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Communicating CERN: Engaging Society with Particle Physics

Learn how CERN's Communication Group fosters public engagement, disseminates information, and builds partnerships to advance science. Explore their initiatives and strategies for interaction with key audiences.

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Communicating CERN: Engaging Society with Particle Physics

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  1. The CERN Communication GroupJames GilliesCERN, 7 March 2006

  2. CERN’s Communication Group • Vision: • To increase awareness of CERN and its activities and to promote the interaction of science with society in Europe. • Mandate: • Working with a number of key target audiences, to generate public engagement in science, to produce and distribute information, to foster community building. The key audiences and corresponding objectives are: • The general public – to foster engagement with scientific issues • The physics community – to provide information about CERN’s activities • S&T decision makers – to promote CERN’s activities • Industry – to encourage partnerships • The CERN community – to provide information and build motivation • Schools – to provide information and to complement the Education group’s activities through visit, exhibitions and multimedia products.

  3. CERN’s Communication Group • Messages: • CERN is a world class centre for fundamental research, seeking answers to questions about the Universe. • CERN and particle physics bring nations together. Over 6500 scientists of 85 nationalities work here. • CERN and particle physics advance the frontiers of technology. • CERN trains the young scientists and engineers who will be the experts of tomorrow.

  4. What we do… Press Office 300-400 journalists/yr. Press, radio, TV, Interviews - Documentaries http:/www.cern.ch/Press/ Traveling Exhibition 150,000 visitors / yr. 2-3 venues per year in European cities Off the road for refurbishment Public Web Pages Normal: 200,000 visitors / yr. With Dan Brown effect: 250,000/month Guided CERN Tour for non-scientists, news, educational resources for teachers… http://www.cern.ch

  5. What we do… Guided Tours Normal: 20,000 visitors/yr. Open day 2004: 32,000 visitors/day Reception + Organization of Visits + Guides http://www.cern.ch/visits Microcosm 30,000 visitors / yr. Permanent exhibition on CERN’s research and technology. Objects for loan. http://www.cern.ch/microcosm Brochures 100,000 copies / yr. General information on CERN, LHC machine, experiments, applications, safety…

  6. What we do… Films, animations, events…

  7. What we do… Bulletin 6500 copies, bi-weekly http://www.cern.ch/bulletin CERN Intranet 6 million visitors/year http://www.cern.ch/ Annual Report CERN Courier “The” journal of High Energy Physics 25,000 copies, 10 issues/year World-wide distribution http://www.cerncourier.com Yearly progress report http://publications.cern.ch/

  8. The CERN Globe of Science and Innovation

  9. The CERN Globe of Science and Innovation Vision To be the undisputed landmark of CERN and a forum for the interaction of science with society in the Geneva region and in Europe. Mission To provide a forum for science and its benefits for society, and to encourage partnerships between the particle physics community and other actors.

  10. Networks… EPOG, ECSITE, PI roundtable, UN Editors, EIROforum, InterActions…

  11. Communicating the LHC

  12. CERN’s Communication landscape Communication group Education group IT communications team Four Experiments 20 member states 85 nationalities Six observer states 500 institutions EPOG InterAction ILC

  13. Singing in harmony

  14. LHC communications:CERN’s three year plan Goal: to gain maximum benefit in terms of public image for CERN and particle physics through the unique communications opportunity presented by the start-up of the LHC in 2007, and first results coming in some months later. Audiences: the general public; the physics community; S&T decision makers; industry; the CERN community; schools. Messages: research and discovery; technology; training; collaboration.

  15. LHC communications:CERN’s three year plan • 2006 - Coordination, raising awareness, media monitoring, preparation ofmessages & communications tools… • 2007 - Open day, Start-up, inauguration • 2008 - First results

  16. Key dates • Spring 2006 - InterActions meeting at CERN, member states communications officers invited • All 2006 - media briefings • Spring 2007 - Open Day • Summer 2007 - Start-up • Autumn 2007 - Inauguration • TBD - coordinated announcement of first results(?)

  17. Addressing the fear factor

  18. Angels and Demons • People are (mostly) rational • Web site visits up by a factor of 10 • Most visitors motivated by curiosity

  19. CERN’s plan in detail • Year One: 2006 • The first year of this communication plan is the most important one in ensuring its overall success. The main tasks for 2006 are to: • Refine the messages to be communicated. • Coordinate among the various different communications actors. • Raise awareness among the media. • Prepare communications tools.

  20. CERN’s plan in detail • Years Two and Three: 2007- 2008 • Key events for 2007 and 2008 from the communications perspective are: • An Open Day to be organized for spring 2007. Preparatory work for this will need to get underway in 2006. • The inauguration at CERN of the new travelling exhibition, if it is funded, and of the new permanent exhibition. • The LHC start-up. • An official inauguration.

  21. CERN’s plan in detail • Coordination protocols • What do we mean by start-up? • How do we announce start-up? • What happens when an experiment gets a signal?

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