www.testingweek.eu www.hiveurope.eu • [INSERT ORGANISATION NAME] Media Evaluation Report European HIV-Hepatitis Testing Week 2015 [INSERT COUNTRY]
www.testingweek.euwww.hiveurope.eu
• [INSERT ORGANISATION NAME] Media Evaluation Report
European HIV-Hepatitis Testing Week 2015
[INSERT COUNTRY]
www.testingweek.euwww.hiveurope.eu
Contents
Section 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
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Introduction and aim
INTRODUCTION• On [INSERT DATE], [INSERT ORGANISATION NAME]
announced its participation in European HIV-Hepatitis Testing Week 2015 to raise awareness of the importance of HIV and/or hepatitis 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.testingweek.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 and [INSERT NUMBER] generated from Facebook
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]
INSERT FIGURES ABOVE WHERE ABLE AND DELETE ANY ITEM THAT IS NOT RELEVANT TO
YOUR CAMPAIGN.
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Key headlines
INSERT PUBLICATION LOGO/TITLE FOLLOWED BY HEADLINE – EXAMPLE BELOW
www.testingweek.euwww.hiveurope.eu
Key Tweets
INSERT IMAGE OF KEY TWEETS REPORTING YOUR ACTIVITIES – EXAMPLE BELOW
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Detailed media coverage overview
PLEASE NOTE ALL GRAPHS ON THE FOLLOWING SLIDES HAVE BEEN DEVELOPED FOR ILLUSTRATIVE
PURPOSES ONLY. PLEASE INSERT DATA FROM YOUR ORGANISATION’S MEDIA MONITORING SPREADSHEET.
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Media type
• 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
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Target audience
0
1
2
3
4
5
6
Target Audience Reached
Number of articles
• The majority of coverage reached [INSERT AUDIENCE]
• [INSERT PERCENTAGE] of coverage also reached
[INSERT AUDIENCE]
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Key media messages
• [INSERT NUMBER] key messages were communicated through [INSERT ORGANISATION]’s campaign
FOUR EXAMPLES GIVEN BELOW
KM1. 30-50% of the 2.5 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 TO BE INCLUDED IN ANY
COVERAGE AHEAD OF YOUR CAMPAIGN
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Key media penetration
INSERT CHART TO SHOW HOW OFTEN THE KEY MESSAGES WERE INCLUDED IN ANY COVERAGE – EXAMPLE BELOW
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
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Tone of coverage
• [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]
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Media coverage split as % by tone
Positive
Neutral
Negative
www.testingweek.euwww.hiveurope.eu
Spokesperson quote use
• [INSERT PERCENTAGE] of coverage included a spokesperson quote
50%
20%
15%
15%
Spokesperson quotes included in cov-erage
Spokesperson 1
Spokesperson 2
Other
No spokesperson quotes included
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Conclusion and recommendations
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Comment and recommendations
• [INSERT NUMBER] articles discussed [INSERT ORGANISATON NAME] campaign for European HIV-Hepatitis Testing Week 2015 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]