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Europeana Awareness WP1: Public Media Campaigns (2) - Jon Purday

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Europeana Awareness Assembly, Prague, 10 July 2013

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Europeana Awareness WP1: Public Media Campaigns (2) - Jon Purday

  1. 1. Awareness General Assembly 10 July 2013, Prague WP1: Public Media Campaign Jon Purday
  2. 2. Media coverage since January 2012 Totals • 1,254 media reports • 46 countries • 23 languages
  3. 3. Media coverage by format  25 = 2%  254 = 20%  752 = 60%  128 = 10%  78 = 6%  17 = 2%
  4. 4. TV coverage
  5. 5. 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
  6. 6.  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
  7. 7. Campaign manager: Eleanor Kenny, the British Library, London
  8. 8. Campaign manager: Frank Drauschke, Facts and Files, Berlin
  9. 9. 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
  10. 10. PR: creating the virtuous circle End users Cultural heritage sector Politicians & policy makers Media & social media
  11. 11. 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
  12. 12. Thank you Jonathan.Purday@bl.uk
  13. 13. 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
  14. 14. 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
  15. 15. Political engagement
  16. 16. 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
  17. 17. 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

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