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. 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
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. PR: creating the virtuous circle
End users
Cultural heritage
sector
Politicians &
policy makers
Media &
social media
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
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. 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
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. 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
Hinweis der Redaktion
Start with our success UK is high because many blogs are published out of the UK
Coverage: TV and press agency – smaller, but huge reach
Value – what you would have spent if you had had to buy that space at advertising rates We were able to generate nearly 1 million euros of advertising value for a spend of under Euros 20,ooo Fantastic – well done Sara and the team at the Italian ministry
Italy was just one of 10 successful national campaigns that WP1 has run, alongside 5 further international campaigns
Introduce you to the 2 campaign managers, who divide Europe up between them - and have become TV celebrities
And talking to participants who tell their stories and show items that are being digitised at the roadshows
Europeana delivers messages to media contacts and into the social media These are picked up by end-users – for example, stories about the 1914-1918 roadshows catch the public imagination Public interest is picked up by politicians, who visit roadshows – in Ireland, the UK, Slovenia, for example They in turn are hearing messages about cultural heritage offering both social and economic value They share those messages with their own heritage sector - engage more enthusiastically with digitisation - encourage involvement with Europeana The result – more Network members - Stronger national aggregation Increase in content delivered PR campaign – putting money into a burst of activity and a big story But then the sustained work of the national co-ordinator is focused on the stakeholder targets, keeping u0p a steady flow of information to reinforce the messages.
reporting from the roadshows themselves Click to helmet
Check GLAMS understood
If we look at the CC0 campaign, that’s targeted at a very different group Policy makers, developers, people with IPR interest Put out the press release, which got: 2,100 views
Brussels event 10 May Europe Day & Council of Ministers meeting: Culture for Creativity: Recommendations for Change Vice President Kroes explores Europeana on an ipad; Ministers don 3D glasses for eCloud – 3D display of 14-18 UGC 200 leaders from the cultural heritage sector and 200 Ministers, policymakers, digital strategists Six Mininsters came to the platform to endorse Europeana as an engine of digital enterprise Each ministry chose a favourite item and wrote a blog for their Minister, used on our site and on Ministers. Shared by national co-ordinators back into their national media Austria’s Culture Minister with her choice, Caravaggio’s David with the Head of Goliath
Top ten contributors include Creative Commons and Guardian science so we are clearly getting to those interested in digital innovation Most retweeted tweets include Neelie Kroes (200+), Europeana (90+), Creative Commons (40+), and Guardian Science (40+) Europeana gained 60+ new followers in 24 hours and there were 163 mentions of @EuropeanaEU
Go back briefly to our core objectives - Create a sustainable level of advocacy for Europeana in every country 30 members of WP1 – ongoing promotion and awareness rainsing. Their PR campaign is one small element – a few weeks over the life of the project. Their commitment to the project is to keep up the momentum We work to develop their skills and enterprise Workshops for the national coordinators – Leuven, Berlin - brainstorming sessions, best-practice presentations, practitioners from international agencies. Regular information email, new templates and printed material They report quarterly on their activities, and they also complete the media monitoring template. They show great initiative in organising activities that raise awareness of Europeana – examples here Major one this year was Spain’s major public libraries congress where they ran a special Europeana Conference. Over 300 senior public librarians were involved in that event. All their work is details in the report that’s been submitted Annex 1 of the Report on Year one List of Project meetings List of dissemination activities