Awareness WP1: Public Media Campaign

Jon Purday

Prague

Tuesday 9 July 2013

Congratulations!1254 entries in the media

monitoring template since the start of the project

558 since January 2013

Political engagement

Cyprus

Image title

Belgium

Bulgaria

Italy

Poland

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

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

PR: creating the virtuous circle

End users

Cultural heritage sector

Politicians &policy makers

Media &social media

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

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

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