The Apartheid Museum is a non-profit organisation that relies on the generosity of government and private organisations, as well as the sale of gate tickets. It, thus, relies on building and sustaining a long-term relationship with its visitors to earn their loyalty and support. Marketing public relations (MPR) is a concept which has been explored by numerous studies in commercial contexts. The aim of this study was to explore the use of marketing public relations at the Apartheid Museum in Johannesburg, South Africa. In order to do so, a survey involving 384 visitors was conducted. The data from the questionnaires were analysed using the SPSS software. The study found that the museum uses such marketing relations tools as exhibitions, sponsorships, seminars, trade shows, its website, social media, media relations and publications. The practical significance of the article resides in its provision of MPR guidelines for organisations such as the Apartheid Museum for the purposes of building long-term, meaningful relations with its customer stakeholders. In addition, its academic significance lies in the meaningful contribution it makes to MPR scholarship.