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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
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