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PR and Communication Strategy - OpenArch Conference, Albersdorf 2013

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Presenting a Handbook on PR with Tips&Tricks, made for OpenArch Partners, incl questionnaire and discussion by Magdalena Zielinska and Roeland Paardekooper, EXARC

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PR and Communication Strategy - OpenArch Conference, Albersdorf 2013

  1. 1. Communication Strategy Strategic Public Relations for Archaeological Open-Air Museums WP7- Communication and Dissemination Magdalena A. Zielińska EXARC 25 October 2013
  2. 2. 2 PR manual The objective of this little guide is to raise awareness and improve marketing and communication strategies for archaeological open-air museums. Questionnaire results from OpenArch Partners are highlighted throughout the manual.
  3. 3. 3 PR manual – Content 1. People Matter 2. Digital PR Public Relations (PR) Search Engine Marketing Social Media 3. Film & Video 4. Combining Social Media and Print Marketing 5. Print Marketing Printed Material versus Promotional Products Press Releases, Adverts and Advertorials Presentations & Publications 6. How to organise an (international) Event
  4. 4. 4 PR manual – Content  Preface by an SEO / PR of a big museum  Personal stories from AOAMs about PR and their experiences  Tips & Tricks  Do’s & Don’t’s  Checklist for larger events  And much more
  5. 5. 5 A4 size Full colour Up to 60 pages PR manual
  6. 6. 6 PR manual – Questionnaire Does your PR person speak English? Any other languages? 0 1 2 3 4 5 StFagans AÖZA Archeon Viminacium Foteviken Hunebedcentrum Kierikki Calafell ParcoMontale Universityof Exeter EXARC Polish Italian Swedish German Danish French English
  7. 7. 7 PR manual People Matter A museum might be wonderfully located, have a great program of events but it are the staff who count for the real experience.
  8. 8. 8 PR manual Digital PR = PR + Search Engine Marketing + Social Media People receive an enormous amount of information every minute – we need to break through this river of data and stand out with our message so it gets picked up. This requires strategic thinking and integrated execution. When you master these three disciplines, you will be much more visible.
  9. 9. 9 PR manual Search Engine Marketing The centre of the universe is not your website, or your museum. The centre of the universe is Google. Create a flexible content framework so that new ideas and opportunities can be evaluated quickly. For any media your content should reflect the keywords in a relevant way and be interesting, valuable and shareable. The marketing (SEM) using search engines is a matter of using the search engines with the goal of promoting your website.
  10. 10. 10 PR manual – Questionnaire When did you develop your latest website? Help of SEO specialist ? 8 1 2 In the previous 3 years 3 - 5 years ago More then 5 years ago Three of the 11 partners used help of a SEO specialist when building a website.
  11. 11. 11 PR manual Search Engine Marketing Can you state your mission and goal in just a few sentences? What single message you want people to have learned from your museum?
  12. 12. 0 1 2 3 4 5 6 7 8 9 StFagans AÖZA Archeon Viminacium Foteviken Hunebedcentrum Kierikki Calafell ParcoMontale Universityof Exeter EXARC Tumblr Hyves Instagram Google+ Flickr LinkedIn Blog Twitter YouTube / Vimeo Facebook 12 PR manual – Questionnaire Are you active on social media? Which ones?
  13. 13. 13 PR manual – Questionnaire Are you active on social media? How active are you? 3 times a day… Once a day… twice a week… every week… twice a month… once… ? Are you only posting “your story”? Or do you also go into dialogue?
  14. 14. 14 PR manual Social Media DON’T: Autoforwarding of other people’s messages DON’T: Autoposting and automatic linking between your Facebook and Twitter DO: Your website content must be easily shared by your users on these social media
  15. 15. 15 PR manual – Questionnaire Who is taking care of the Social Media for you? 8 1 1 Own staff Own staff AND volunteers Externals / volunteers Note: Viminacium does not use Social Media
  16. 16. 16 PR manual Film & Video It is always good to have a good advertising type of video showing everything your museum can give. This requires a more professional filmer than a simple video showing the experiences of one of your visitors.
  17. 17. 17 PR manual Film & Video
  18. 18. 18 PR manual Combining Social Media and Print Marketing
  19. 19. 19 PR manual Print Marketing DO: Spell check everything DO: Essential museum information DO: Less is more DO: Compare printers DO: Quality matters
  20. 20. 20 PR manual Print Marketing Posters / banners need less words then flyers.
  21. 21. 21 PR manual – Questionnaire What promotional materials do you use? 0 1 2 3 4 5 6 7 8 9 10 StFagans AÖZA Archeon Viminacium Foteviken Hunebedcentrum Kierikki Calafell ParcoMontale Universityof Exeter EXARC mousemats bags replicas of finds place mats magnets USB sticks calendars pins mugs stickers pens T-shirts postcards
  22. 22. 22 PR manual Print Marketing
  23. 23. 5 4 2 (almost) Weekly On bigger occasions Never 23 PR manual – Questionnaire How often do you send press releases? How many published? Of those who sent Press Releases regularly, almost all claim that they are published "in one or the other media".
  24. 24. 24 PR manual How to organise an event  Produce a schedule and try to stick to it!  Invite VIPs – well known celebrities – it will assure that you are published in the (local) press.  Start early enough and make sure you have enough people to help you out.  Make a press release that journalists can just copy/paste. They are lazy!  Onderpromise and Overdeliver
  25. 25. Slide Show WP7- Communication and Dissemination Magdalena A. Zielińska EXARC 25 October 2013
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  28. 28. 28 Thank you

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