Presenting a Handbook on PR with Tips&Tricks, made for OpenArch Partners, incl questionnaire and discussion by Magdalena Zielinska and Roeland Paardekooper, EXARC
Ensuring Technical Readiness For Copilot in Microsoft 365
PR and Communication Strategy - OpenArch Conference, Albersdorf 2013
1. Communication Strategy
Strategic Public Relations for
Archaeological Open-Air Museums
WP7- Communication and Dissemination
Magdalena A. Zielińska
EXARC
25 October 2013
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
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
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
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
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
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
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
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
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?
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
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
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
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.
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
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