Thursday, January 13, 2011

Using a blog to fuel attention for an awards archive

In communications, it were ever thus: Well-meaning executives and boards come up with awards "to get attention and publicity" for a cause, organization or issue, and their communications pros know that on the list of things reporters will cover, awards are dead last. They're more significant within an organization or company than outside it...but try telling that to the person seeking the attention.

Now, a more sensible way to share what awards honor comes from a foundation that's been giving them to poets since 1950. The New York Times reports that the National Book Foundation will launch a blog about past poetry winners of the National Book Awards, which it administers.  Emerging poets of today will write appreciations of poet winners from the past, highlighting their work; live events and panel discussions will bring the current poets together for more discussion; and the blog will become a digital archive of sorts, collecting not just the winning poems, but related images and documents.

If you're not delving into your own archives for material like this, it's time to start.  Using archival material and making it publicly available will gain you new audiences and partnerships--and you've already done the tough part in amassing the content.  Check out the links below for more case studies in using historic and archival material to create content for new blogs, video channels and more.

Related posts: Older videos are just as good as new when it comes to driving traffic

Reviving an historic speech online: The Marshall Plan

New media adapters: From archive to blog with George Orwell's papers

Anniversary PR that looks at history social-media style

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