It is not always easy to transmit the evolution of the role of museums: not only places of research, education and exhibitions but also places of dialogue. This is particularly necessary for experts of science communication such as journalists. It is an important objective – and sometimes a challenge – to ensure journalists understand, and consequently make other people understand, the mission of our institutions. The session brings together case studies in which press offices act as tools in reinforcing the image, identity and impact of museums and science centres in society.