Transcript Insert the title - Indico

Perspectives from the
CERN press office
2012
Corinne Pralavorio,
Deputy head of CERN communication group
ATLAS Week
02-02-2012
Higgs update event – 13 December 2011
02-02-2012
“A result, not a discovery”
Webcast
~123.000
distinct viewers
02-02-2012
Associated
Press,
Reuters, BBC
News,
Science
magazine, La
Repubblica,
Globo News,
the Guardian,
RAI, Le
Figaro,
Eurovision,
etc.
Press event
. 70
journalists
. 40 medias
02-02-2012
Coverage by social media
Social Media Trend (Global)
1400
Axis Title
1200
1000
800
Twitter (m)
600
Facebook Pages
400
YouTube
200
Blog
0
Knowledgebase
• Over 400.000
followers on
CERN twitter
• Live blog,
more than
30,000
followers
02-02-2012
Coverage by traditional media
Study led in 5 European countries - online, print news, broadcast
coverage
Most Observed Message: Scientists narrow search for Higgs boson - they are on the right track
Most Observed Issue: Data not yet conclusive but announcement in 2012 is likely
Most Negative Message:
Arguments over use of term ‘The God particle’
Media Share (EU5)
Share by Volume for Higgs boson
Announcement
Total Volume:
1910
Circulation:
629 millions
Very Positive:
10%
Positive:
10%
Neutral:
69%
Poor:
6%
Negative:
5%
Source: Glide technologies
France
15%
UK
27%
Germany
35%
Spain
15%
Italy
8%
02-02-2012
Media coverage – some conclusions
•The announcement strategy was a success given the objectives to
manage expectations.
•Having twice caught the general public’s attention with announcements
in 2011 CERN has a unique opportunity to cement the role of ‘big
science’ in a context which will retain broad public support.
•CERN has entered the public mainstream to a degree unmatched by any
other scientific institution – a fact with both positive and negative potential
going forward.
02-02-2012
Physics in the popular agenda
02-02-2012
What to expect in 2012 ?
That depends on you !
02-02-2012
Events in 2012
Scientific events
•Chamonix: LHC operation in 2012
•ICHEP 2012: Results(?) from the
experiments
•Discovery or exclusion of the Higgs boson
•Any other discovery/result from the LHC or
the non-LHC program
•Long shutdown in 2013
02-02-2012
Events in 2012
Education, politics, culture, outreach, etc…
•Decisions from the Council (2 or 3 press releases)
•New associate State members (?)
•Artists’ residency programme Collide@cern
•Local events: CinéGlobe, Researchers’ night, Passeport
Big Bang, Dans la peau d’un chercheur, etc.
•…
02-02-2012
For any discovery / important result
• Agreed protocol for a discovery
• Official announcement at seminar at CERN
• Press release, video news release, broadcasting of
the seminar, press conference
• Other institutes can organize their own events
simultaneously with CERN
• Press centre at CERN
02-02-2012
Communication protocol for a discovery
Communication Protocol
DG = Director General
DR = Director Research
DG-CO = Communication group
DG-RH = Host states relations
EPPCN = European Particle Physics Communication network
PH = Head of physics department
InterAction = Comms people from labs and funding agencies
02-02-2012
What we need from the experiments
• Trust: we communicate in your best interest!
• Preparation: prepare material in advance with event
displays, explanations, list of scientists allowed to talk to
the media
• Caution: be aware that
everything you announce on the
web will immediately spread out
02-02-2012
What we need from the experiments
Media visits coordination: if you are
contacted for a visit/interview, please
inform your outreach coordinators
Support material:
www.cern.ch/press
people
go
to
For
CERN
02-02-2012
Questions?
12-10-2010