1. Kermadec Expedition blog site
http://kermadec.aucklandmuseum.com

2. Melanie Cooper
Publicist at Auckland Museum since late 2010

5. TELLING THE STORY

6. IMMEDIACY

7. SIMPLE & SEPARATE

8. COMMUNICATING WITH THE BOAT

9. BRIEFINGS

10. KERMADEC EXPEDITION SITE
HOME PAGE

11. EXPEDITION OVERVIEW

12. EXPEDITION OVERVIEW – TEAM

13. DAILY BLOG

15. PHOTO GALLERY

16. NEWS

17. BLOG STATS
In less than a month over the course of the
expedition the blog site attracted:
• 10,736 visits
• 50,504 page views
• 4.70 pages/visit
• 00:05:02 avg. time on site
• over 200 comments

18. As a scuba diver of some 50 years ago I
have always been fascinated by the
Kermadecs. Thank you all for the
brilliant photography and reports of
this marine heaven. May it always
remain so.

19. Awesome!!! How big is that spotted
black grouper? How do you actually
catch the fish? And is it cold
swimming? Fantastic videos – thanks!

20. Thank you for sharing these video clips
with us. They are amazing, and although
I don’t want to pick out one as better
than the other I was spell bound with
the lionfish – it looked so soft and fluffy.
What an amazing adventure you all are
on. Take care, and continue sending us
back these amazing photos.

21. Super d’avoir de vos nouvelles à tous.
Quelle belle visibilité sur les vidéos.
Que votre moisson continue!

22. Well I’m breathless, what a wonderful
website, tracking a fantastic journey,
documenting our truly amazing pacific
world. Every morning at 7.30 I’m on the web
reviewing your progress. The copy, pictures,
videos and overall presentation opens the
window of opportunity for remote
participation in a world that otherwise
would not be available, via a medium, that
conveys your progress in near real time and
provides a palpable feel for the expedition’s
work and insight into that environment.

23. MAKING SCIENCE APPETISING
FOR MAINSTREAM MEDIA

25. KERMADEC BLOG ON STUFF.CO.NZ

26. KERMADEC BLOG ON STUFF.CO.NZ

27. TVNZ ONLINE & NEWSTALK ZB
Search for new species in Kermadecs

28. ONE NEWS
http://tvnz.co.nz/national‐news/scientists‐find‐new‐species‐in‐
kermadec‐islands‐4175019/video

29. ONE NEWS at 6PM
Scientists find new species in the Kermadecs

30. ONE NEWS at 6PM
Scientists reel in new species

31. NZ HERALD
Scientists get rewards on Kermadec fish
expedition

32. NZ HERALD
Scientists hook new fish

33. OTAGO DAILY TIMES
Scientists find new species in the Kermadecs

34. WILDLIFE EXTRA.COM ‐ UK
Voyage of discovery: Kermadecs expedition
finds several new species

35. EAST & BAYS COURIER (also running on Stuff.co.nz)
Kermadec expedition catches a few real
surprises

36. HAWKES BAY WEEKEND

37. MARLBOROUGH EXPRESS

38. NEW ZEALAND GEOGRAPHIC
http://www.nzgeographic.co.nz/issue‐
111/blue‐water‐islands

39. WHAT WE GOT
• REAL ENGAGEMENT WITH THE PUBLIC
• A HIGH MEDIA PROFILE
• A REPUTATION FOR SOLID RESEARCH
PARTNERSHIPS
• VIDEOS, PHOTOGRAPHIC & WRITTEN
MATERIAL

40. WHAT WE LEARNED
• AUDIENCES LOVE A GOOD STORY (NOT A
NEW ONE!)
• SIMPLE SCIENCE + IMAGES + VIDEO =
COVERAGE
• REAL WORLD PRESENCE NEEDS THOUGHT
TOO!
• A POST‐EXPEDITION BLOG PLAN
(AGREEMENT) WOULD HAVE BEEN GOOD

76. Now for a message you’ve heard
before ...

77. CONTENT IS KING

78. KERMADEC EXPEDITION TEAM
Science team:
– Auckland Museum: Dr Tom Trnski, Ged Wiren & Stephen Ullrich
– Australian Museum: Dr Stephen Keable, Dr Mandy Reid & Mark
McGrouther
– Department of Conservation: Warren Chinn, Peter de Lange & Clinton
Duffy
– Te Papa: Carl Struthers & Vincent Zintzen
– NIWA: Malcolm Francis
Science communicator:
– Alison Ballance
Photographer:
– Richie Robinson
Shore‐based team:
– Auckland Museum Virginia Gow & Kulvinder Singh & Zest