WMF:Minassian Media

Minassian Media, Inc. were paid $436K for Public Relations work on behalf of the WMF from 2015-2016 (see the last page of the 2015 990 form).

Work

September 2016: Communications audit

source author = Minassian Media, Inc.

Selected fair-use quotes from Section one:Overview

• period one (10/2014-10/2015)
• perido two: (11/2015-05/2016)

Selected fair-use quotes from key findings:

1. "Having a plan matters. Well planned, well executed messaging strategies that leverage multiple teams within our organization yield the highest rates of coverage with the most positive results (e.g., Wikipedia 15)".
2. "The outlets and authors that write on Wikipedia are loyal".
3. "As our social media presence becomes more robust, we will likely see proactive origins increase substantially." Cf. Wikipedia Weekly on FB

Selected fair use quotes from methodology:

1. "we identified 16 words that were most important to the Foundation's work and purpose [...] and noted the number of times each of the 16 keywords were mentioned or discussed."
2. "we categorize story origins as proactive, reactive, social media, or independent":
   • proactive -- "strategic media push"
   • reactive -- asked for a comment and provided one
   • passive -- independent reporting

Selected fair-use quotes from Section two: MMI data analysis

The information analyzed in this section creates a benchmark for future coverage audits by showing what an average number of articles a given outlet will generate.