Museums have become lightning rods in an increasingly polarized society, exposing often underdeveloped relationships with key stakeholders, from the media to community members. On this edition of Update-1, NPC Broadcast/Podcast Team Co-chair Adam Konowe speaks with Steve Lott, a former journalist turned public relations practitioner and university lecturer. Lott's new book, "Museum Flack: A Public Relations Guide for Museums," uses the fundamentals of story mining and telling as the basis for helping museum executives recognize the difference between marketing and PR. From embracing the journalistic practice of "bottom line up front" to measuring success, Lott's book serves as both a clarion call and how-to guide.