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Good example of online communication on an institutional blog

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The British Embassy in Bucharest started as early as 2009 to use the new technologies to develop their communication. They launched their official blog around October 2009 and since this is continually updated by the British Ambassador, embassy staff or their special guests.

The embassy is putting their official blog and social media channels to good use to align with the Romanian realities and to promote less known connectiones between Brits and Romanians. As we mark 25 years from the 1989 Revolution, the British Ambassador hosts on his blog guests from either media, diplomacy or business sectors to remember their experiences from the ’89 events.

Therefore, you can find blog posts by Nigel Townson (Director, British Council Romania), historian and British professor Dennis Deletant, PR Consultant Ruport Wolfe Murray, British journalist Christopher Walker (Times) or Mike Brown, former embassy staff. 

I encourage you to read the posts, you will be amazed by the quality of information you will find. These are interesting and well written articles, presented in a friendly tone of voice, very straight-forward and sometimes humorist, but definitely filled with history and emotion. The idea to mark a specific moment in time from the recent history of Romania through a series of “guest blog posts” shows both the invisible ties between Romanians and Brits but also how simple it is to use social media to bring your audience closer to your institution.

To add a more interactive element to the campaign, the embassy has also launched a Facebook competition. Entitled “After 25 years: our challenge”, the competition challenges users to post a selfie with a personal memory from ahead of 1989, be it the classic stamp collection, a pioneer tie, a photograph etc.  You still have time to enter the competition by December 12! The lucky winner will receive a very interesting prize – an invitation to a special event organized by the embassy in the heart of Bucharest to mark 25 years of freedom (invites to events as prizes to competitions may be a very good idea in case your institution does not have a proper budget for material prizes)

We were talking in the most recent DigiGov meeting about institutional blogs and situations in which public institutions do not have a budget to offer material prizes to online competitions – this latest campaign by the British Embassy is a good example of creative online campaign in the same time personalized on the institution’s objectives and strategy. More so, the Ambassador’s blog is a good example of how an institutional blog can be used successfully to carry further the messages of an institution!

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Andreea Hanganu

Peste 6 ani de experienta in comunicare si relatii publice, organizare de evenimente si comunicare online. Timp de 4 ani am coordonat strategia de comunicare in social media pentru una dintre cele mai mari reprezentante diplomatice din Romania, Ambasada Marii Britanii la Bucuresti.

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