This research is about Swedish cultural institutions’ digital public relations work, with the purpose of investigating what the digital coordinators at the institutions consider to be essential skills in their work and how they define and implement effective and successful communication online. Communicating about culture and cultural heritage is essential and a key priority in order to ensure that the public is educated about the past as well as the present. Through analysing data from interviews conducted with professionals working within communications at Swedish cultural institutions, the study investigates what the main difficulties, similarities and dissimilarities are in digital public relations today and why. The results show that the professionals’ main areas of difficulty lay within conciseness and correctness, these could be attributed to lesser constraints in the digital setting, inattention, the faster pace of working online as well as a higher tolerance for errors. The interviewees showed a dependence on adding links to their digital content, expressing different opinions regarding what purpose linking serves. There is a common trend within the professionals’ work in favour of democratisation of the dynamics between the institution and the public – two-way communication through adapted and personalised dialogue (community management) and valorisation of feedback. The study provides first-hand insight into the strengths and weaknesses of digital public relations actors working within Swedish cultural institutions.