Ocean Observatories Initiative Communications Overview Kerry Beck SCAMPI Meeting Presentation

1. Ocean Observatories Initiative Communications Overview Kerry Beck SCAMPI Meeting Presentation Consortium for Ocean Leadership May 5, 2011

2. OOI Background • The Ocean Observatories Initiative (OOI), a project funded by the National Science Foundation, is planned as a networked infrastructure of science-driven sensor systems to measure the physical, chemical, geological and biological variables in the ocean and seafloor. The OOI will be one fully integrated system collecting data on coastal, regional and global scales. • OOI will put real time ocean observing data in the hands of a vast user community of oceanographers, scientists and researchers, educators and the public. • The OOI Program is managed and coordinated by the OOI Project Office at the Consortium for Ocean Leadership, in Washington, D.C., and is responsible for construction and initial operations of the OOI network. • The OOI construction phase began in September 2009 with $386 Million.

3. OOI Design Elements 4 Global sites 3 Regional cabled sites in the NE Pacific 2 Coastal arrays: Mid-Atlantic Pioneer Array, PNW Endurance Array Each scale incorporates mobile assets Cyberinfrastructure: enables adaptive sampling, custom observatory view, collaborative analysis Interfaces for education users

4. OOI Overarching Goals OOI has two fundamental scientific and research mandates that underpin its construction: • Sustained delivery of high-quality data for two to three decades • Maintenance of the expandability of the infrastructure to support new capabilities.

5. OOI Implementing Organizations Four major Implementing Organizations (IOs) are responsible for construction and development of the program: • Woods Hole Oceanographic Institutionwith its partners, Oregon State University and Scripps Institution of Oceanography, is responsible for the coastal and global moorings and their autonomous vehicles. • The University of Washington is responsible for cabled seafloor systems and moorings. • The University of California, San Diego, is implementing the cyberinfrastructure component. • Rutgers, The State University of New Jersey, with its partners, University of Maine and Raytheon Mission Operations and Services, is responsible for the education and public engagement software infrastructure.

6. Test Deployments to Evaluate Designs Example: In Shore Test Mooring 2 (ISTM2): March 2011 – July 2011

7. Horizontal Directional Drilling Progress, Pacific City, Oregon

8. Refreshed OOI Website Refreshed OOI website launched April 15, 2011 www.oceanobservatories.org Proactively tell a comprehensive, consistent OOI story to expand the reach of the OOI program and build support in the scientific community and the public. Effort includes alignment of all OOI website postings and social media tools to ensure consistent messaging and materials across the program. • Post program updates, news releases, comprehensive landing page feature pieces and video on all aspects of the OOI as well as compelling program-wide pieces to promote news events and demonstrate a united approach to the program. • Site provides an opportunity to enhance both external and internal outreach. The site will be an open site and easily navigated by the public and all those interested. The OI Observations section allows for OOI leadership positions and comments to be posted in a timely manner. The News and Events section allows for timely posting on items of note. We also intend to build a photo gallery highlighting key events and milestones. • Site also will be home to variety of tools and updates useful for the outside community to include: rich geographical content, easy access to program documents, graphics, interactive maps, program details pertaining to structure, research themes, milestones, proposal processes, active links and specific calendar and site-specific information.

9. Long Term Communications Objectives • Educate and increase awareness among stakeholder groups and audiences about the overall OOI program generating support from the scientific community and general pubic. • Establish a collaborative working relationship OOI Program Office communications and IO communications to fully coordinate branding of the program and expand the reach and scope of OOI media coverage and understanding. • Integrate communications planning and activities into the full communications team structure that includes joint work with communicators at the various IOs. • Expand the base of support for the overall OOI program through a multi-layered and coordinated communications outreach plan to include traditional media and community outreach and integration of new social media tools to maximize reach. • Develop best practices for positive media and community outreach as well as guidance and response in potentially negative or crisis communications situations.

10. Potential Audience • Washington, D.C.-based and national media (particularly those located at key program and IO sites), environmental, educational, science-based media • Scientific community • Local community and media targets located across the program and in the locations of the Implementing Organizations. • NSF and other Government agencies • Academic Community/Educators at all levels • Local/State/Federal/State Elected Officials • State/Local Elected Officials • Public • Civic/Community Organizations in program component locations • Think Tanks/Third Parties • Other Previously Untapped Supporters

11. OOI Communications Strategies • Reach Supporters: Build a coalition of supporters to include, media, elected officials, labor, civic and community leaders, educators and other third party advocacy contacts for the OOI program. • Build Key Contacts: Facilitate key reporter contacts with leadership of the OOI Program and IO spokespeople and experts to tell the overarching OOI story in a positive manner as well relay all program news, progress and milestones. • Maintain Unified Team Outreach: Establish a proactive media outreach team and schedule to develop messages and conduct a range of press events and development of materials such as feature pieces, position papers, blogs, op/eds and any other visual items for the website and other uses. • Expand Outreach Tool Kit: Utilize and expand all external tools including the OOI website, press releases, outside blogs and other tactics to spread information to all constituencies as well as provide agile and rapid response.

12. External Communications Tools and Tactics • Targeted Media Engagements/Roundtables– Conduct media interviews and roundtables on all aspects of the program in coordination with NSF and the IO communicators when timing is appropriate. Activities can increase in frequency as program builds. • News Releases/Photo Tours/News Features– Post all updates on program to OOI website at time of the event. Establish refreshed OOI website as the “go to” place for program news. Provide timely program news coverage as well as easy to understand background information . • Conference/Trade Show Presence – Participate in major trade shows such as AGU, Oceans Conference and other smaller opportunities at workshops, educational venues, etc., hold town halls when appropriate. • Webcasts/Video Feeds – Utilize OOI website/other social media avenues to promote activities. • Education Road Show /Community Outreach Events – Propose engagements with local educators to bring demos into schools either virtually or provide in-person educational opportunities. For each event, conduct outreach to targeted media covering education aspect of the program. Upcoming examples: Pacific City Cable Landing (July 2011) , New England Pioneer Array Community Outreach Event (Sept. 2011) • OOI Speakers – Provide OOI subject matter experts for a variety of forums to include major trade show presence as well as educational outreach opportunities and town hall-type events. • Third Party Engagement/Op-Eds- Build relationship with any Third Scientific/Educational Groups who would be willing to pen Op/Eds for placement outlining the need and benefit of the OOI.

13. Internal Communications Tools and Tactics • FAQs: Develop and maintain an up-to-date and readily available Frequently Asked Question package that cover all aspects of the OOI program so that all are working from the same page. This would include all key messages as well as potential “hot” issues that the team needs to be aware of and directions to funnel specific queries directly to the NSF. • Approval Coordination: Put in place collaborative processes and process documents that outline guidelines for approvals of all external materials.  • Media Database: Maintain a comprehensive media database that can be expanded in time and allow each member of the team to push positive news and events to a full group of interested parties to maximize overall OOI coverage and reach. • Shared Team Workspace: Housed on Alfresco • Updated Program FAQ and Brochures: Update and develop program collateral materials • Subject Matter Directory: Develop list of key OOI program leaders and subject matter experts to act as spokespeople for media engagements and other communications related activities. • Media Interview Request Form: Form should be completed prior to media engagements on the OOI program. • Photo Gallery: Develop a media gallery of photos and graphics that can be used for distribution and use among the team as well as with the media and other appropriate outside users. • Presentation/Talking Points: Develop speaking talking points, power point and other programmatic templates approved for use/discussion with external audience. These can be shared with OOI leadership on a regular basis and housed in an easy-access area such as Alfresco for all communicators.

14. OOI Communications Team Members NSF: • Cheryl Dybas, National Science Foundation Public Affairs, (202) 292-7734, cdybas@nsf.gov Consortium for Ocean Leadership: • Kerry G. Beck, Director of Communications, OOI Program , Office: 202 – 787-1685 or kbeck@oceanleadership.org • Leslie Smith, Communications Intern, OOI Program Office, Office: 202 – 787-1613 or lsmith@oceanleadership.org • Kristin Mellon, Communications Specialist, Consortium for Ocean Leadership, Office: 202 – 787-1644 or kmellon@oceanleadership.org University of Washington: • Nancy Penrose, Communications Coordinator OOI, Office: 206-221-5781 or penrose@ocean.washington.edu • Sandra Hines, Assistant Director, UW News and Information, Office: (206) 685-2580 or shines@u.washington.edu • Alison Fundis, Education and Public Engagement, (206) 543-9653, afundis@uw.edu Woods Hole Oceanographic Institution: • Stephanie Murphy Manager of Public Information, Office: 508-289-2271 or samurphy@whoi.edu • Danielle Fino, Web Communications Manager, dfino@whoi.edu Scripps Institution of Oceanography/University of California San Diego: • Carolyn Keen, Cyber Infrastructure Project Communications Coordinator: (858) 822-3370, cskeen@ucsd.edu • Rob Monroe, Scripps Communications, cclark@ucsd.edu California Institute for Telecommunications and Information Technology (Calit2) on the UCSD campus: • Doug Ramsey, Director of Communications, dramsey@ucsd.edu • Tiffany Fox, Public Information Representative, tfox@ucsd.edu Oregon State University: • Craig Risien, Oregon State University, EPE liaison, crisien@coas.oregonstate.edu • Linda Lamb, Oregon State University, Manager of Publishing and Outreach, llamb@coas.oregonstate.eud Rutgers, The State University of New Jersey: • Ken Branson, Rutgers Media Relations, (732) 932-7084 Ext. 633, kbranson@rugers.edu