the leading independent organization devoted to safeguarding the world’s most treasured places. During this time, she led the organization’s crisis response to destruction caused by international conflict and natural disasters. Additionally, she brought awareness to WMF projects across the globe, including the reconstruction of the Mosul Museum following attacks by ISIS, heritage revival projects in the Old City of Ta’izz, Yemen, and initiatives intersecting with climate change, underrepresented heritage, and the inequitable impacts of tourism. Her experience advocating for urban places extends to prior roles at The Municipal Art Society of New York and Heritage Consulting Inc. ?

Chelsea holds a master’s in regional and city planning and a certificate in historic preservation from the 美国宾夕法尼亚大学 . She graduated cum laude with degrees in communications and art history from James Madison University .?