Diapositiva 1

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SCIENCE CENTRE OWERRI NIGERIA SCIENCE
FESTIVAL TRAINING COURSE
COMMUNICATION AND PROMOTION Carlo
Guardascione Image and Communication Manager

• COMMUNICATION -
  Carlo Guardascione, Image and
  Communication Manager

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• We will discuss the theme of meta communication
  or communicating the communication.
• We can say that the aim of this conversation is
• to outline the design of the communication of an
  event in this case, a scientific event.

• COMMUNICATION
  Carlo Guardascione, Image and Communication
  Manager

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In a scientific event the Communication, isnt
only the process of transmission of information.
The main value of communication is the power to
create images and symbols to generate great
emotions and suggestions !!!
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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COMMUNICATE AN EVENT
In the realization of an event, the Communication
plays a strategic role rather than merely
organizational. Working on it since the outset
of the design becomes an essential prerequisite
for the success of the event itself. Talking
about something gives legitimacy to that thing.
Do not communicate an event is like dont do it
!!!
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE CHOICE OF THE THEME

• The choice of theme strongly
• influences the system of
• Communication in all its
• aspects
• Concept
• Communication tools
• Creativity
• Media planning

- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE CHOICE OF DATE AND DURATION
The choice of date and duration of the event
might seem at first sight a matter of little
account. On the contrary it plays a key role in
the success of the event. A look at the calendar
is very important to keep in mind religious as
well as national holidays in order to meet the
events and host more public.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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DEFINING THE COMMUNICATION STRATEGY
Approximately 3 months before the event, when the
theme and the guidelines of the exhibitions and
events have been already defined, the work of
the Communication Department begins, in close
synergy with the Marketing Department and the
Scientific Committee, which should have already
defined and developed, at least for the most
part, the contents.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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TARGET AUDIENCE
THE TARGET OF COMMUNICATION
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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TARGET AUDIENCE
The level of the "target audience" of the
event may vary each year, while the events
educational value is always the same. For this
reason its priority public is the "segment
school." The identification of "target
audience is very important because from it
depends the choice of "media strategy" and, in
the same way the creation and formulation of the
message influences the "media planning" this
kind of working in parallel is crucial because
if it is true that the medium we choose will
influence the message, it is equally true
that the message can drive the medium we choose.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE TARGET OF COMMUNICATION
The main target remains the world of
education. But other targets can add - from year
to year - which may found in the festival
elements that satisfy their cultural curiosity,
Or that decide to have an "intelligent use" of
their free time. Very important in defining the
target, is the choice made before about the
date and duration of the event. Date and
duration heavily influence collateral
targets, and sometimes also the main target.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE MESSAGE OF COMMUNICATION
We can conclude that one type of message is not
enough, but we must decline the message itself
according to the different targets identified,
and declination of the message means the
highlight of the educational aspects of the
event, rather than those playful.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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MEDIA PLANNING
Having established the message or messages
to be transmitted as well as the target to
which transmit it or them, we must choose the
media by optimizing the use of communication
budget. The media shown over the years to be
more in line with the objectives of communication
were the billboards, dynamic advertising, radio,
press. Sometimes the local nature of the event
may limit the communication to a urban,
provincial and, for some media, regional level.

- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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COMMUNICATION STRATEGY
Classic Advertising
The communication strategy must be explored,
studied and defined, according to the budget
allocated to the event. Then it becomes
necessary choosing the communication tools to be
used
Other than Classic Advertising
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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TOOLS OF COMMUNICATION CLASSIC ADVERTISING
Billboards
Posters
Flyers
Depliants
Radio Spots
Tv Spots
Cinema Spots
Web advertising
Dinamic advertising
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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TOOLS OF COMMUNICATION OTHER THAN CLASSIC
PRESS OFFICE
DIRECT RESPONSE
PARTICIPATION IN TRADE SHOW
P.R. PUBLIC RELATIONS
OPENING CERIMONY
PRESS CONFERENCE AND OTHER EVENTS
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Other than classic advertising
THE PRESS OFFICE
The work of the Press Office has a primary role
in determining the success of the event for two
reasons. The first one consists in having
estimated that the potential audience is
a cultured audience, that reads at least one
newspaper a day, and follows cultural programmes
on television in addition to news broadcasts.
The second reason is more strictly economic, and
depends from the supposed limited budget
available, which does not allow a massive
advertising pressure.The activities for the
launch of the event start 3 months before with a
screening of national press. Then the work
consists in contacting individual editors in
order to carry out services, articles, reportage.
During these three months the press office works
towards national and local newspapers, and also
to the national and local televisions public and
private.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE DIRECT RESPONSE
The main target of the event (the school) is
reached with the techniques of "direct response".
With this target there is a different
communication channel That is preferential and
direct mailing monthly electronic newsletter,
posting a paper catalogue of activities
finally, a massive telemarketing campaign urges
further the target to book tours of the event.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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PARTICIPATION IN TRADE SHOWS
The communication can also take place at fairs.
Participation in events that have theme or
target much in line with the event allows an
effective and "low cost spreading of the
message.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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P.R. PUBLIC RELATIONS
Creating a deep System of Relations represents
an essential step to be realized since the early
moments of the project of each edition Firstly
it is important to contact the world of
stakeholders related to the subject of the event
starts. The entrepreneurial companies (local,
national or multinational) also represent ideals
partners to be informed with great advance,
invited to collaborate actively in the event,
solicited to sponsor it, being careful that the
sponsorship may not necessarily be economic but
more often "product / service oriented". Another
environment which it is important to establish or
sustain further relations with is the world of
school, that is the main target of event like
this. Teachers are continuously informed on the
progress of work feeding in them the "sense of
belonging to a community and often accepting
recommendations and suggestions. Note the
organizers must have a data base with all the
teachers contacts (e-mail, address )
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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OPENING CERIMONY
The opening ceremony of the event needs
particularly care, as from it depends much of
the success of the event. It urges, by sending
personal contacts and invitations, the
participation of a panel of institutional and /
or scientific speakers, a significant political
parterre and an audience made up largely of the
so-called "civil society" and, last but not
least, from the world of school and church.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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PRESS CONFERENCE AND OTHER EVENTS
In order to held the media attention it is
important to organize a wide Press Conference
and a series of workshops, meetings and thematic
seminars.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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CASE HISTORY
FUTURO REMOTO 2005 - DINOSAURS Lets analyse
strategy, key stages, modalities, procedures that
were adopted to communicate Futuro Remoto 2005
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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The Choice of Theme
The internal debate on the choice of the theme
has seen involved Presidency, General Direction,
Communication Department, Marketing Department,
the Scientific Committee, and led to the decision
to choose a theme of "easy" cross-interest,
which could attract through beautiful
exhibitions and a well-targeted communication
a wide public
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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The Choice of Date and Duration
It was agreed that the choice of a theme of
"easy" cross-interest, so as the Dinosaurs,
would have been the perfect occasion to reach, in
addition to "families", the potential audience
of tourists who have visited Naples in the long
run that went from Friday October 28th to
Sunday November 6th, or another equally long
period that ranged from Friday 2nd to Sunday
December 11th . In both periods Naples would be
expected to become tourist destination. Also on
Saturday October 29th would fall even La Notte
Bianca, a special city event that that was
supposed to attract in Naples thousands of
tourists.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Communication Strategy
Approximately three months first began the
work of Communication Department that, in close
synergy with the Marketing Department and the
Scientific Committee, has already mapped out the
guidelines for the communication of the event,
as well as the areas and most useful tools
identified in the classic advertising, direct
response, participation in fairs or events, the
press office, external relations.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Target Communication
The target Future Remote 2005 was
identified immediately in the school in its
double aspect of "world of teachers" and "world
of students. The other target was the world of
families.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Message of Communication definition and
declination
The message that will be transmitted to
communicate Futuro Remoto 2005 could not be
unique, but it must be declined according to the
media used. The billboards in all shapes
(poster 6x3, 4x3 poster, 100x140 posters,
playbills) have reported the institutional
visual and head-line, as they are the most
undifferentiated medium. Concerning the spots
transmitted in the circuit bus it was achieved a
30 seconds spot made in computer graphics.
Concerning the radio a spot was conceived used
the word "straorDINOsauri", which had great grip
on the public and was also catchy.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Media Planning
The media chosen were
BILLBOARDS
DYNAMIC ADVERTISING
RADIO
DAILY PRESS
MONTHLY PRESS
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Billboards
The billboards planning has covered the city and
province of Naples, and the provincial capitals
of Campania region. The formats chosen were the
6x3 and 4x3 bright.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Dinamic Advertising
Thanks to a sponsorship agreement with ANM (the
society charged of public transportation) were
positioned 3.500 doubleface structures inside
the bus whose route formed the main lines of
urban cities, from November 7th to 27th .It was
planned, furthermore, that the circuit "bus spot
should have been composed of 200 buses. Each bus
circuit is equipped with a monitor on which flow
news, movies and commercials spots.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Radio

• spots of thirty seconds were planned to be
• transmitted everyday starting from
• 7th to 27th of November, for a total of 200
  spots.
• It was also signed a sponsorship agreement
• which provided for 4 direct radio
• of 20 minutes each, on the occasion of
• the conference of Piero Angela
• and of the Friday events in exchange
• for the logo radio on materials printed
• for the event.

CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Daily Press
The presence on the local daily press is
necessary to reach a target level higher than
that reached by the billboards, dynamic
advertising and the radio, to affirm its own
institutional presence" not only to the
families and wide public. In particular was
chosen a single format that was the half-page,
coloured where possible, which gives a good
evidence to the message.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Monthly Press
On the monthly local press was planned a 4-page
insert on la Voce della Campania in November
and a 2 pages on Den both releases were
planned in November. Concerning the national
press, however, it was planned the inclusion of
a cardboard page on the magazine Quark.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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communication tools "other than classic"
EXTERNAL RELATIONS
The "external relations" triggered by
Communications have identified the worldwide
scientific community as the first of the
interlocutors who could act as "sounding board"
of the event Other strategic partner to give
the event great weight and institutional prestige
the world of institutions. They were then
requested and obtained Sponsors by the Senate of
the Republic, by the Chamber of Deputies, by the
Presidency of the Council of Ministers by the
Ministry of Labour and Social Policies, the
Ministry of Agriculture and Forestry, the
Ministry of Industry, the Ministry for
Innovation and Technology, the Province of
Naples, by the city of Naples, by the University
of Naples "L'Orientale", dall'INAF-Capodimonte
Astronomical Observatory, as well as the High
Patronage of the President of the Republic .
Since July some active collaboration with the
Ministry of Education and Research, have been
activated, there were then identified, in
agreement with the Scientific Committee other
possible partners for the event, which have
accepted its invitation to them to be present at
Futuro Remoto - with procedures defined
individually with each of them. The world of
school teachers which, as we have said, is the
main target of Futuro Remoto was monthly
informed on the progress of work on design and
implementation of the event, feeding them "
sense of belonging to a community ".
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Press office
The work of the press office has always played,
including the edition 2005 of Futuro Remoto, a
role of strategic importance for its success,
producing 58 articles in 33 newspapers, 3
reports on television channels Rai, 6 reports
television on Rai3 (tg3 Campania, il Settimanale
, Neapolis), 32 reports on local TV, 5 exits on
satellite TV, 7 exits on RadioRai, 11 interviews
on private radio stations.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Direct Response
It concerned above all the main target the
school. It included a monthly electronic
newsletter until November. Furthermore this
target has been informed and solicited through a
rich catalogue, sent in September by the post
office, in which all the activities that would
take place at City of Science in the 2005-2006
school year were described, with particular
attention to the event Futuro Remoto 2005. From
November 7th an intense telemarketing campaign
to schools began.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Promotion
With the company Ikea was established a
partnership. The agreement was that from
November 7th to 27th, at the major commercial
centre was realized an exhibition space that
anticipated, with short films and structures,
the Futuro Remoto 2005s theme dinosaurs.
Ikeas visitors who took a coupon at this stand
would have enjoyed an economic privilege, paying
the entry of an adult and a child 7 euros
instead of 12. With the library Feltrinelli was
adopted the same policy of promotion. With the
chain McDonald to the same trade promotion
agreement was also added the offer of a free
sandwich by the multinational. In the latter
two cases there wasnt a space reserved.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Partecipation in fairs and trade show
Futuro Remoto 2005 was presented - with the
same exhibition space which would have then gone
to Ikea, but without the discount coupons at
the National Convention "3 days for the school",
organised from 6th to 8th October by the City of
Science and which was attended by about 5,000
teachers from all over Italy - at the Barter
Fair held at the Mostra dOltremare from October
29th to November 1st.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Depliants
10,000 brochures of 16 color pages in the 10x21
format were produced and sent to the world of
stakeholders and to the world of institutions
related to the theme.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Flyers
Flyers were chosen to disseminate knowledge of
Futuro Remoto to the public of families
retaining the same concept and tone
communication, as well as the same image
campaign. 200,000 flyers in the format 10x21
were produced and distributed in the biggest
shopping centers in Naples and its province, in
cinemas, theatres but also in the city, as well
as in major Bookstores.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Main conferences and other events
In order to held media attention on Futuro
Remoto, and to involve stakeholders interest to
Città della Scienza, a series of conferences,
workshops, meetings and thematic seminars were
organized, such as the important conference of
Piero Angela which saw the participation of
about 1,000 people, and the meeting with the
Director of the Vatican Father Jacques Arnoud,
or lectio magistralis the Director of the Royal
Tyrell Museum of Paleontology in Canada Philip
Curie,
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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opening cerimony
5,000 invitations were printed an sent using the
institutional database owned by Città della
Scienza, chosen according to the concept of
category (institutional, political, scientific,
economic, arts) and the concept of
"proximity.It was selected a different formula
than earlier editions , which included a series
of participation and little speeches of
personalities from the institutional and
scientific world on the subject of the event.
Futuro Remoto 2005 was suppose to be more
informal no conference, no table of the
speakers, no signal of formality, but rather a
podium to which personalities quickly alternated
The whole ceremony lasted about 25 minutes. The
inauguration, as we have already mentioned, has
played a major role key in the successof Futuro
Remoto 2005, both from the standpoint of
reputation of the Città della Scienza - as
opening at the presence of important
personalities and stakeholders has proved very
useful because the company has generated
consensus and fostering awareness of the prestige
and Corporate Image - and the out marketing
because it has generated a mouth favourable
towards the event.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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In conclusion, the concrete results produced by
the strategy expressed by the Communication
Department of Città della Scienza were Futuro
Remoto has been visited in 12 days, by 50,358
visitors, that is an average of 4.196,5 visitors
per day, But it is clear that the work of the
Communication Department for Futuro Remoto 2005
has not only exhausted with this very
interesting and satisfactory turnout . It was
also important because this success has
consolidated a reputation that the entire system
Città della Scienza "had slightly lost during
the troubled history of organizational management
two years earlier.
CASE HISTORY
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Thank you for your attention! Good work !
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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SCIENCE CENTRE OWERRI NIGERIA SCIENCE
FESTIVAL TRAINING COURSE
COMMUNICATION AND PROMOTION Carlo
Guardascione Image and Communication Manager
THE PRESS RELEASE
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE PRESS RELEASE
5 W
NEWS, FIRSTLY
THE STRUCTURE OF THE TEXT
A B C OF THE PRESS AGENT
THE FORM OF RELEASE
SELLING NEWS
TIMELINESS
DISTRIBUTION
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Who did what, where did he/she do it, when and
why. Everything in the first lines. We must
stay on the facts. Just after we told the facts
we can analyze, interpret, and comment. And if
this rule is valid for journalists who write
articles, it is much more valid for who apply to
journalists the press officer, the person who
- mainly, or between one hundred other works -
writes press releases.
the 5 W The news! Immediately the news!
WHO
WHAT
WHY
WHERE
WHEN
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE NEWS, FIRST !
Putting the news first is strictly based on a
technique that want a bare and essential prose,
free from any twisting of form, if possible
without adjectives periods of pure information,
without interpretations, positions, judgements
on the merits slim and essential texts, which
soon come to the point and that open in a
captivating way.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Everything must be summed up in 15-20 lines.
It is remarkable, but many press releases
that reach the tables of editors (mails or fax or
even worse by e-mail hidden in an attachment) are
composed of more than 5-6 pages, perhaps with
the fact really interesting put almost at the
end, on page 4, by chance.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE STRUCTURE OF THE TEXT
The typical syntax of a journalistic agency
is subject, verb, object, time and place
complements and then the other complements. The
task of the subeditor is to interpret, comment,
and also use a more "round form". One of the
most frequent mistakes you can commit sending
press releases to journalists and punctually
revived, as errors in articles published, is to
put all essential information in the title (date,
place and theme of an event) and not bring them
in the opening the journalist, who besides
always being in a hurry, he is sometimes a
little too 'distracted, he takes the press
release and cuts the 15 lines of the head, puts
all the verbs in the past ( "took place," instead
of "will take place") and publishes it. Maybe
on the newspaper our event will appear on a
column, perhaps with a beautiful picture, and
nobody knows where that event will take place and
when. Attention, precision, prudence, attention
to detail and care in control, are therefore
required to minimise the risk of damage.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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A B C OF PRESS OFFICER
A golden rule for the press officer is contained
in the well-known abbreviation A B C, which is
equivalent to
Accuracy be sure of what he writes check the
information from official source, check the
figures, data, and avoid errors of grammar and
syntax.
Brevity as well as shortnessFocusing press
release in fewer words, abolishing unnecessary
adjectives and adverbs and any other type of
involution of form.
Clarity use the same language of the reader,
which is the journalist, who in turn will speak
that of its readers helping him means improve
our result. You must express an idea in every
period, a full concept in every sentence
linear and rhythmic sentences of subjects,
verbs and objects.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE FORM OF THE PRESS RELEASE
The journalist habitually uses a technique of
fast reading he reads as a kind of mental
scanner. We must use a graphic form and face
out the news all titles should be written in
caps securities, the summaries in italics, the
keywords of the text in bold types.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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SELLING NEWS
There are reports that may be of interest for
their many aspects, in various sections of a
newspaper. Some numbers, statistics, the
percentage of comparison will therefore offered
to economic journalist some trend remarks to
costume journalists, a particular stimulus of
curiosity to who writes about current affairs,
something more cultural to who is interested in
culture. Too much? There is no time to write so
many different releases on the same news? Then
we give everyone the opportunity to deepen the
theme that they need. We build the text, concise,
complete, and then we attach deepening notes,
divided by theme, that the subeditor will select
according to its readers. And anyway, we
reflect how many journalists must receive the
notice? Thirty? Fifty? One hundred? It is always
of numbers that allow a personal touch. Maybe we
can send them only with a signed ticket, an
e-mail or a phone call that anticipates the
sending of the release, thus encouraging the
welcome and preparing interest.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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TIMELINESS
There are some cases where many of the rules
described above can jump, but is not the case of
a festival, which plans everything.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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DISTRIBUTION
The old and healthy rules do not apply anymore.
With the web network everything changes and the
press release are now sent by e-mail. Says Steve
Outing of Editor Publisher, online journalism
guru "what is the most widely used feature of
the Internet? e-mail. And the less used?
e-mail." Electronic mail is a technology simple
and lightweight. Delivering e-mail news of our
company in the mailbox of the journalist is very
easy. But beware a bad use passes unnoticed or
causes nuisance. When our journalist opens the
e-mail lets make him finding all essential
information in the first screen besides the
press release visible on the video write, top
left, the credit company and our name (that
information which usually Keeping on paper at the
bottom). We dont have to send him an attachment
that he has no time to open or he fails to open
such as photographs difficult to download, or a
long list of Internet addresses. If we put
ourselves from his point of view we have many
chances of being noticed. Above all try to make
him curious e-mail must have a clear purpose
and not generic. The text must be brief, maximum
two screens. For more details you can send him
the link to the page URL deepening on your site
and if you want even the URL of the home page.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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Thank you for your attention! Good work !
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
57
SCIENCE CENTRE OWERRI NIGERIA SCIENCE
FESTIVAL TRAINING COURSE
COMMUNICATION AND PROMOTION Carlo
Guardascione Image and Communication Manager
THE PLAN FOR ONLINE COMMUNICATION OF AN EVENT
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE PLAN FOR ONLINE COMMUNICATION OF AN
EVENT
Here it is an example of online communication
press plan of an event. This is just an
example, where timing and methods are correct.
So that you can use this scheme to any one of
your event organized.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
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THE TIME REQUIRED FOR A GOOD VISIBILITY
For a good visibility is important that the
communication plan lasts at least three months.
During this time, in fact, we have the
possibility to include more Press releases that
will strengthen each other and help to create a
big mass of content. Three months of press
communications also provide a good chance for
increasing visits to the festival thanks to a
promotional effect of the event itself. In
general, I think that put a couple of releases
one or two weeks before the event is only time
lost. You will not get any effect, just few
hours of work lost.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
60
03
FREQUENCY OF REPORTED
In order to have balanced cost, it should be
avoided the continuous inserting of new press
releases. While the inclusion of a few press
releases in three months does not provide much
visibility I believe that the right frequency
may be a press release issued every two weeks or
so. You get a steady stream of visits (even if
minimal), but above all it means that the name /
logo is always visible during the period of the
project. Even in terms of branding, a brand name
or an event that lasts less than three months is
unable to generate the number of impression
necessary to be actually considered part of
history.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
61
04
POSSIBLE THEMES TO BE COMMUNICATED
Since in three months there will be at least 6
press releases, but perhaps even more, we should
consider from the beginning that not all
information should be widespread together in
order to have more news to issue a little at a
time. Here is an example. the first press
release informs about the new event that is
coming, so as to create an expectation The
second release is the official programme, where
there are all the logistics information and
how to participate the third and fourth press
releases indicate the presence of the sponsor
and important testimonials The fifth press
release indicates that in the event there will be
an important moment that hasnt been
presented yet (a round table, a game,
refreshments, an interview, etc.)..
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
62
05
BASIC ELEMENTS OF PRESS RELEASE
Each press release must contain the following
elements in order to achieve its purpose
Name of the company
Name/title of event
Date of event
Brief description of the event
Location or city of the event
These elements, repeated in every press
release, contribute to create a piece of history
of the brand and attain the aim. Each release
should always contain a reference to the web
deepening page on the website. In the division
between title, subhead and body or text of the
press release, it is important that name of the
company, date of the event and location are
always well distributed, possibly with at least
one repetition and with an obligatory presence
in the body.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
63
06
EFFECTS OBTAINED
The effects that will result are the following
For three months we will have online contents
where the name of the company, the name and
date of the event will be visible
As viral effects, press releases will generate
others, always on-line, thus producing a large
number of documents
Some journalists, reading the press
communications circuits, can put information
concerning the event on the newspapers or
magazines where they work
Bloggers and opinion leaders could include
information on their sites and blogs
The Link Popularity obtained can have positive
effects (we cannot say how important they are
before the event) in relation to the positioning
of the company website on the search engines.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
64
05
Final Controls

• Before closing the project, event concluded, it
  is appropriate to make some
• checks, to become aware of what has been
  produced.
• Looking for the name of the event, we will
  verify the total number of press
• releases and those who are self-replicate or have
  been
• copied / transferred to other systems (usually
  much more than
• those of departure).
• You should check how many links the site has
• received from outside.
• You should check how many and which articles
• have been written about by external.
• Finally you should check if during
• the search of the date appears the event on the
  first pages on engines.

- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
65
07
Conclusion The stages of online press
communication plan are simple. Once acquired the
method, we can (and always would be convenient
to do so) operate the same way communication on
every salient events of the company.
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager
66
08
Thank you for your attention! Good work !
- COMMUNICATION -
Carlo Guardascione, Image and
Communication Manager