The museum's head of comms Antony Robbins has been promoted to director of comms, as part of the venue's three-year comms plan 'Fewer, Bigger, Better' and its public affairs plan 'Only Connect'.
The museum aims to target families - its core audience - overseas visitors to try to make it the 'first port of call' and, in a new focus, young urban Londoners.
Robbins told PRWeek: 'We want to appeal to the young, cool urban Londoner who would enjoy a pop-up exhibition and tell everyone about their experience on social media. This audience can become powerful brand advocates.
'We were producing far too many stories and losing news currency. We are now going to create a more compelling narrative to chime with the ordinary Londoner and focus on a more outward-looking and proactive approach to all our media handling.'
'Only Connect' is a renewed effort by the museum to engage with decision makers and to consult on current and future spending at a time when cultural-funded institutions are experiencing pressure on budgets.
Meanwhile, 'Fewer, Bigger, Better' is part of a fresh focus to cut down on the amount of news produced so only the 'very best' stories are highlighted.
The museum is keen to build its digital offering and increase production of apps such as Streetmuseum, which superimposes historic images over London landmarks.
The museum is currently looking for a digital editor to join the nine-strong comms team.