archival institutions and relationship with media
DESCRIPTION
University of Zadar Department of Tourism and Communication Science. Archival Institutions and Relationship with Media. Goran Pavelin, PhD Ana Gusić, Graduate Student Sanja Tabori, Graduate Student. Content. Archival outreach Archival activities – Public Programs Relationship with Media - PowerPoint PPT PresentationTRANSCRIPT
Goran Pavelin, PhDAna Gusić, Graduate Student
Sanja Tabori, Graduate Student
University of Zadar
Department of Tourism and Communication
Science
Content1. Archival outreach
2. Archival activities – Public Programs
3. Relationship with Media
3.1. Types of Media
3.2. How to use media to send your message?
3.3. Press release
3.4. Radio and Television interviews
4. Social Media
4.1. Facebook
5. Conclusion
Archival outreachWhy do archives need to reach out? - to present their value to users, stakeholders
and community- Archival materials are used for:researchpersonal interest profit fun and education
Archival activities – Public programs
ConcertsCoursesVideo –
presentationsFilm projections,
ect.
LecturesExhibitionsPublicationsWorkshops
Through public programmes, archives interact with users and various publics and create the institutional image
Relationship with MediaMedia act as mediators between archival
institutions and publicPublic relationsCooperation with journalists, reporters,
editors, other institutions, donors, ect.If archivists wish to attract new people into
archives, media coverage is must
Types of mediaPrint
NewspaperMagazineJournal Online Archives websites Other organization’s website Blog Online newspaper Online magazineBroadcast Radio TelevisionSocial media
How to use media to send your message?Telling a story or communicating a point of
view to journalists and reporters requires certains skills, which archivist might or might not have.
When should a press release be prepared?
News of upcoming public eventsReports of recent public eventsReports of organizational changes that may be of
interest to the general publicReports of awards, prizes, grants or publications
connected with your causeReports of hiring or promotions of staff membersAnnouncements of recruiting volunteersAnnouncement of the start-up of your next season
of activities, new acquisitions, fundraising ect.
Press releaseInforms reporters about archival news and
activitiesShould tell all the information a reporter
needs to write in an articleWrite the press release as the news story you
would want to see written
Unlike a news story, press releases are not: always a high priority for media producers to
coverwritten by professional journalists
Guidelines for preparing a press releaseInverted pyramid style of writing
WHO?WHAT?WHEN?WHERE?WHY?HOW?
Guidelines for preparing a press release
WHO? – Who is involved, who is speaking, who is conducting the activity?WHAT? – Explain the event with brief descriptionWHEN? – Complete name and data of the eventWHERE? – Full name of the place with the
directions or URL linkWHY? – Explain why the event will interest
publicHOW? – Explain how it will be organized and
conducted
Guidelines for preparing a press releaseInverted pyramid style of writing
Builds or tells your news
Guidelines for preparing a press releaseInverted pyramid style of writing
Least important information(full names and titles, phone numbers and e-mail adresses, mention additional materials)
Contact informatio
n
Structure and form In the top left corner, type “For Immediate Release”Below type the dateContact Information: In the top right corner, type
names and phone numbers of contacts Type “###” at the end of your release (this is how journalists mark the end of a news copy)Type “MORE” at the end of page 1 if your release is
two pages, and put a contact phone number and short headline in the upper-right hand corner of subsequent pages
Print your release on your organization’s letterhead
How to distribute a press release?
Mailing lists - extensive mailing lists are the key to good media coverage
ALWAYS make follow up calls after you send the release
Target your reporters - Contact reporters who cover your issue, and reporters you have a relationship with
Radio and Television Interviews
Two types: pre-recorded and live
Who is the audience?What is the topic? – 3 key messagesWhat time will it go out?Where will the interview take place?
Press releases - examples
https://siarchives.si.edu/sites/default/files/pdfs/20120326_PressRelease_Wikipedian.pdf
SMITHSONIAN INSTITUTION ARCHIVES
http://www.nationalarchives.gov.uk/documents/press-release-reshaping-british-railways.pdf
THE NATIONAL ARCHIVES (UK)
STATE ARCHIVE IN ZADAR
http://www.ezadar.hr/clanak/glagolja-gradaskanja-veceras-u-drzavnom-arhivu-zadar
YOUR TASK IS......to write a press release!Event: WHO? - Dario Tikulin, head of the Glagolitic script club called “Hrvatsko slovo”WHAT? – Lecture “Glagoljska gradaškanja” about history of Glagolitic script in ZadarWHEN? – 15 February 2012WHERE? – State Archive in ZadarWHY? – To preserve from oblivion the old Croatian alphabet
and to present and offer the public a glimpse at the
many monuments and documents written in GlagoliticHOW? – Lecture
SOCIAL MEDIA
“Social media is a group of Internet-based applications that build on the ideological and technicological foundations of Web 2.0 and that allow the creation and exchange of user-generated content.” (Kaplan, Haenlein, 2010:
59)
SOCIAL MEDIA “In contrast, with static websites controlled by
companies that are not interacting with their audience, websites that are build on user-generated content are populated by text, photos, videos and other media that can come from anyone.” (Oostveen, 2011: 33)
FacebookFacebook is an online social networking
servicefounded in February 2004 by Mark
Zuckerberg1.11 billion users (active March 2013)
Facebook page is useful for reaching researchers, potential researches and donors.
What to know before setting up a Facebook page?1. Who is your intended audience?2. What type of content do you want to
provide? Just announcements, discussion threads, or something else?
3. How busy do you want your page to be? Minimal content or dynamic content that changes often?
4. Who will have control over posting content to the page?
What about Croatian State Archives on FB?Croatian state archives on Facebook
Search - key words: state archive (državni arhiv)
5 out of 19 State Archives in
Croatia have a Facebook page
Checked on 6 May 2013
Croatian State Archive (HDA)
State Archive in PazinState Archive in OsijekState Archive in ZagrebState Archive in Varaždin
Facebook pages
Croatian State Archives vs.
US National Archives
State Archive in Pazin
State Archive in PazinLast update on
22 April 2013 Low followers’
activity – few comments and likes
https://www.facebook.com/pages/Dr%C5%BEavni-arhiv-u-Pazinu-DAPA/154783864578164?fref=ts
Croatian State Archives central archival
institution in the Republic of Croatia
Croatian State Archives
Last update on 3 May 2013
Regular updates about events and activities
Low users respond
https://www.facebook.com/pages/Hrvatski-dr%C5%BEavni-arhiv HDA/124359250912928
US National Archives
34 289 likes, 1 605 talking about this
US National Archives
1st ranked on Kate Theimer’s pick for Top 5 Archives’ Favebook pages
regular updates on daily basis
PhotographsPosts – events,
anniversaries, birthdays of important peoplehttps://www.facebook.com/usnationalarchives?
fref=ts
ConclusionIn the era of globalization and technological
developments, archives cannot exist as isolated institutions, exclusively dedicated to the professional and research activities of a few people
The key role of archives, therefore, should be raising awareness and spreading knowledge about the importance of archives to cultural heritage, and the richness of archival material and its significance to society
ConclusionArchives need to cooperate with the media,pointing to their own mission and goals, that is,what the archives do and what is theirimportance for society as a whole (is it only thepreservation of records and / or their use).