1. Goran Pavelin, PhD Ana Gusić, Graduate Student Sanja Tabori, Graduate Student University of Zadar Department of Tourism and Communication Science

2. Content 1. 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

3. Archival outreach Why do archives need to reach out? - to present their value to users, stakeholders and community - Archival materials are used for:  research  personal interest  profit  fun and education

4. Archival activities – Public programs Concerts Courses Video – presentations Film projections, ect. Lectures Exhibitions Publications Workshops Through public programmes, archives interact with users and various publics and create the institutional image

5. Relationship with Media Media act as mediators between archival institutions and public Public relations Cooperation with journalists, reporters, editors, other institutions, donors, ect. If archivists wish to attract new people into archives, media coverage is must

6. Types of media Print Newspaper Magazine Journal Online Archives websites Other organization’s website Blog Online newspaper Online magazine Broadcast Radio Television Social media

7. 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.

8. When should a press release be prepared? News of upcoming public events Reports of recent public events Reports of organizational changes that may be of interest to the general public Reports of awards, prizes, grants or publications connected with your cause Reports of hiring or promotions of staff members Announcements of recruiting volunteers Announcement of the start-up of your next season of activities, new acquisitions, fundraising ect.

9. Press release Informs reporters about archival news and activities Should tell all the information a reporter needs to write in an article Write 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 cover written by professional journalists

10. Guidelines for preparing a press release Lead Inverted pyramid style of writing WHO? WHAT? WHEN? WHERE? WHY? HOW?

11. Guidelines for preparing a press release WHO? – Who is involved, who is speaking, who is conducting the activity? WHAT? – Explain the event with brief description WHEN? – Complete name and data of the event WHERE? – Full name of the place with the directions or URL link WHY? – Explain why the event will interest public HOW? – Explain how it will be organized and conducted

12. Guidelines for preparing a press release Information Inverted pyramid style of writing Builds or tells your news

13. Guidelines for preparing a press release Inverted pyramid style of writing Least important information (full names and titles, phone numbers and e-mail adresses, mention additional materials) Contact information

14. Structure and form In the top left corner, type “For Immediate Release” Below type the date Contact 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

15. 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

16. Radio and Television Interviews Two types: pre-recorded and live Who is the audience? What is the topic? – 3 key messages What time will it go out? Where will the interview take place?

17. Press releases - examples https://siarchives.si.edu/sites/default/files/pdfs/20120326_Pres sRelease_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

18. 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 Zadar WHEN? – 15 February 2012 WHERE? – State Archive in Zadar WHY? – 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 Glagolitic HOW? – Lecture

19. 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)

20. 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)

21. Facebook Facebook is an online social networking service founded in February 2004 by Mark Zuckerberg 1.11 billion users (active March 2013) Facebook page is useful for reaching researchers, potential researches and donors.

22. 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?

23. What about Croatian State Archives on FB? Croatian state archives on Facebook

24. 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 Pazin State Archive in Osijek State Archive in Zagreb State Archive in Varaždin

25. Facebook pages Croatian State Archives vs. US National Archives

26. State Archive in Pazin

27. Last 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

28. Croatian State Archives central archival institution in the Republic of Croatia

29. 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

30. US National Archives 34 289 likes, 1 605 talking about this

31. US National Archives 1st ranked on Kate Theimer’s pick for Top 5 Archives’ Favebook pages regular updates on daily basis Photographs Posts – events, anniversaries, birthdays of important people https://www.facebook.com/usnationalarchives?fref=ts

32. Conclusion In 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

33. Conclusion Archives need to cooperate with the media, pointing to their own mission and goals, that is, what the archives do and what is their importance for society as a whole (is it only the preservation of records and / or their use).