Anabeth Guthrie

Led a dynamic integrated communications team, achieving significant milestones in audience engagement and crisis management. Managed a $1 million marketing and social media budget. Expert crisis planning and response for protest (onsite, online), provenance issues, high-profile acquisitions ensuring effective response and media management. Strategic planning and deployment for new audience reach. Coordinated teams for COVID-era closings/reopening, ensuring public safety. Executive speechwriter and remarks, while communicating institutional goals and thought leadership. Launched bilingual (Spanish) communications program, internal communications team, media training program, enhancing audience reach and inclusivity. Secured global media attention for reopening after numerous architectural renovation phases. Extensive knowledge of artist Mark Rothko, architects I.M. Pei and John Russell Pope, and landscape architects Laurie Olin and Dan Kiley, among many others. Hosted several national and global state visits and accompanying media pools with protocol colleagues. Secured first modern-day paid film shoot for a major Hollywood motion picture “Ghosted” (2023), positioning museum as itself and not just another backdrop.

Managed team development and implementation of communication plans across integrated media (earned, paid, owned), achieving wins with museum attendance, online engagement. Deployed extensive knowledge of art history, museum industry to inform and guide all media strategies. Forged and led internal collaborations to secure success for communication plans. Managed external contractors for social media, promotional video, archiving, media database projects. Publicist for high-level and institutional news: major exhibitions and acquisitions, policy, renovations. Launched general e-newsletter and all current museum social media channels. Acting department head for day-to-day operations and chief spokesperson. Led several international press junkets with global tourism staff. Developed several strategic partnerships across tourism, local government, art world, festival presenters, special interest groups. Coordinated hundreds of film and video shoots for press and external partners. Managed all paid placements for exhibitions and programs. Script writer for paid broadcast advertisements. Advisor to Chief of Communications.

Led global media plans for exhibitions, initiatives, news, brand awareness. Initiated expansion of media reach and trusted relationships. Managed systems for media coverage tracking and database, internal and contract external. Liaison to general counsel and imaging departments for NEL, copyright, and image permissions. Expanded paid media opportunities with multiple six-figure marketing budgets from sponsorships. Initiated several first-time internal collaborations for maximum impact leading to project successes.

Promoted all aspects of the museum (exhibitions, programs, history, architecture) to local, national, and international media across all types (social, print, broadcast, digital). Developed and deployed press materials for more than 20 exhibitions and initiatives. Organized press conferences, previews, and society coverage of special exhibitions, events, and announcements. Coordinated media appearances by artists and museum experts. Collated regular retrieval and reporting of media coverage. Supervised film and video shoots for special exhibitions and permanent collection. Initiated major expansion of media database. Produced and distributed promotional video clips for exhibitions and news.

Created and implemented communications strategies for more than 40 diverse SITES traveling exhibitions at various stages. Developed, maintained, and expanded contacts with local, national, and international print, broadcast, and internet media. Represented Smithsonian Institution and SITES to national host museums, sponsors, artists, historians, and stakeholders from Washington, DC. International coordinator of SITES’ 50th anniversary celebrations in 2002, with staff-created collaborative initiatives launched during the months following 9/11. Traveled across the United States representing SITES at press conferences, community events, exhibition openings, and exhibition fabricators. Trained junior public relations staff and supervised paid Congressional interns. As Acting Director of Public Relations, managed public affairs staff of 3. Created tracking database to eliminate duplication in media outreach. Initiated and implemented cost-effective techniques of using a unified digital graphics package for all host museums of Smithsonian traveling exhibitions to facilitate consistency across venues and maximize SITES brand awareness. Generated significant domestic and international media buzz and coverage for a range of SITES exhibitions, including “Latin Jazz: La Combinación Perfecta” (a bilingual exhibition), “In the Spirit of Martin: The Living Legacy of Dr. Martin Luther King, Jr.” (sponsored by PepsiCo), “Naboo: The Art of the Starfighter” (with Lucasfilm), and “Voyage—A Journey Through Our Solar System” (currently installed in front of National Air and Space Museum in Washington, DC and at Space Center Houston).

Promoted Smithsonian Institution’s continuing education program of more than 1,500 events to local, national, and international media for maximum brand exposure and ticket sales. Designed and implemented strategic promotional plans for high-profile initiatives, including the Cooper-Hewitt/Parson’s School of Design Master’s Program in American Decorative Arts, and events presented by the Smithsonian’s Young Benefactors Program. Updated and expanded media database tailored to the diverse program offerings and expanded community database for outreach initiatives; nurtured new media and community relationships.

Responded to media queries for Resident Associate Program and Smithsonian Study Tours. Managed daily media calendar submissions for all programs. Drafted press releases, public service announcements, and all press materials. Managed radio advertising campaigns for various programs. Designed and implemented strategic promotional plans for events such as “A Tribute to Hank Williams” seminar weekend, “Musica de las Americas” concert/lecture series, and the James Smithson Bicentennial Medal Awards as well as celebratory public programs for NASCAR and the Kentucky Derby. Organized monthly media mailings to entire database promoting all programs. Organized and expanded media outreach to more than 350 travel writers. Managed all media clippings and report compilations for Resident Associate Program and Smithsonian Study Tours. Represented Smithsonian Study Tours during “Native Arts and Culture of the Southwest” excursion to Arizona and New Mexico. Managed local, national, and international strategic communications for Smithsonian Annual Kite Festival. Provided support to two public affairs officers.

First to hold this position at the university. Assisted museum director with curatorial procedures and planning and implementation of special events, targeting university community and local residents. Promoted exhibitions and public programs to local media outlets. Supervised 15 gallery assistants (paid students) in areas of curatorial procedures. Assisted in maintenance of permanent collection cataloging project in FilemakerPro database.

• Study Abroad: American University in Paris, "Expatriate Writers" taught by Noel Riley Fitch. Received grant from the state of Virginia to cover the entire cost of the program.
• Thesis: "Women Artists in Paris: 1900-1940"
• Employment: Gallery assistant at University of Mary Washington Galleries (1995-1997)