Intangible Heritage—Storytelling, Identity, and Relevance Dissemination and promotion of intangible cultural heritage from one generation to the next has traditionally been transmitted through a variety of means, including oral, written, musical, and pictorial. How do we as museum communicators respect authenticity, sensitivities, living traditions, and marginalized communities when we develop, disseminate, promote, and evaluate effectiveness of compelling content and narratives that appeal to a broader audience and drive engagement, utilizing twenty-first century communications media, technology, terminology, methodologies, and platforms? Through presentations and interactive discussions, ICOM COMMS (former MPR) will address topics of interest to museum communicators, marketers, fundraisers, and community engagement specialists, including digital storytelling, ethical parameters for shareable content, social media and podcast strategies, news media and influencer relationships, crisis management when navigating cultural appropriation concerns, and community-centered fundraising. ——————– Session A 12 November 2025, 1:00 – 2:30 (Dubai time) Intangible Heritage – Storytelling, Identity, and Relevance Moderator = Anna Dentoni Wendell Silva & Ricardo Lopes: Communication, Design, and Living Heritage: The “Experiência Brumadinho” Case at Inhotim Institute Ana Paula, Miranda Saavedra: Revitalizing the Threads of Heritage: The Role of Public Relations in Promoting Mayan Intangible Cultural Heritage Sharifa Balfour: Digital Storytelling for Intangible Heritage: Reclaiming Saba’s Hidden Narratives Vanessa Ferey & Benoit Le Blanc: Ethical Storytelling and Collective Intelligence: Situated Transmission of Intangible Heritage in the Age of AI Natia Khuluzauri: Echoes from the Mountains: Digital Storytelling and Intangible Heritage at the Alexander Kazbegi House Museum Abdulla Al Naama & Mohammed Al Yousuf: Voices Remembered: Curating Intangible Heritage and Historical Trauma at Bin Jelmood House