[insert organisation name] media evaluation report european hiv testing week 2014 [insert country]

[INSERT ORGANISATION NAME] Media Evaluation Report

European HIV Testing Week 2014

[INSERT COUNTRY]

www.hivtestingweek.euwww.hiveurope.eu

ContentsSection Slide

number

Introduction and report aim 3

Coverage overview 4

Key headlines 5

Key Tweets 6

Detailed media coverage overview• Media type• Target audience• Key media messages• Tone of coverage• Spokesperson use

7

Conclusion and recommendations 14


Introduction and report aim

• INTRODUCTION• On [INSERT DATE], [INSERT ORGANISATION NAME]

announced its participation in European HIV Testing Week 2014 to raise awareness of the importance of HIV testing in [INSERT COUNTRY]

• REPORT AIM • This report provides an in-depth analysis of the

coverage, which emerged as a result of targeted outreach to [INSERT MEDIA TYPE e.g. NATIONAL MEDIA/ GAY MEDIA]

INSERT ADDITIONAL INFORMATION ABOUT TESTING WEEK ACTIVITIES CARRIED OUT BY YOUR ORGANISATION


Coverage overview

x[INSERT NUMBER]Audience reach generated from media coverage

[INSERT PERCENTAGE]Articles included at least one spokesperson quote

[INSERT NUMBER] Audience reach generated from Twitter

INSERT FIGURES ABOVE WHERE ABLE AND DELETE ANY ITEM THAT IS NOT RELEVANT TO YOUR CAMPAIGN

Articles in print

x[INSERT NUMBER]

x[INSERT NUMBER]

Radio broadcasts

x[INSERT NUMBER]

Online articles

x[INSERT NUMBER]

Television broadcasts

Total pieces of coverage including…

x[INSERT NUMBER]


INSERT PUBLICATION LOGO/TITLE FOLLOWED BY HEADLINE – EXAMPLE BELOW

Key headlines


INSERT IMAGE OF KEY TWEETS REPORTING YOUR ACTIVITIES – EXAMPLE BELOW

Key Tweets

Detailed media coverage overview

PLEASE NOTE ALL GRAPHS HAVE BEEN DEVELOPED FOR ILLUSTRATIVE PURPOSES ONLY. PLEASE INSERT DATA FROM YOUR ORGANISATION’S MEDIA MONITORING SPREADSHEET


• Media outreach was conducted to [INSERT MEDIA TYPE], resulting in a total of [INSERT TOTAL] articles

• The majority of articles were published in [INSERT MEDIA TYPE] publications

Coverage by type

0 1 2 3 4 5

Coverage By Media Type*

Broadcast (TV/Radio)

Print: Regional

Print: National

Online

No. of articles

Media type


• The majority of coverage reached [INSERT AUDIENCE] • [INSERT PERCENTAGE] of coverage also reached [INSERT AUDIENCE]

Target audience

0

1

2

3

4

5

6Target Audience Reached

Number of articles

Num

ber

of a

rtic

les


• [INSERT NUMBER] key messages were communicated through [INSERT ORGANISATION]’s campaign

KM1. 30-50% of the 2.3 million people living with HIV in Europe are unaware that they are HIV positive

KM2. 50% of those who are tested positive are diagnosed late, delaying access to treatment

KM3. When people are diagnosed with HIV late they are less likely to respond well to treatment and more likely to suffer with health complications

KM4. Self-stigma associated with HIV, reinforced by societal stigma, can prevent people from getting tested

CHOOSE FOUR OR MORE KEY MESSAGES THAT YOU WOULD WANT INCLUDED IN ANY COVERAGE AHEAD OF YOUR CAMPAIGN

Key media messages

FOUR EXAMPLES GIVEN BELOW


KM1 KM2 KM3 KM40

1

2

3

4

5

6

7

Key Message Penetration

Se-ries1

Key messages

No.

of a

rtic

les

• [INSERT PERCENTAGE] of the coverage included two or more key messages

INSERT CHART TO SHOW HOW OFTEN THE KEY MESSAGES WERE INCLUDED IN ANY COVERAGE – EXAMPLE BELOW

Key media penetration


• [INSERT PERCENTAGE] of coverage was either positive or neutral in tone

• Notably, [INSERT PERCENTAGE] of coverage was negative in tone

• [INSERT ANY ADDITIONAL COMMENTS ON TONE AND ANALYSIS]

HIV Testing Week Coverage

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Tone of Coverage

Positive

Neutral

Negative

Tone of Coverage


• [INSERT PERCENTAGE] of coverage included a spokesperson quote

Spokesperson use

50%

20%

15%

15%

Spokesperson Use In Coverage

Spokesperson 1

Spokesperson 2

Other

None

Conclusion and recommendations


• [INSERT NUMBER] articles discussed [INSERT ORGANISATON NAME] campaign for HIV Testing Week in [COUNTRY]

• [COMMENT ON WHAT WORKED WELL IN YOUR CAMPAIGN]

• [COMMENT ON WHAT YOU WOULD DO DIFFERENTLY IN THE FUTURE/ WHAT WOULD HAVE BEEN HELPFUL]

Conclusion and recommendations

[insert organisation name] media evaluation report european hiv testing week 2014 [insert country]

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