Transcript Decision Makers Science Policy Leaders

NOAA Climate Services Portal Prototype
A collaborative, NOAA-wide prototyping effort
featuring CPC, CPO, CSC, and NCDC
[email protected]
April 14, 2010
Can we work more efficiently
across NOAA Line Offices
(inclusive of our partners and grantees)
and more effectively serve
our target publics?
Yes!
(any questions…?)
Working hypothesis:
We can work more efficiently
across NOAA Line Offices
(inclusive of our partners and grantees)
and we can more effectively serve
our target publics
using the NCS Portal as a unifying framework
Recommended logical progression to lend focus
1. Audience (the who)
Be specific when identifying audience!
There is no “general public.” Clearly
characterize the public with whom you
want to communicate — what are their
info-seeking behaviors, interests,
motivations, ability to understand, etc.?
Recommended logical progression to lend focus
1. Audience (the who)
2. Objective (the why)
Why communicate with them? What’s
your desired outcome? Can be to:
• Inform — Raise awareness, increase
interest, change attitude (Passive
consumer)
• Engage — Dialogue, interact to further
raise awareness, increase interest &
change attitude (Active consumer)
• Educate — Instruction, guided inquiry
(Student, Teacher, Lesson developers)
• Implement — Participation, R&D,
Decision support (Designers & Decision
Makers)
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Recommended logical progression to lend focus
1. Audience (the who)
2. Objective (the why)
3. Message (the what)
What impression or information or
knowledge or skills do you want to
convey? Messages can be crafted to:
• “position” & “brand” our agency as a
trusted source
• inform &/or educate about the state of
the science
• report new science results
• announce new data products &
services
• address societal implications and
concerns, etc.
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Recommended logical progression to lend focus
1. Audience (the who)
2. Objective (the why)
3. Message (the what)
Successful, effective message delivery
hinges on its compatibility with an
audience’s interests in it; their needs
for it; their capacity to understand it;
where / how they typically seek it, etc.
4. Process & medium
(the how)
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The who - start at the audience interface
and work backward into the agency
Public Continuum
Educators
Data-using Comms
Policy Leaders
Target
Audiences
NOAA Virtual
Teams
NOAA Climate Service
NOAA
NOAA
Coastal
Marine
Fisheries
National Weather
Service
Jon Miller’s model*
Decision
Makers
 U.S. President, Congressional members, OMB,
& OSTP
Science &
Technology Policy
Leaders
Science Attentive Publics
Science Interested Publics
The Residual Public
(unaware/uninterested)
 Nobel laureates, people who testify before
Congress, heads of major research labs,
NAS & NRC Committees
 Roughly 38 million American adults
track 1 or more sci/tech topics; are
quite knowledgeable; willing & able to
engage in policy-relevant discourse
 67 million adults understand
“scientific study”; 115 million
understand the structure &
purpose of an “experiment”.
 The remaining population
who is unaware &/or
uninterested in science &
technology.
*Miller, J.D. (2004): “Space Policy and Science Policy Leaders in the United States.” A white paper presented to
NASA Headquarters; on-line at http://esdepo.gsfc.nasa.gov/docs/files/NASA_Leadership_Report.doc
Our four initial target
audience groupings
Decision
Makers
Science Policy
Leaders
NOAA Internal
Scientists & Data Users
Public Media
Educators & Students
Museums, Science Centers, and After School
& Community-based Programs
Public
Continuum
Science Attentive Public, Citizen Scientists
Science Interested Publics
Residual Public
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The ‘How’
Suggested model for development process
3-legged stool model:
Target audience
• Audience expert scopes the
interface; analyzes the feedback
• Subject expert provides content
& ensures accuracy
Audience
Expert
Subject
Expert
Medium
Expert
“3-legged stool”
External
Partners
“Amplification”
• Medium expert builds the
interface & ensures extensibility
• All three retain approve/veto
power
• External partners allow us to
scale up well beyond what
NOAA can do alone
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Two-pronged strategy for building
relationships with our publics
Dialog sessions
with select
priority publics
Our
Priority
Publics
Climate Outreach
Personnel
NOAA Climate
Services Portal
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Climate Portal Concept
Centralized Access, Decentralized Process
Data &
Services
Page
For Peers
& Users
Climate
Education
Page
Climate
Science
Magazine
For Educators,
Students &
Publishers
For Public
Continuum,
Media & Peers
Public facing
Climate
Portal
Page
Office/Center
Home Pages
Climate
Progress
Page
For everyone
For Policy
Leaders &
Peers
Audience Expert
Subject Expert
NOAA Data,
Models, &
Services
Climate Science
Community
Partnerships
Medium Expert
NOAA Comm,
Ed Council, Public
Affairs, Leg Affairs,
etc.
Internal
Collaborations
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The Who: Americans’ evolving views
on the subject of global warming
*Leiserowitz, A., Maibach, E., & Roser-Renouf, C. (2010) Global Warming’s Six Americas, January 2010. Yale Univ and George
Mason Univ. New Haven, CT: Yale Project on Climate Change. http://environment.yale.edu/uploads/SixAmericasJan2010.pdf
Recent trends in public media use*
100
100
80
80
70
70
60
60
Percent
Percent of respondents using media
90
90
Network news
Local TV news
CNN
Cable news
Reads newspaper
Gets news online
50
50
40
40
30
30
20
20
10
10
0
1993
1995
1998
2000
2002
2004
2006
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Year
*Miller, J.D. (2008): “Civic Scientific Literacy: The role of the media in the electronic era.” White paper
presented at AAAS Conference.
Recent trend in public science literacy*
100
100
Percent CSL
Percent Civic Science Literacy
90
90
80
80
70
70
60
60
50
50
40
40
30
30
20
20
10
10
0
87
1988
88
89
90
91
92
93
94
1995
95
96
1997
97
98
1999
99 2000 2001 2002
2007
20032004
2004 2005
2005 2006 2007
Year
*Miller, J.D. (2008): “Civic Scientific Literacy: The role of the media in the electronic era.” White paper
presented at AAAS Conference.
Survey of meteorologists on climate change*
What are your obstacles to reporting on climate change?
45
40
35
Percent
30
25
20
15
10
5
0
Lack of time in
newscast
*NEEF Survey Results (2008).
Lack of time
in field
Lack of station
support
No
obstacles
Too much scientific
uncertainty
NOAA’s Climate Services Portal
http://www.climate.gov
The NCS Portal Prototype
provides a well-integrated,
online presentation of NOAA’s
climate data & services.
The prototype features four
audience-focused sections:
• ClimateWatch for the public
• Data & Services for scientists
and data users
• Understanding Climate for
policy leaders
• Education for educators &
students
The Dashboard is a datadriven synoptic overview of the
state of the global climate
system.
Past Weather allows users to
easily retrieve weather data for
any given location & date.
NOAA’s New ClimateWatch Magazine
http://www.climatewatch.noaa.gov
An online magazine
written and designed in a
popular style. Goal is to
grow an attentive public
to NOAA & climate.
Contains 3 types of
content:
• Articles and stories
• Images with captions &
annotations
• Videos with scientists’
commentaries
Features social media
tools for subscriptions &
RSS feeds, content
rating, forward to a
friend, and forms for
facilitated feedback.
NCS Portal Dashboard
http://www.climate.gov
Just as a dashboard gives instant information on the status
of a vehicle’s various systems, NOAA’s Global Climate
Dashboard presents an overview of the current state of
Earth’s climate system in historical context.
The Dashboard is designed for people seeking a synoptic
view about what we know about climate variability and
change, particularly policy leaders.
Adjustable sliders up top allow users to focus on the time
period of interest.
Hover cursor over graphs to produce brief “tool-tip” snippets
stating what each parameter is showing.
Click on graphs to jump to more detailed landing pages with
more details produced in a popular style.
Future plans include:
- Adding future climate scenarios out to 2100.
- Making graphs more interactive, using MultiGraph
- Rewriting Dashboard as an appliance that can be
syndicated / hosted by others.
NCS Portal ‘Past Weather’
http://www.climate.gov
Currently, this widget allows users
to enter location & date info and
obtain past weather data in tabular
format.
The goal in evolving this widget is
to present the user with a more
elegant graphical output that shows
the weather on the date request,
but placed within a long-term
climate context.
Decision Makers’
confidence in sources*
Decision
Makers
Science Policy
Leaders
NOAA Internal
Scientists & Data Users
Public Media
Educators & Students
Space Policy / Science Policy:
1. NAS Report = 8.3 / 8.7
2. Science or Nature = 7.9 / 8.3
3. Space News or Aviation Week = 7.1 / -4. Report from major university = 7.0 / 7.4
5. Report from NOAA = 6.9 / 6.6
6. Wall Street Journal = 6.6 / 6.1
7. NY Times or Wash. Post = 6.4 /
6.4
8. Congress cmte on sci & tech =
6.0 / 6.1
Museums, Science Centers, and After School
& Community-based Programs
Public
Continuum
Science Attentive Public, Citizen Scientists
9. Report from Planetary Society
= 6.0 / -10. Report from DoD = -- / 5.1
11-13. Time, Newsweek, CNN,
network TV news.
Science Interested Publics
Residual Public
*Miller, J.D. (2004): “Space Policy and Science Policy Leaders in the United States.” A white paper presented to
NASA Headquarters; on-line at http://esdepo.gsfc.nasa.gov/docs/files/NASA_Leadership_Report.doc
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Decision Makers’
confidence in sources*
Decision
Makers
Science Policy
Leaders
NOAA Internal
“What are your primary source(s)
of information when you need to
learn about a given science or
technology subject?”
Scientists & Data Users
Public Media
Educators & Students
Museums, Science Centers, and After School
& Community-based Programs
Public
Continuum
 Firsthand personal briefings,
typically requested through
Office of Legislative Affairs
 Internet sources (Google cited
most often)
 Library of Congress’
Congressional Research
Services
Science Attentive Public, Citizen Scientists
Science Interested Publics
Residual Public
*Herring, D. (2007 & 2008): Personal dialogues with staffers. Rayburn Building lobby & visit to SVS for presentation.
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