Media Coverage Analysis

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Media Coverage Analysis
SUSTAINABLE ENERGY GOES MAINSTREAM Where EU
energy projects meet the media

• G.V. Fracastoro, R. Mussi
• Department of Energetics
• Politecnico di Torino

Roberto Mussi Residence Palace, Brussels 10th
February 2009
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Main results

• Analysis of sustainable energy topics in a survey
  group of European newspapers and magazines
• Classification and data base of 100 articles
  according to topic (solar, wind,) and typology
  (editorial, scientific report, interview,)
• List of Strengths and Weaknesses in the way of
  presenting energy issues by mainstream and
  specialized media

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100 articles

• 4 Languages
• 6 EU countries USA (see next slide)
• 28 magazine/newspapers
• 12 regularly monitored (mainly specialized)
• 16 single articles (mainly mainstream)

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• UK
• The Engineer
• ReFocus
• Energy world

• GERMANY
• Photon
• Sun and Wind Energy

• FRANCE
• Energie Plus
• Revue de lenergie

• ITALY
• Energia, Ambiente ed Innovazione
• Gestione Energia
• Ilsoleatrecentosessantagradi
• Progetto Energia

• SPAIN
• Energias renovables

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(No Transcript)
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First level topics
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MCA Outcomes
WHAT A MACHINE DOES VS. HOW A MACHINE WORKS Dont try to condense in a few lines how a machine works if you are not familiar with its technology. It is more effective to say what it does and present in separate boxes technical descriptions, or references to internet sites.
IDEOLOGICAL VS. PRAGMATIC Dont analyse RES topics with prejudice. No need to be a negationist nor an environmental fundamentalist. Each technology has its advantages or drawbacks which depend on the context and should be clearly mentioned.
SUSTAINABLE ENERGY VS. HIDDEN ADS Dont use articles about RES and sustainability to advertise a company, nor fall in the trap of politicians who just want to use them for gaining political consensus from electors.
SPECIAL CORRESPONDENT VS. FROM THE DESK Almost always, on the field project descriptions or personal interviews of those partaking in the project lead to an interesting article, while an article written from the journalist news-desk may soon become boring and trivial. Go and see!
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SUSTAINABLE ENERGY GOES MAINSTREAM Where EU
energy projects meet the media
How the sustainable energy projects can be best
promoted to the media
Rodolfo Perez Saracibar Residence Palace,
Brussels 10th February 2009
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Tips for an effective communication

• Define your message
• Identify information that could be interesting
  to the media
• Present the results of your project and show
  practical applications in daily life
• Give concrete examples and be as clear as
  possible
• Connect your message to the news agenda
• Target the audience
• Disseminate your message using a press release
• Put the most information first and find a
  catchy tittle
• Build good relations with the media
• Evaluate the results of your communication
  strategy