Following an evolution in the aims of museums, innovative methods and approaches as well as the public’s changing expectations and perception of what culture has to offer in the media society, changes are taking place within museum communication. Once again Regione Piemonte underlines its leading role in the debate about museums and cultural heritage enhancement, exploitation and management by organising together with Fondazione Fitzcarraldo and Holden Art an international conference ‘Story telling in museum contexts:innovative ways of enhancing professional competence.’. The conference aims to outlining current trends and offer a productive platform for museum operators to exchange views and experiences. The project is co-funded by the European Commission – Directorate General for Education and Culture within the framework of the Leonardo da Vinci Programme. ENCATC, The European Network of Cultural Administration Training Centres is co-operating in the initiative by promoting it and disseminating its outcomes internationally.