|
Report 10th Congress of the EAPC
Budapest, Hungary, 7-9 June 2007
MEDIA EVALUATION
The examined period of appearances in the framework of media evaluation is from 18 May 2007 to 3 July 2007.
The goal of communication was to introduce the 10th Congress of the European Association for Palliative Care (EAPC) and to popularize hospice and palliative care.
53 appearances were registered during the examined period.
Distribution of appearances according to media types:
| Online: |
38 pieces |
| Print: |
9 pieces |
| News-agency: |
3 pieces |
| TV: |
2 pieces |
| Radio: |
1 piece |
According to the distribution of appearances it can be said that all media segments were reached. The online media is generally over-represented in health care related media – there are a lot of sites dealing with medical subjects – and foreign appearances were also traced in this area.
It is important to emphasise that the nationally distributed paper Metro dealt with the topic twice, and the most viewed Hungarian news, RTL Klub News, made a reportage on the subject. Nevertheless, more appearances in professional journals are expected.
Statements
Dr. Katalin Hegedus, the head of the Hungarian Hospice-Palliative Association was interviewed by the MTI, RTL Klub. Several other media based their coverages on those interviews.
Dr. Katalin Muszbek similarly was frequently interviewed by the media, for example by Pester Lloyd.
Extent of appearances
More than 70% of the examined appearances were extensive. This proportion shows, that the topic raised the interest of the journalists and there was enough information for longer publications. It is significant, that newspapers, which usually write short articles, handled the topic at length. The purpose of shorter articles was mostly to draw the attention to the topic.
Tone of appearances
The majority of appearances (88%) were positive, dealt with the issue at length. The neutral appearances were principally detached and shorter. There were absolutely no negative appearances.
Recognizability of the message
Most appearances (91%!) dealt with the present state and challenges of palliative care. 68% of appearances dealt with the European congress. This outcome shows that the communication was successful, because the presentation of palliative care appeared in nearly all messages, more often than the topic of congress. 30% of all appearances displayed the result of the EPIC’s European survey, 26% presented the Budapest Commitments program in depth. The rate of those allusions (more than a quarter of all appearances) shows, that the interest of the media was successfully raised.
While examining the appearances, we didn’t find any connection between the presented topics and the media dealing with these themes.
Results in numbers
According to the examined appearance the topic conveyed by the media reached a potential audience of 7.241.837.
Summary
Based on the results of the communication campaign, it can be said that in the examined period more than 75% of the media consuming population in Hungary became acquainted with the topic. Both professional journals and lay media were interested in the subject, in Hungary as well as abroad. This helped achieve the aim of introducing palliative care to the general public.
Source: VM.komm Communications
|
