[INSERT ORGANISATION NAME] Media Evaluation Report European HIV Testing Week 2014 [INSERT COUNTRY]
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Transcript of [INSERT ORGANISATION NAME] Media Evaluation Report European HIV Testing Week 2014 [INSERT COUNTRY]
[INSERT ORGANISATION NAME] Media Evaluation Report
European HIV Testing Week 2014
[INSERT COUNTRY]
www.hivtestingweek.euwww.hiveurope.eu
ContentsSection Slide
number
Introduction and report aim 3
Coverage overview 4
Key headlines 5
Key Tweets 6
Detailed media coverage overview• Media type• Target audience• Key media messages• Tone of coverage• Spokesperson use
7
Conclusion and recommendations 14
www.hivtestingweek.euwww.hiveurope.eu
Introduction and report aim
• INTRODUCTION• On [INSERT DATE], [INSERT ORGANISATION NAME]
announced its participation in European HIV Testing Week 2014 to raise awareness of the importance of HIV testing in [INSERT COUNTRY]
• REPORT AIM • This report provides an in-depth analysis of the
coverage, which emerged as a result of targeted outreach to [INSERT MEDIA TYPE e.g. NATIONAL MEDIA/ GAY MEDIA]
INSERT ADDITIONAL INFORMATION ABOUT TESTING WEEK ACTIVITIES CARRIED OUT BY YOUR ORGANISATION
www.hivtestingweek.euwww.hiveurope.eu
Coverage overview
x[INSERT NUMBER]Audience reach generated from media coverage
[INSERT PERCENTAGE]Articles included at least one spokesperson quote
[INSERT NUMBER] Audience reach generated from Twitter
INSERT FIGURES ABOVE WHERE ABLE AND DELETE ANY ITEM THAT IS NOT RELEVANT TO YOUR CAMPAIGN
Articles in print
x[INSERT NUMBER]
x[INSERT NUMBER]
Radio broadcasts
x[INSERT NUMBER]
Online articles
x[INSERT NUMBER]
Television broadcasts
Total pieces of coverage including…
x[INSERT NUMBER]
www.hivtestingweek.euwww.hiveurope.eu
INSERT PUBLICATION LOGO/TITLE FOLLOWED BY HEADLINE – EXAMPLE BELOW
Key headlines
www.hivtestingweek.euwww.hiveurope.eu
INSERT IMAGE OF KEY TWEETS REPORTING YOUR ACTIVITIES – EXAMPLE BELOW
Key Tweets
Detailed media coverage overview
PLEASE NOTE ALL GRAPHS HAVE BEEN DEVELOPED FOR ILLUSTRATIVE PURPOSES ONLY. PLEASE INSERT DATA FROM YOUR ORGANISATION’S MEDIA MONITORING SPREADSHEET
www.hivtestingweek.euwww.hiveurope.eu
• Media outreach was conducted to [INSERT MEDIA TYPE], resulting in a total of [INSERT TOTAL] articles
• The majority of articles were published in [INSERT MEDIA TYPE] publications
Coverage by type
0 1 2 3 4 5
Coverage By Media Type*
Broadcast (TV/Radio)
Print: Regional
Print: National
Online
No. of articles
Media type
www.hivtestingweek.euwww.hiveurope.eu
• The majority of coverage reached [INSERT AUDIENCE] • [INSERT PERCENTAGE] of coverage also reached [INSERT AUDIENCE]
Target audience
0
1
2
3
4
5
6Target Audience Reached
Number of articles
Num
ber
of a
rtic
les
www.hivtestingweek.euwww.hiveurope.eu
• [INSERT NUMBER] key messages were communicated through [INSERT ORGANISATION]’s campaign
KM1. 30-50% of the 2.3 million people living with HIV in Europe are unaware that they are HIV positive
KM2. 50% of those who are tested positive are diagnosed late, delaying access to treatment
KM3. When people are diagnosed with HIV late they are less likely to respond well to treatment and more likely to suffer with health complications
KM4. Self-stigma associated with HIV, reinforced by societal stigma, can prevent people from getting tested
CHOOSE FOUR OR MORE KEY MESSAGES THAT YOU WOULD WANT INCLUDED IN ANY COVERAGE AHEAD OF YOUR CAMPAIGN
Key media messages
FOUR EXAMPLES GIVEN BELOW
www.hivtestingweek.euwww.hiveurope.eu
KM1 KM2 KM3 KM40
1
2
3
4
5
6
7
Key Message Penetration
Se-ries1
Key messages
No.
of a
rtic
les
• [INSERT PERCENTAGE] of the coverage included two or more key messages
INSERT CHART TO SHOW HOW OFTEN THE KEY MESSAGES WERE INCLUDED IN ANY COVERAGE – EXAMPLE BELOW
Key media penetration
www.hivtestingweek.euwww.hiveurope.eu
• [INSERT PERCENTAGE] of coverage was either positive or neutral in tone
• Notably, [INSERT PERCENTAGE] of coverage was negative in tone
• [INSERT ANY ADDITIONAL COMMENTS ON TONE AND ANALYSIS]
HIV Testing Week Coverage
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Tone of Coverage
Positive
Neutral
Negative
Tone of Coverage
www.hivtestingweek.euwww.hiveurope.eu
• [INSERT PERCENTAGE] of coverage included a spokesperson quote
Spokesperson use
50%
20%
15%
15%
Spokesperson Use In Coverage
Spokesperson 1
Spokesperson 2
Other
None
Conclusion and recommendations
www.hivtestingweek.euwww.hiveurope.eu
• [INSERT NUMBER] articles discussed [INSERT ORGANISATON NAME] campaign for HIV Testing Week in [COUNTRY]
• [COMMENT ON WHAT WORKED WELL IN YOUR CAMPAIGN]
• [COMMENT ON WHAT YOU WOULD DO DIFFERENTLY IN THE FUTURE/ WHAT WOULD HAVE BEEN HELPFUL]
Conclusion and recommendations