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CERN MEDIA ANALYSIS REPORT FEBRUARY 2012

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Table of Contents

CERN Media Analysis February Report

Executive Summary & Findings 3

Key Metrics 4

CERN coverage 5

Key Take Away Points 15

Methodology 16

Contact Details 17

CERN Media Analysis Report February 2012

Sources

● GlideIntelligence offers a view of editorials based upon a range of sources which are incorporated into each analysis.

● This report analyses all online content . This includes online news sources (including online versions of print publications), blogs associated with print and online news and consumer media sources, in addition to broadcast coverage (television and radio).

● Syndicated stories are included and annotated within the GlideIntelligence system. For reporting purposes, they are included in calculations for sentiment, circulation and AVE.

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● CERN were once again in the media spotlight this month. On the 23rd February reports began circulating in the media responding to a press release from CERN regarding its potential findings they made last year concerning neutrino particles that can travel faster than the speed of light. This statement suggests that there may have been a flaw in the measurement system of the particles that have caused false results, and CERN are thoroughly investigating. This met with a negative reaction from the media following all the publicity surrounding the original announcement. The story was covered on national television in the UK (BBC and Channel 4), and many major publications and online sources such as the Huffington Post, Yahoo! News, MSNBC and New York Times

● There is potential for the Superluminal results to impact CERN announcements during the course of 2012 - especially concerning the promised update on the Higgs-Boson experiments. There are already opinions being voice that if CERN can get one experiment wrong, it is possible that they will again in the future. Careful media management will be required to make sure this issue is addressed well ahead of any new finding’s announcements.

● Earlier this month CERN announced that in 2012 they would be increasing the power (and therefore the speed of collision) of the Large Hadron Collider in an attempt to prove beyond doubt the existence of the Higgs Boson.

Executive Summary & Findings

CERN Media Analysis Report February 2012

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Most Observed Message:Large media feedback following released pressrelease from CERN on Superluminal neutrino results .

Most Negative Message:If the Superluminal readings do turn out to have been false, CERN risks losing credibility.

Total Volume: 3091

Very Positive: 0.45%

Positive: 2.78%

Neutral: 91.85%

Poor: 0.23%

Negative: 4.69%

Circulation: 99,104,000

AVE: €9,432,000

Key Metrics – Overall (Global)

CERN Media Analysis Report February 2012

CERN Top Outlets VolumeFebruary 2012

(Global)

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CERN Article Volume with Fermilab February 2012(Global)

CERN Media Analysis Report February 2012

CERN announce a power increase to the

LHC

Statement from CERN released raising

doubts over faster than light particle claims.

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Breakdown of CERN European Member States Coverage February 2012

CERN Media Analysis Report February 2012

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Breakdown of CERN European Coverage February 2012

CERN Media Analysis Report February 2012

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Breakdown of CERN Americas Coverage February 2012

CERN Media Analysis Report February 2012

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Breakdown of CERN Rest of World Coverage February 2012

CERN Media Analysis Report February 2012

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Mentions by Tonality February 2012 (English Only)

CERN Media Analysis Report February 2012

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% of Mentions by Tonality February 2012 (English Only)

CERN Media Analysis Report February 2012

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Key Themes February 2012 (Global)

CERN Media Analysis Report February 2012

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Global Media Share February 2012 (Global)

CERN Media Analysis Report February 2012

*Social Media figure derived from Blogs and YouTube hits tracked by the GI Social Media tool.

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● “CERN increases LHC speed. CERN's Large Hadron Collider is shifting into high gear.”ARN - 15th February 2012

● “Scientists hunting the Higgs boson, the sub-atomic particle believed to have played a vital role in the creation of the universe, decided on Monday to turn up the power in their Large Hadron Collider to try to prove its existence this year.” Dawn Group- 15th February 2012

● “In September, an announcement from the CERN physics laboratory in Geneva caused headlines with the tentative report that neutrinos send from the lab to detector in Italy 770 kilometers away were measured to travel at a speed very slightly higher than the speed of light. Most media reports proclaimed that Einstein had been proven wrong. However, as I reported in a two-part blog titled "No Cause to Dispute Einstein," Part 1, Part 2, the theory of special relativity does not prevent particles from traveling faster than light, as long as they never travel slower. However, I did report that I, along with most physicists including the experimenter's themselves, felt that some experimental mistake would eventually be found to account for the measurement and Einstein's speed limit would remain in force. A loose connection is certainly an embarrassing mistake. But it is not anywhere near as embarrassing it would have been if someone else besides the investigators themselves had discovered it.”Huffington Post -23rd February 2012

● “Researchers at the CERN laboratory near Geneva, now say they've found flaws in the way that sophisticated clocks were set up.”BBC News - 23rd February 2012

● “The widely reported experiments by scientists at the CERN laboratory near Geneva that appeared to challenge the theory of relativity and showed some upon -- and showed neutrinos travelling faster than light may rather more prosaically have been the result of dodgy wiring.” Channel 4 - 23rd February 2012

● James Gillies, a spokesman for European Organization for Nuclear Research, or CERN, said on Wednesday the lab's startling result was now in doubt. Physicists at the CERN research institute near Geneva appeared to contradict Albert Einstein's 1905 Special Theory of Relativity last year when they reported that sub-atomic particles called neutrinos could travel fractions of a second faster than light. Gillies said CERN would be issuing a full statement early on Thursday.

Yahoo! News- 23rd February 2012

● In a detailed scrutiny of the experiment, CERN, which runs a particle-smashing machine called the Large Hadron Collider, found two problems with its equipment that could have affected its measurements.New York Times - 23rd February 2012

Comments from Articles

CERN Media Analysis Report February 2012

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● As can be seen from the article comments section, the general reaction of the media to the possibility of CERN backtracking on their announcement of faster than light particles has been fairly negative. Though it was noted in the Huffington post that at least it was CERN themselves that came out and made the announcement and not one of the many sources looking to disprove their findings.

● The Tonality chart on slide 10 indicates that there was a spike in negative coverage on 23 rd February from English language media, which coincided with the press release concerning the possible false results. The volume of negative coverage on this day alone contributed to 71% of the months total negative coverage, and was spread across 21 countries. (This does not take into account the 807 foreign articles that day which were unscored by GI, but could possibly have raised the negative tone even further). Some of the notable media outlets producing negative coverage were CBC, Yahoo!, Huffington Post, Channel 4 (UK), V3, MSNBC, Business Week, Mail Online UK, Reuters, ABC, Forbes, and Time.

● Though it is to be expected that a majority of this month’s coverage would originate in CERN’s member states, it is worth noting that Spain had almost double the amount of coverage compared to all the other members. There was also a relatively large amount of coverage being published in the less expected regions of Brazil (with outlet Terra Brasil producing 20 of the 94 articles this month), South Korea (with a fairly even spread between outlets) and Mexico (with outlet Globedia Mexico producing 14 of the 59 articles this month), which suggests that if there is not already a relationship with journalists in those countries, it may be beneficial to form some, as they are contributing a large amount of media coverage for CERN.

Key Take Away Points

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The determination of sentiment and message content was determined using the GlideIntelligenceTM system which applies grammar and syntax rules to allow the identification of phrases and messages including close approximations rather than keywords or simple Boolean logic. For example; the phrase “delivering shareholder value” would also return results from phrases including “will see a healthy return for shareholders”. The method can also produce results for contradictions of messages. Overall article tonality is determined by an advanced syntax mapping software model which breaks the article into component ‘sentiment’ transactions i.e.

"A controversial decision by <1|Lloyds Banking Group> to award its senior executives large bonuses has been endorsed"[+] even though "more than 10 per cent of the bank's"[-] "shareholders failed to back the plan"[-] .

"Just over 8.5 per cent of investors opposed the bank's remuneration policy at its annual meeting in <2|Edinburgh> yesterday"[-].

A further 1.5 per cent abstained.

But "the pay structure was approved by a comfortable margin"[+], "given the <3|Association of British Insurers> had issued an amber top alert"[+], "urging investors to give <3|it> careful consideration"[+].

"Investors questioned the performance criteria used by the bank's pay committee that led to senior executives being awarded bonuses of more than £5m in a year the state-backed bank recorded a £6.3bn loss"[-] .

The individual transactions (seen here in [ ] ) are aggregated using a statistical association tested on human readers to produce an overall output score (positive or negative number) which can be mapped into a scale. For CERN this is a five point scale. Articles are analysed in such a way that both individual scores are produced for companies, divisions, products and topics making it possible to separate individual elements from the overall tone of an article.

Circulation is calculated using audited circulation figures for print and broadcast sources, and a statistical model based on the ‘AlexaRank’ rating system for online sources.

AVE figures are calculated for all articles based on their size and the volume of content. In the case of negative coverage there is a modified value system which can produce negative scores to show the scale of negative impact (as an equivalent to Advertising). Two values are shown; the highest figure represents a ‘best case’/’best value’ upper range, the lower figure is adjusted to look only at the value of individual transactions, impact from negative coverage and the percentage of coverage against competitors. If this value shows negative AVE it’s displayed in red.

The commentary sections in the report are produced by a combination of the GlideIntelligence automated article summaries and assessments from Glide analyst consultants.

Appendix – Methodology

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Contact Details