The enhancement of Italian cultural heritage is a complex topic. It has been increasingly debated not only for its socio-cultural implications, but also for its economic value. This is why the workshop will underline the main communicative strategies pursued by cultural institutions, in accordance with the role played by Italian cultural information during the Coronavirus lockdown. More specifically, the workshop deals with the results of News-Italia Laboratory within Carlo Bo University of Urbino. The research allows to understand the way Italian people collect information on general and cultural topics, with particular regard to some Italian museums, struggling to attract visitors and media attention. Practical exercises will allow students to experience of journalistic formats and writing techniques, that best suit the promotion our cultural heritage.