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Communications Strategy 2012 – 2016 Enlarged Directorate 25 October 2011

Communications Strategy 2012 – 2016 Enlarged Directorate 25 October 2011. Solid foundation: research & workshops. Key findings. The Purpose. The Role of Communications. Risk I. Risk II. Risk III. Risk VI. TAGLINE CERN – Exploring the frontiers of knowledge. CERN Messaging.

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Communications Strategy 2012 – 2016 Enlarged Directorate 25 October 2011

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  1. Communications Strategy 2012 – 2016 Enlarged Directorate 25 October 2011

  2. Solid foundation: research & workshops

  3. Key findings

  4. The Purpose

  5. The Role of Communications

  6. Risk I Risk II Risk III Risk VI

  7. TAGLINECERN – Exploring the frontiers of knowledge

  8. CERN Messaging

  9. CERN messaging architecture 2011/12

  10. CERN messaging architecture 2011/12

  11. CERN messaging architecture 2011/12 Risk I Risk II Risk III Risk VI

  12. Generally accepted practice study* *University of Southern California Annenberg School of Communications and Journalism, 2010

  13. CERN´s risks Risk I Risk II Risk III Risk VI

  14. Chief Communications Officer Chief Information Officer Informationpolicy & Synergies = Output increase

  15. Current communications structures

  16. Proposed new communications structures International relations Outreach Chief Communications Officer < LHC outreach group Spokesperson Content manager Audience engagement manager EPPCN IPPOG Press office Content production Audience engagement Interactions

  17. Resourcing • Budget for DG-CO (M&P): from 0.25% to 0.5% • Much exists already at CERN • Some new recruitment would be necessary - we estimate 5-6 new posts, one senior

  18. Summary • Effective, managed communications are core to CERN's continuing success. • Failure to restructure communications at CERN creates risk to the Organization's reputation, an inability to manage opinion forming processes, and excess expenditure. • This strategy addresses key issues in the way that CERN's communications function is managed and resourced. It proposes: • the creation of two new senior-level functions: CCO and CIO • a reorganization of the Communications Group to enable communications around a new, focussed messaging architecture. • bringing CERN’s resourcing for communications closer to benchmarked levels.

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