how do we create, realize and evaluate museum media
TRANSCRIPT
How do we create, realize
and evaluate museum media
campaign and what is its
impact on visitors?impact on visitors?
Aleksandra Savic, curator
Natural History Museum Belgrade, Serbiawww.nhmbeo.rs
Natural History Museum, BelgradeNatural History Museum, Belgrade
Josif Pancic, the
botanist
Petar Pavlovic,
the geologist
Biology
Geology
Kalemegdan castle
Gallery at the Kalemegdan castle
European Heritage Days
European Bat Night
Belgrade Museum Night
Fairs
Skeletons alive
Workshops
Dinosaurs of ArgentinaDinosaurs of Argentina
20092009 // 2010.2010.
CSR: children with disabilities
Mission:
�Heritage protection
�Science, culture�Science, culture
�Education
�Visitors
�CSR
PR and Marketing Section – Serbian Museum Association
Public Relations Society of Serbia
PR in Serbian Museums 2009.
67%
50%
60%
70%
33%
0%
10%
20%
30%
40%
50%Have PR department
Don`t have PRdepartment
PR
management function
cooperationcooperation
acceptance
promoting only a quality
Media relations
Analyses Planning Realization Evaluation
Analyses
of media situation
�SWOT
�Media turbulences
�Culture vs. reality shows, politics and attractions
�At least: not so bad score�At least: not so bad score96%
4%
74%
26%
0%10%20%30%40%50%60%70%80%90%
100%
Information Mediarelationship
SatisfiedNot satisfied
Analyses of media relations 2009.
Planning the media relations
�“Invisible, but necessary job “, flexible situation
�Human resources, budget, timing…
�Segmentation of public (children, adults), different campaigns
�Goals: informative – to inform and stay in �Goals: informative – to inform and stay in conscience, motivational – achieve motivation to visit museum, educational - to educate the visitors, quality of spending time.
�Strategy: a main framework concept
�NHM strategy: building an image of museum as a modern, open institution with a long tradition
Realization of campaign� “Visible work”: need more time and engagement
� Media plan: what kind of media, how to reach them?
� Define tactics: written, oral and visual
�Written: press release, invitation, bulletin, leaflet, poster, annual journal, flyer, brochure, catalogue…leaflet, poster, annual journal, flyer, brochure, catalogue…
�Oral: press conferences, appearances at radio and television programs, public speeches, cocktail parties for journalists, talks, interviews…
�Visual: video releases,visual material, photographs, slides, film, video presentations
�Web site: written form, photographs, animation, film, sound, design
Press release
�Date and place
�Title
�Introduction�Introduction
�Basic information
�Additional information
�Contact person
Written tactics
Oral / visual tactics
Press conference 2009.
Press day
Media address book
Evaluation
�Number of press clippings (Media production)
�Published photographs
�Length of TV and radio reports
Media coverage of the auditory�Media coverage of the auditory
�Media impressions (Opportunity to See)
�Rating of TV and radio shows
�Presence on the electronic portals
�Positive image
Media production
Media documentation:web
clipping system
Annual media reports
NHM Museum Media Production
2008-2010.
447
668
400
500
600
700
2008329
0
100
200
300
400
2008 2009 2010
200820092010
NHM Audience 2008-2010.
192211
120000140000160000180000200000
32860 28562
020000400006000080000
100000120000
2008Usualvisits
2009Dinosaurs
2010Usualvisits
Audience
Advertising value
1 cm = 100 euros
15 cm = 1500 euros
But, not in the museum!
Conclusion
�Continuous proactive media relations
�Some exhibitions are more interesting for media
�Media covers exhibition, but where are visitors? Motivation of visitors…
�Great commercial value, as PR activity
�Without advertising, just PR
Belgrade - 21st century
AUDIENCE
