This deliverable defines the strategic framework guiding communication, dissemination and exploitation activities within PlaceMUS XR. It establishes how the project positions itself within the Horizon Europe ecosystem and the ECHOES initiative, ensuring coherence, visibility and long-term impact. The document outlines a coordinated approach to engage key target audiences, structure project messaging and support the progressive uptake of results across scientific communities, cultural heritage institutions, creative industries and wider society. Communication is conceived as an integral component of the research and innovation process, accompanying the project from initial visibility to stakeholder engagement and final exploitation. The deliverable also defines the governance, tools and operational mechanisms that enable effective coordination among partners and alignment between communication, dissemination and exploitation pathways. Finally, it identifies the strategic directions for the uptake and sustainability of PlaceMUS XR results, supporting their integration within the European Collaborative Cloud for Cultural Heritage (ECCCH) and their long-term use beyond the project duration.