Campaigns

The Press and Information Office (PIO) designs communication strategies for informing the public of the Government’s main priorities and policies. This is achieved through synergies from all its departments. The Campaigns Department promotes the Government’s policies and priorities by making the most of its extended experience.

Each campaign is tailored to address specific needs and characteristics, with due consideration to both the designing of the promotional material and the media plan. In accordance with the criteria set by the Ministry of Interior in 2021, the PIO allocates the funds for the implementation of information campaigns by liaising with advertising agencies which possess the necessary expertise and access to relevant metrics and indicators. The advertising agencies follow specific guidelines provided by the PIO, which include (a) the target audience, (b) the available promotional material, (c) the duration of the campaign, and (d) the available budget. Thereafter, the allocation of funds is determined based on these factors and the type of media used.

Allocation to island-wide radio stations, as per the Cyprus Radiotelevision Authority’s (CRTA) list, is determined on the basis of audience figures available to agencies, such as the survey conducted by the Cyprus Radio Stations Association, taking into account both the overall and specific time-slot audience ratings of each radio station, the programme type, as well as the cost per advertising spot.

For the allocation to island-wide television stations, the advertising agencies use specialised software, which provides daily viewership data (Nielsen). Media planning is based on the viewing behaviour of the target audience, ensuring the campaign meets its Key Performance Indicators (Gross Rating Points, Cost per Rating and Reach).

As far as newspapers are concerned, information is placed in daily and/or weekly newspapers with island-wide circulation. Depending on the nature of the campaign, information may also be placed in local newspapers.

For online media (digital platforms/websites/portals), advertising agencies use data from available sources, such as the Cyprus Internet Publishers Organisation, taking into account the website’s traffic, the placement position of the promotional material, as well as the cost per thousand impressions (CPM).

The annual financial transactions of the Press and Information Office, including expenditure for Information Campaigns 1611-0311200702, are published annually by the Treasury of the Republic of Cyprus on its website (Note: The website is available only in Greek.)