Communicating the LHC

James Gillies, CERN

29 September 2008

2004

PR01.0401.03.2004

Dans son année de jubilé, le CERN concentre ses efforts sur le grand collisionneur de hadrons (LHC) qui sera l'instrument scientifique le plus grand et le plus complexe au monde quand il sera mis en service en 2007.

2005

Communicating the LHC …Communicating the LHC …

the view from CERNthe view from CERN

James Gillies, 29 November 2005James Gillies, 29 November 2005

CERN’s communication landscape

CERN’s Communication landscapeCERN’s Communication landscape

Communication groupCommunication group Education groupEducation group

IT communications teamIT communications team Four ExperimentsFour Experiments

20 member states20 member states

85 nationalities85 nationalitiesSix observer Six observer statesstates

500 institutions500 institutions

EPPOGEPPOG InterActionInterAction

ILCILC

Singing in harmonySinging in harmony

LHC communicationsLHC communicationsthree year planthree year plan

Goal: Goal: to gain maximum benefit in terms of public to gain maximum benefit in terms of public image for CERN and particle physics through the image for CERN and particle physics through the unique communications opportunity presented by unique communications opportunity presented by the start-up of the LHC in 2007, and first the start-up of the LHC in 2007, and first results coming in some months later.results coming in some months later.Audiences: Audiences: the general public; the physics community; S&T the general public; the physics community; S&T decision makers; industry; the CERN community; schools.decision makers; industry; the CERN community; schools.

Messages: research and discovery; technology; training; Messages: research and discovery; technology; training; collaboration.collaboration.

•2006 - Coordination, raising awareness,2006 - Coordination, raising awareness, media monitoring, preparation of media monitoring, preparation of communications tools, last chance to see… communications tools, last chance to see…

•2007 - Open day, Start-up, inauguration2007 - Open day, Start-up, inauguration

•2008 - First results2008 - First results

LHC communicationsLHC communicationsthree year planthree year plan

Addressing the fear factor

Angels and Demons

•People are (mostly) rational•Web site visits up by a factor of 10•Most visitors motivated by curiosity

2006

Methodology

Formative evaluation

• Be open… communicate the development as well as the results.

• Avoid using the words ‘physics’ and ‘particle physics’ in titles or early in communications.

• Avoid confusion - LHC, ALICE, ATLAS, CMS, LHCb…

• People assume that scientists already know about matter, mass and how gravity works.

• Focus on the ‘origins of the universe’, ‘what happened immediately after the Big Bang’, ‘world’s biggest experiment’.

“I think it’s fantastic. Why wouldn’t we want to know where we’ve come from and why we’re here?”

Brand image… a Graphic Charter for CERN

A reference document that contains the fundamental rules for the use of the graphical elements that constitute the visual identity of Organization, a project or an enterprise.

Objectives:

• Recognition• Uniformity• Economy

New public web site

Announcement coordination

Protocols under discussion with experiments, LHC, DG for…

•Start-up

•Results

•Bad news

•Announcements from elsewhere

Press release coordination implemented with partner institutes

2007

Methodology

Startup events

• 5-6 April. open days • On or after 21 May. Media event• 21 October. Official inauguration

Methodology

Open day 2008

• Planning for >30000 people• Meyrin site for all comers• LHC access points for local communities

Evolution of media visits 2002-2007

Media visits evolution 2002-2007

100%

123.70%

185.60%

133.80%

165%

297%

100% 102.60%

159.50%

96.60%

151.30%

273.40%

0%

50%

100%

150%

200%

250%

300%

350%

2002 2003 2004 2005 2006 2007 (Jan-Aug)

Year

Percentage

Reference 2002

Per cent of journalists

Per cent of media

2007 to end August:

•1040 people for 385 media

CERN record year 2000:

•1098 people for 383 media

Methodology

The world is watching.

We have to provide a media event for start-up

Media training: golden rules…

• Remember that the correspondent is the expert.

• Don’t say anything you don’t want to see in print, online or on air.

• Have faith - you believe in what you do, you have nothing to hide.

• Never repeat a negative, even to deny it.

• Prepare your message - you will always be able to get it across.

• Never feel ashamed to say ‘I don’t know’- refer people to the press office. Never invent

• Prepare…

• Be concise, don’t worry about silences. It’s the journalist’s job to fill the gaps, not yours

• Prepare!

MethodologyProposed media event - pending approval of DG

Only possible event: first injection of beam to LHC

MethodologyProposed media event

Locations:

CERN Control centreGlobe of science and innovation

MethodologyProposed media event

• Cameras in the Globe would relay images to the Globe (and the world)

• Bi-lingual presenter would be in the CCC• Satellite link available• Live LHC console in the Globe• Media ‘pilots’ available in the Globe for all

nations whose media attend• Possible visits to experiments control rooms

and CCC during the day• Regular updates to be sent to media for the

following weeks until first 7TeV collisions

Methodology

European particle physics communication network

At a special session in Lisbon on 14 July 2006, the CERN Council unanimously approved a European Strategy for Particle Physics. Communication is integral to this strategy, which states:"Council will establish a network of closely cooperating professional communication officers from each Member State, which would incorporate existing activities, propose, implement and monitor a European particle physics communication and education strategy, and report on a regular basis to Council."

Methodology

2008

MethodologyBefore…

MethodologyAfter…

“My mum tells me that her taxi driver in Pari was talking excitedly to her about the start-up yesterday. I’ve always thought that reaching out to taxi drivers is the litmus test of good science communications. You and your team have passed the test with flying colours! Thanks again for including me in the event. I felt very much like I’d been given a front row seat at the Olympics opening ceremony – except it was far more spectacular and unique!” – François Grey

“The start-up has been a success story here, covered by every media, all TV channels, radio and new papers. Our scientists and directors are very pleased with the media work done. A long lasting media process as this was new to me, as well as the European back up and cooperation. A very nice experience, which has given me a lot.” – Minna Meriläinen

MethodologyWhat happened to communicate First beam?

At CERN

• 300 journalists and support staff on site (260 accredited and in media centre).• Eurovision live satellite feed from 9:00-18:00 plus webcast.• Images from CCC relayed to media centre (Globe) & auditoria around the site• Visit schedules for journalists to go to experiments. control rooms.• TV media visits to CCC upstairs conference room.

Elsewhere

• Parallel events in several member states.• Many other events outside member states, including pyjama party at Fermilab.• LHC first beam information at Geneva airport.

Methodology

MethodologyInside the Globe

Upstairs:

•Big screen•Operator console (LHC & experiments)•Experts on hand•ISDN lines•Wi-fi•Stand-up position for TV•Press office staff on hand (armband)

Downstairs:

•Workspace•Internet access, cable & wi-fi•Printers•Telephones•ISDN lines•A/V feeds for TV•Food and drink!

MethodologyOutside the Globe

• Eurovision OB truck• 5 stand-up positions• Departure point for control room visits

MethodologyVisit schedules

For all media.

•Media have signed up for visits to experiments•Lists will be sent to experiments•Visits from 10:30 – 18:10

For TV media.

•Places assigned•Visits to CCC from 8:30 to 18:30

MethodologySome statistics

From Eurovision• 450 broadcasters

• 2500 transmissions

• 91 stand-ups

• Audience in hundreds of millions

From CERN• 260 accredited journalists

• 40 TV stations

• > 40 non accredited

Methodology

• Open communication through the repairs

• First collisions

• Continued black holes and other fictions

• Results

What’s next ?

Methodology

Thanks for listening!