WMF:Minassian Media
From Creolista!
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:
- "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)".
- "The outlets and authors that write on Wikipedia are loyal".
- "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:
- "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."
- "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."
- "Xinhua: 1 article; JIJI: 0 articles" (largest wire services in China & Japan, respectively)
Resumé to page 19: main topics covered in press:
- vandalism
- passive mention
- internet regulation / Censorship (e.g. Russian ban due to cannabis article), "right to be forgotten" in France
- Reliability / Accuracy
- Wikipedia's 15th birthday (strategic media push)
- Specific WP page
- Gender Issues
- "[I]t is suggested that the Communications team think critically about ways to reduce the frequency of being side-lined by a media culture dominated by loose and – in the case of vandalism articles – frivolous journalism" (p. 20)
- add this "Mind the Skills Gap"reference to biblio.creoliste
p.43
The Advertising value equivalency for each of the spikes is as follows:
- "In March 2015, the advertising equivalent around the NSA lawsuit was $66.45 million."
- "In June 2015, the advertising equivalent for the Princess of Asturias Award coverage was $43.6 million"
- "Finally, in August 2015, the advertising equivalent for the coverage surrounding the Russian government’s ban on Wikipedia and Wikipedia’s ban on sockpuppet editors was $115 million"