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.

Photographe devant le château d'Azay-le-Rideau

  • SCI-01

  • 9.30am - 5.30pm

  • 2 days

  • Please contact us for a quote
  • Owner, director and manager of public and private heritage site
    Communication officer
    Cultural Services Engineer/Technician
    Local authority employee
    Private owner
  • Please contact us for more information at cmn.institut@monuments-nationaux.fr

  • Face-to-face training and online

  • Basic knowledge of heritage site management - Online module to be completed before the face-to-face session

  • CONTACT US

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

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 multiple-choice questions

Speaker : specialists (CMN team)