Grand Egyptian Museum Public Relations and Sustainability: Breaking Down Barriers with Communities

This research examines the public relations strategy of the Grand Egyptian Museum( GEM ,)a mega-project that has achieved significant success during the Covid-19 and the trial visit in breaking down barriers and engaging with its community and
promoting sustainability .For instance, public relations( PR )are the planned and sustained effort to establish and maintain
goodwill and mutual understanding between museums and the public .Through a qualitative analysis of the museum’s PR
activities, this research reveals the importance of effective communication in building positive reputation and fostering a
sense of community engagement among stakeholders .The findings suggested that the museum’s strategic approach to PR has contributed to its success in promoting its mission and values ,and in breaking down barriers between the museum and its community.This research contributes to the understanding of the role of public relations in promoting sustainability and community engagement in museums and offers practical recommendations for museums seeking to adopt similar strategies.