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Moving toward a Communications Plan for American Magnetic Fusion

A forum to engage fusion stakeholders in developing a coordinated approach to disseminate information on DOE-funded magnetic fusion research. The report includes a description of the communications environment, objectives, target audiences, allies, key messages, strategies, and next steps.

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Moving toward a Communications Plan for American Magnetic Fusion

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  1. Moving toward a Communications Planfor American Magnetic Fusion Fusion Power Associates Meeting December 5 – 6, 2012 Kitta MacPherson, Director of Communications Princeton Plasma Physics Laboratory

  2. 2012 Magnetic Fusion Communications Summit • Purpose: A forum that would engage key fusion community stakeholders to develop a framework for a proactive, coordinated approach to the dissemination of information on DOE-funded magnetic fusion research activities • Held Sept. 12-13. Attended by more than 30 scientific and communications professionals. Princeton/PPPL, MIT, ORNL/U.S. ITER, General Atomics, LANL, fusion advocates including FPA, the wider physics community (TRIUMF) and industry (The Star-Ledger, PSE&G)

  3. Meeting Approach • Hired facilitator • Brought together scientists and communicators from community for a team approach • Attendees completed three worksheets in advance, including a SWOT analysis • Met for 1.5 days, engaged in group discussion, breakout sessions, attended presentations by Stewart Prager of PPPL and Tim Meyer of TRIUMF • Reached consensus on establishment of Action Group to develop Strategic Communications Plan

  4. Here is what report produced • Description of Communications environment • Summary of Communications objectives • Listing of target audiences • Details of allies • Distillation of key messages • Compilation of Communications strategies • Outline of tactical considerations and next steps

  5. Challenges – Areas where there is need for further education • An understanding that scientific progress has been made • Inclusion on alternative energy “radar screen” • The promise of fusion • Need for enhanced domestic funding • Awareness that other countries investing heavily in own programs • Need for community to speak with one voice

  6. Communications Objectives • Develop a common narrative and speak with one voice • Create a groundswell of appreciation for magnetic fusion research • Expand the value of plasma physics in the scientific community.

  7. Target Audiences Scientific community, policy makers, environmental advocates, energy industry, general public Allies Industry, University Fusion Associates, DOE, ITER, Fusion Power Associates, American Security Project, graduate students, APS-DPP, etc.

  8. Key messages for magnetic fusion Needed and warranted – central energy source for the world Exciting -- produces important scientific and engineering breakthroughs Feasible -- significant progress being made toward sustainable and scalable fusion reactions Safe, clean, and green Critical -- central to U.S. competitiveness in science, technology, innovation, industry, and energy independence Also tailored messages for key constituencies: scientists, policymakers, environmentalists, energy industry, general public

  9. Communications strategies • Develop a Communications strategy • Form nodes of influence and support • Use communications channels that are available, quick, and direct • Engage natural allies and fans • Prioritize efforts and outreach

  10. Tactics / Outreach • Scientists: Includes direct contact with university departments; hosted roundtables; publications in broader literature such as Nature, Science, and Scientific American; and influential people such as MichioKaku • Environmentalists: Includes specific organizations like Sierra Club; contact with outside proponents; preventing attacks through education • Energy community: Includes invitations to reactor studies; utility advisory committees; EPRI; and influential people like PSE&G CEO Ralph Izzo • General Public: Includes presentations on/in YouTube, textbooks, websites; Image campaign; Call to action; mobile apps

  11. Next Steps • Magnetic Fusion Communications Group (MFCG) formed: Kitta MacPherson (PPPL); Paul Rivenberg (MIT); Lisa Petrillo (GA), Mark Uhran (ORNL/U.S. ITER); Steve Dean (FPA); Mark Haynes • Regular teleconferences occur every two to three weeks with goal of developing plan by February, 2013. Each member has shared bulleted list of ideas about moving forward and what should be included in a Communications plan. Each is developing different tools and lists that will form elements of overall plan • MFCG to compose strategy/plan to be submitted for review by Magnetic Fusion Roundtable

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