Communicating about your heritage site
Making your heritage site a must-see is above all about developing effective communications by asking the right questions: what is the objective, who are the target audiences, and what resources will be used? Social networks are also essential tools for boosting traffic, raising awareness and ensuring an online presence.
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Reference : SCI-01
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13 and 14 November 2024
9.30am - 5.30pm -
Duration : 2 days
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Price
1,150 - Please contact us for preferential rates -
Audience
Heritage site manager
Communication officer
Cultural Services Engineer/Technician
Local authority employee
Private owner -
Location
Domaine national de Saint-Cloud and online -
Modality : Face-to-face and online
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Requirement : Basic knowledge of heritage site management - Online module to be completed before the face-to-face session
- REGISTER
Objectives - Target skills
- To know the stages of communication for a heritage site, a cultural establishment or an event and the essential elements for drawing up a communication plan.
- Knowing how to adapt communication to objectives, target audiences and available resources
- Understanding the ecosystem of social networks in the cultural sphere
- Mastering the basics of effective social networking in the cultural sector and defining your online community
Detailed programme
DAY 1: DESIGNING AND IMPLEMENTING A COMMUNICATION STRATEGY
[Delphine Jeammet]
DEVELOPING A COMMUNICATION PLAN -Defining the target and key questions
PARTNER AND MEDIA RELATIONS -Focus on press relations
FOCUS ON VISUAL IDENTITY AND ADVERTISING STRATEGY-Tailor-made events- Other communication partners
COMMUNICATION ASSESSMENT
DAY 2: DEVELOPING YOUR ONLINE PRESENCE
[Juliette Huvet]
OVERVIEW: SOCIAL NETWORK OFFERS AND USES-Defining the target audience and thinking about the editorial line- Creating and leading a community- Focus on the social network Instagram, its use and advantages- Communication campaigns and sponsorship programmes
Case studies
ZOOM ON COPYRIGHT AND IMAGE RIGHTS [Online]
Methods & Procedures
TEACHING METHODS AND TOOLS
- Case studies
- Practical workshop: analysis and diagnosis (social networks)
- Tool sheet: checklist of communication actions to take
ASSESSMENT METHODS
- Knowledge MCQs
Speakers
Delphine JEAMMET
Head of Communications at the Centre for National Monuments
"After 20 years in media communications (RFI - Radio France and France Télévisions), I joined the cultural institution of La Villette as Director of Communications and Audiences. I joined the CMN in September 2022 as Head of Communications, working with the team and the network to implement the establishment's internal and external communications strategy, with the aim of promoting the richness and diversity of its sites and projects. "
Juliette HUVET
Head of Digital Communications
"With a degree in literature, I was immediately interested in social networks because of the potential impact they could have on cultural content. I'm always keen to pass on what I've learnt through my experience and to help people discover this world. "