In recent decades, the conditions for the museums have changed. The competition has become harder and bigger and their role in society have changed when new technology provides other opportunities for how visitors are to be reached. This means that the museums need to think in new paths in order to continue to stay attractive for both existing and new visitors. As part of this, it is about trying new path sand broader their activities to fulfil the goals and expectations that exist from both the audience and their own operations. Working strategically with communication is away for museums to differentiate themselves, to constantly stay up-to-date and to reach new and retain existing target groups. This study shows, through interviews with communicators, how four museums in Stockholm work with strategic communication to meet these just mentioning challenges and what effects this will have for their own organization. By trying new digital channels such as social media, actively working to be current in their time and finding new paths to create exciting visitor experiences both physically and digitally, while continuing to be institutions for knowledge dispersion within their respective areas, the museums maintain their topicality and continue to attract audiences.