europeana awareness wp1: public media campaigns (2) - jon purday
DESCRIPTION
Europeana Awareness Assembly, Prague, 10 July 2013TRANSCRIPT
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Awareness General Assembly10 July 2013, Prague
WP1: Public Media Campaign
Jon Purday
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Media coverage since January 2012
Totals • 1,254 media reports • 46 countries• 23 languages
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Media coverage by format
25 = 2%
254 = 20%
752 = 60%
128 = 10%
78 = 6%
17 = 2%
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TV coverage
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Italy: opportunities to see the media coverage
Medium Quantity Circulation or daily average audience
Value
Print 29 6,650,700 €721,100
Online 35 1,772,800 Not available
Radio 7 12,295,000 €79,000
TV 4 5,930,000 €137,900
TOTAL 75 26,648,500 €938,000
Total population: 60.72 million
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10 national campaigns:
5 international campaigns:• Culture for Creativity: Ministers’ Awareness event
• Release of the CC0 dataset
• The Hitler postcard and other stories of 1914-1918
• Launch of Europeana 1989
• #AllezCulture
9 more campaigns planned in 2013 11 further campaigns in 2014
PR campaigns since start of project in 2012
•Belgium •Bulgaria •Cyprus •Denmark •Ireland
•Italy •Luxembourg •Poland •Slovenia •UK
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Campaign manager: Eleanor Kenny, the British Library, London
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Campaign manager: Frank Drauschke, Facts and Files, Berlin
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Process
A partner from each country is a member of Work Package 1. They act as the national co-ordinator
The Campaign manager works with national co-ordinator to agree the approach to the campaign
PR brief drawn up
Sent out to several PR agencies
Best submission wins contract
Press launch, press release then events
1 month’s intense PR activity
Close contact between campaign manager, national co-ordinator and PR agency
Before and after main campaign, the national co-ordinator continues to raise awareness of Europeana
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PR: creating the virtuous circle
End users
Cultural heritage sector
Politicians &policy makers
Media &social media
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Introducing
Sara di Giorgio on Europeana 1914-1918 in Italy
Agata Ners on the launch of Europeana 1989 in Poland
Marc Rassat on plans for the most ambitious Europeana 1914-1918 events in France
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Raise awareness of Europeana in every country among: Media Users GLAMS Policymakers
Short media campaign with a strong story
Grassroots engagement with new approaches to cultural heritage online
Build ongoing PR programme for Europeana in each country: Develop a network of national PR coordinators
Supplement skills with professional agency input and best practice techniques
Enable coordinators to continue work for Europeana before and after main PR campaign
Core objectives
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CC0 campaign
First major story on new Europeana Pro blog
Release circulated by the Commission
40 blogs picked up on the press release or our blogs
Open Knowledge Festival: video by Neelie Kroes announcement and guest blog by Harry: 2,160 subscribers; shared 350 times
Guest blog for European Public Sector Info Platform – EPSI: 1,164 reads
This is epic. No, it's more than epic. It's Europeana.
Alex on Neatorama
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Political engagement
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CC0 announcement twitter reach:
Top 10 Tweeters: YourAnonNews CreativeCommons Getty Museum Guardian Science Librode Notas Tw_top_science Library journal Neelie Kroes Ray Beckerman TechZader Relevant tweet very 5 seconds
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Sustaining PR activity outside the campaigns
Spain: Congreso Nacional de Bibliotecas Publicas / Europeana Conference
Bulgaria: Pinterest collaboration and conference
Poland: Conference and hackathons
Latvia: Hackathon
Finland and Czech Republic: national aggregators meetings with Ministry
France: Europeana demo point at Paris Bookfair
Promoting Linked Open Data video in Spanish, French,Italian and German