europeana awareness wp1: public media campaigns - jon purday
TRANSCRIPT
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Awareness WP1: Public Media Campaign
Jon Purday
Prague
Tuesday 9 July 2013
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Congratulations!1254 entries in the media
monitoring template since the start of the project
558 since January 2013
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Political engagement
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Cyprus
Image title
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Belgium
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Bulgaria
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Italy
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Poland
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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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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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PR: creating the virtuous circle
End users
Cultural heritage sector
Politicians &policy makers
Media &social media
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Your role, in collaboration with us
For your main PR:
Identify the focus of your campaign
Agree the PR brief, identify suitable agencies, send brief, select agency
Co-ordinate the PR activities with the agency
Before and after your campaign:
Find ways of raising awareness of Europeana
Keep in touch with colleagues in your country who are in the Communicators group and the Europeana Network
Keep in touch with the Member States Expert Group or other colleagues in ministries
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Your time
Most of you have 3 months on WP1 in this project
Assume 7 hours a day, 5 days a week, 4 weeks a month
420 hours is time to achieve a great deal !
Don’t use it all up before your campaign
Keep a full month for the campaign work
But do use some time before and after the campaign to build awareness of Europeana
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Reporting your success
During the campaign, the agency is responsible for recording all coverage in the Media Monitoring Template (MMT)
Before and after the campaign, MMT is your responsibility
You also have a quarterly report form to complete showing all the activities you have worked on
These reports should include not only the campaign, but your awareness-raising work before and after the campaign