Purpose: This paper aims to present a conceptual model for public relations specific to museums. Design/methodology/approach: Based on relevant literature, a contingency model is developed for the public relations practices of museums. Findings: The model offers the market orientation level of the management and the interest level of the publics as the major factors that influence the effectiveness of the public relations programs in museums. The interest level of the publics is offered as a moderating variable. Practical implications: The model suggests that the effectiveness of the public relations programs of museums depends on two major factors. Although the interest level of the publics may seem to be uncontrollable at first glance, its negative impact can be largely controllable by managers by changing their own market orientation level - by adapting the public relations strategy to the targeted public depending on the interest level of that public. Originality/value: The model is specifically designed for museums. It can be accepted as the first public relations model specifically offered for museums. The model here recognises the relationship between marketing and public relations.