Awareness General Assembly10 July 2013, Prague

WP1: Public Media Campaign

Jon Purday

Media coverage since January 2012

Totals • 1,254 media reports • 46 countries• 23 languages

Media coverage by format

25 = 2%

254 = 20%

752 = 60%

128 = 10%

78 = 6%

17 = 2%

TV coverage

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

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

Campaign manager: Eleanor Kenny, the British Library, London

Campaign manager: Frank Drauschke, Facts and Files, Berlin

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

PR: creating the virtuous circle

End users

Cultural heritage sector

Politicians &policy makers

Media &social media

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

Thank you

Jonathan.Purday@bl.uk

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

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

Political engagement

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

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