This research investigates how museum and city reputations are perceived in online media narratives and explores the role of museums’ online communication in shaping this relationship. To examine these dynamics, the case of the Uffizi Galleries and Florence was investigated.

The study employs a mixed- methods approach, combining the analysis of interviews with museum staff regarding digital communication strategies with topic modelling techniques on newspaper articles. Findings reveal that the Uffizi and Florence possess strong brands, resulting in distinct reputations on both national and international levels. However, a more dynamic interplay between the two reputations emerges within local media narratives, reflecting deliberate efforts by the Uffizi’s management to engage with the city. The results suggest that closer alignment between city branding and cultural institutions’ strategy could enhance the city’s national and global reputation.