"The Prado Museum had a first-class collection, but as a museum it was anchored in the 19th century".

"Until twenty years ago, although the Prado Museum had a first-class collection, as a museum it was anchored in the 19th century, which reinforced the perception of being an elitist institution. A museum works as long as it is relevant to society, and our work consists of reaching out to everyone". This was stated at the University of Navarra by Javier Sainz de los Terreros, manager of speech Digital of the Prado Museum. graduate en Humanities by the academic centre, has given a session to the students of the School of Philosophy and Letters, in the framework of the subject "Digital Transformation", taught by Professor Andrés Sáenz Magdalena.

Under degree scroll "How to humanise speech in the digital era. The example of the Museo del Prado", the expert shared some of the keys to the digitisation strategy that the national art gallery has implemented in recent years to focus on the visitor experience, and addressed the challenges faced in combining tradition and digital content. "To reach more people and eliminate the perception of being an elitist museum, we have strengthened the digital speech and especially the presence on mobile phones, where the Prado becomes an everyday museum, with dynamics and formats accessible on a daily basis, because it is a museum for everyone," he said. In this sense, he explained how the museum has opted for "a speech with a more real format, for a direct relationship with the viewer, because the public values authenticity".

To this end, since 2017 they have been broadcasting live on Instagram, where everyday, before opening the Museum to the public, a professional - from curators to curators or restorers - explains a work in an informative and accessible way, from their area at specialization."The idea is to enjoy and give another point of view of the works, often related to a topical hanger, with the goal to show that in the Prado Museum you can always find something for yourself. This has made us more and more socially relevant". He also pointed out that "you have to be popular but not banal, respect your brand and be aware of what you mean to people". An example of this premise was the 10 year challenge, a phenomenon that became popular on social networks and which the Prado Museum joined. "It was an example of how you can combine popularity and rigour, while respecting your brand.

Faced with these possibilities offered by digitalisation, Sainz de los Terreros also stressed the importance of being prepared to face and manage any crisis: "Now we are more exposed, the public is aware of everything and it is important to monitor social networks well, to see where the conversations are going, and to anticipate possible problems". Among other crises they have had to manage over time, Sainz de los Terreros explained how they dealt with the COVID19 pandemic: "We had to close, but it was at that time when El Prado had to be more open than ever. Thanks to the digitalisation strategy, we managed to make our public feel that the museum, which belongs to everyone, is always there".

Javier Sainz de los Terreros has been working at the Museo del Prado since 2012 as manager of speech Digital. He is a specialist in management cultural, graduate in Humanities by the University of Navarra and in advertising and Public Relations. In 2019 she received a Webby Awards, award which is considered the Oscars of the Internet, in the Social. Arts & Entertainment, for his work in disseminating the Prado collections. That same year, the national art gallery received the award Princesa de Asturias of speech and Humanities in 2019, coinciding with its 200th anniversary.