We managed the Metropolitan Museum of Art’s communications strategy as the museum updated its “pay-as-you-wish” model, positioning the new policy as an important step for the institution to be able to continue fulfilling its wide and important mission. Facing initial criticism from media and others for changing this decades-old policy, GSG partnered with the museum’s internal communications team to develop and implement a media and stakeholder strategy that ensured that the overall coverage and dialogue around the change was thoughtful, educational, and neutral.