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 Posté le: Mar Oct 01, 2013 1:20 am Sujet du message: FOI documents reveal strategy and costs behind B |
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{FOI documents reveal strategy and costs behind B.C. government promo blog}
BC B-sides screenshotBy Bob MackinFri Apr 12, 2013 10:49am PSTDocuments obtained via Freedom of Information show the B.C. government’s blog BC B-sides –launched in February in time to promote Family Day – aims to target mommy bloggers, businesses and government workers.“BC B-Sides is a fresh take on engagement with B.C. government,” said the communications plan. “BC B-Sides provides context and a place to add a more personal element to news released through the newsroom and various government channels. Acting as a news blog, it highlights proactive communications efforts with old-fashioned storytelling.”Planning and approvals were done in mid-December for the projected headed by Government Communications and Public Engagement assistant deputy minister John Paul Fraser and marketing and communications executive director Mary Dila.Contractor Atomic Crayon was paid $12,857.50 for work.The blog aims to attract new and existing readers of the government’s BC Newsroom web page, mommy bloggers and other B.C. residents who blog,[url=http://www.moncler-sale.org]moncler outlet[/url], regional media, business owners and business advocates,[url=http://www.moncler-sale.org]moncler on sale[/url],[url=http://www.moncler-sale.org]moncler down jackets[/url], local and federal government,[url=http://www.moncler-sale.org]moncler sale[/url], recipients of government grants and subsidies, and B.C. government workers in “profiled program areas.”The plan called it a “step beyond content curation,” pointing out that once a news release is public, there is “no followup information.”“BC B-Sides will revisit that information and share more detail that will benefit, entertain and inform the public about funding, programs and services that have made a positive difference in the lives of BCers [sic],[url=http://www.moncler-sale.org]moncler down jackets[/url],” said the document.The key messages were: “Real stories for real (BC) people; BC B-sides is a break in your day; BC B-Sides tells the story behind the story.”The blog is housed on a separate platform from the government website,[url=http://www.moncler-sale.org]moncler sale[/url], embedded in the BC Newsroom page and is promoted through existing digital media channels and word of mouth.The “subject to change” editorial schedule for the first six months foresaw two to four stories per month, intended to represent ministries and corporate priorities,[url=http://www.moncler-sale.org]discount moncler jackets[/url], and regions and sectors equitably.Pre-election-campaign story topics included BC Family Day,[url=http://www.moncler-sale.org]moncler on sale[/url], support for the film, TV and digital media industries, WorkBC, buy-local food information, online registration of newborns and funding for midwives.The schedule pauses for the election period, but calls for post-election stories on arts and culture support, foldable lenses for cataract patients, Port Mann Bridge, the McAbee fossil site and electric vehicles.BMackin@biv.com@bobmackinTags: culture, digital media,[url=http://www.moncler-sale.org]discount moncler jackets[/url], provincial elections, internet, media and public relations, provincial government,[url=http://www.moncler-sale.org]moncler outlet[/url], social media
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