Abstract
Exhibition press announcements (EPAs) are a well-established genre in museum settings. Released in order to announce an up-coming exhibition, they are perceived by museums as useful tools for reaching audiences, influencing public opinion and, hopefully, increasing attendance (Genoways & Ireland, 2003; Rentschler & Hede, 2007; Kotler et al., 2008). Moreover, once EPAs are published on museum websites, they can bypass journalistic intervention, also known as “gatekeeping”, and directly address the general public, serving as marketing tools (Strobbe & Jacobs, 2005; Catenaccio, 2008).