CERN/SPC/957 CERN-Council-S/069 Original: English 6 September 2010

ORGANISATION EUROPÉENNE POUR LA RECHERCHE NUCLÉAIRE CERN EUROPEAN ORGANIZATION FOR NUCLEAR RESEARCH

Action to be taken Voting Procedure

SCIENTIFIC POLICY

COMMITTEE For Information th 268 Meeting - 13-14 September 2010 EUROPEAN STRATEGY

SESSION OF COUNCIL For Information - RESTRICTED 10th Session 17 September 2010

REPORT FROM EUROPEAN PARTICLE PHYSICS COMMUNICATION NETWORK

CERN/SPC/957 1 CERN-Council-S/069

1. Context The European Particle Physics Communication Network, EPPCN, established as part of the European Strategy for Particle Physics, meets twice a year and reports to the European Strategy Session of Council at its September meeting. Previous reports to Council have covered the establishment of the network and given reports on the network’s activities. This report covers matters arising from last year’s paper (CERN-Council-S/050), reports on activity, proposes an approach to multi-lingual communication from CERN, and discusses greater coordination with both ApPEC and the European Particle Physics Outreach Group (EPPOG).

2. Matters arising from last year’s paper Following the recommendation made by Council in September 2009, the AstroParticle ERA network, ASPERA, was invited to join EPPCN. Among its activities, ASPERA provides communication and outreach for ApPEC. Council had further recommended that the three Observers, Israel, Russia and Turkey that take part in the strategy session should be involved in EPPCN. Nominations for members for these States have not yet been received, and their seats remain vacant.

3. Activity report Communication of the start-up of the LHC on 10 September 2008 was designed to establish CERN and the LHC as globally recognized brands. This was the primary goal of CERN’s LHC communication plan in effect from 2004 to 2008. The success of this campaign has established a platform from which CERN can communicate its core scientific messages. The media coverage on and after First Beam Day was unprecedented, and has created a desire for information about the project through the repairs and restart. Media coverage also complimented CERN on its proactive and transparent approach to communication, likening the LHC to the NASA moon shots of the 1960s in terms of public impact, and saying that the strategy has made the LHC the most visible of current science projects.

Following the incident of 19 September 2008, CERN maintained its open approach to communication, publishing a regular LHC update on the CERN intranet and externally via CERN’s micro blog, www.twitter.com/cern. This approach served several strategic goals:

- Keeping the CERN community informed and preventing the spread of rumour; - Establishing CERN’s official communication channels as the authoritative source of information on the LHC; - Equipping members of the CERN community to answer questions from outside contacts; - Avoiding the potential for accusation of cover-up.

When the restart timetable became clear, the main news hook was determined to be First Physics, the first collisions at 7 TeV, and communication activity was planned accordingly. The major milestones to date have been covered as follows:

2 CERN/SPC/957 CERN-Council-S/069

First beam: press release on 20 November 2009. First low-energy collisions: press release on 23 November 2009. World record beam energy: press release on 30 November 2009. First data collection: press release on 18 December 2009. First Physics: media event on 30 March 2010. First results: press release on 26 July 2010.

The media activity on 30 March 2010, First Physics day, consisted of a live webcast coordinated from the CERN Control Centre and linking to the control rooms of the four major experiments. Key events in the day were also made available live to broadcasters around the world via the European Broadcasting Union. A press centre was established at CERN, and journalists attending were all given the opportunity to visit one or more of the experiments’ control rooms. Links with EPPCN and the global InterActions network of communications officers in particle physics laboratories were used to enable parallel events away from CERN.

The resulting coverage was global and positive. Key figures are given in the table below.

Metric Result Number of journalists at CERN 120 Number of simultaneous connections to 231 webcast from LHC institutes Number of computers accessing webcast 700 000 Number of mobile devices accessing webcast 3500 Number of visits to CERN website 205 000 (typical day = 10 000) Number of visits to CERN press office 154 000 (typical day = 2000) website Number of followers joining CERN’s twitter 30 000 (total followers on 5 September 2010: stream 185 000) Press cuttings on 30 March 2010 2500 TV broadcasts Over 800

Individual country reports, where provided, can be found in Annex 3. The start-up phase of the LHC has established a very strong platform for the communication of CERN’s key messages. Further evidence comes from the US-based Global Language Monitor, which produces an annual study of the most used words and phrases in Anglophone media. In 2009, LHC was the fourth most used name.

The challenge for CERN and particle physics communication now is to maintain the current level of interest. As pointed out by the German EPPCN delegate at the network’s spring meeting in DESY Zeuthen, a poem by Bertolt Brecht perfectly summarizes the current situation:

Die Mühen der Gebirge liegen hinter uns. Vor uns liegen die Mühen der Ebenen.

The troubles of the mountains lie behind us. Before us lie the troubles of the plains.

CERN/SPC/957 3 CERN-Council-S/069

The strategy adopted to confront this challenge is to identify and generate newsworthy stories from all areas of CERN activity to ensure an increased rate of media and public communication with respect to the level before the LHC start-up phase.

4. Multi-lingualism

The provision of Web-based, print1 and multi-media information in Member State languages other than English and French is a priority for the network. Following a study carried out by an intern on detachment from the German research ministry, BMBF, the network recommends that the following steps be implemented:

1. In order to improve its international visibility CERN should extend the set of languages supported for external communication to English, French, German, Italian and Spanish. 2. CERN's public web pages, print and multimedia material for communication and press releases should be made available in those five languages. 3. EPPCN proposes to appoint one language person per supported language working with the CERN communication group to coordinate the timely translation and validation of press releases and new material. The initial effort per newly supported language is estimated to be one FTE over half a year. 4. Member States not covered by this procedure are encouraged to define a national contact person to work in close contact with the CERN communication group and the EPPCN representative to coordinate the translation and validation of any material requested by the Member State. 5. EPPCN welcomes the creation of national web pages on the International Relations web site and proposes that EPPCN assist CERN’s International Relations Office in keeping this information up to date. 6. EPPCN encourages the creation of national web sites for CERN communication in the Member States. The visibility of all Member States would be guaranteed through links from CERN to the national web sites.

5. Coordination with ApPEC and EPPOG An ASPERA representative is now a permanent member of EPPCN, which will help the coordination of accelerator and non-accelerator physics communication. Furthermore, EPPCN and EPPOG now align their autumn meetings to allow common sessions. This was first done in 2009, when the two groups had one session of overlap to introduce themselves and identify potential areas of synergy. One such area has been identified as school-based cosmic ray experiments, and a full-day workshop on the subject will be held at CERN in October as part of the EPPCN/EPPOG joint session. The workshop is being organized jointly by ASPERA, EPPCN and EPPOG. Its objective is to add value to the many national projects

1 Annex 2 gives the current availability of CERN print documentation by language.

4 CERN/SPC/957 CERN-Council-S/069 by using EPPOG and EPPCN to network them. Recognising that the national projects use many different technologies, ranging from scintillator detectors (for example HiSPARC: http://www.hisparc.nl/) to pixel detectors (for example LUCID: http://www.thelangtonstarcentre.org/), the identification of common data formats will be a key issue.

6. Request to Council Council is invited to nominate: i) Language representatives for each Member State. For those languages identified as being important for CERN communication and not already covered by CERN (German, Italian, Spanish), an initial effort of one FTE for six months is needed to translate existing core communication material. This could be delivered over a longer period if necessary. Following this initial period, the situation will be evaluated and reviewed. ii) EPPCN delegates for those States with vacant seats: Bulgaria, Israel, Russia, and Turkey. Delegates should be professional science communicators.

CERN/SPC/957 5 CERN-Council-S/069

ANNEX 1: Network membership

Country Representative Austria Marianne Baumgart, OAW Belgium Paul Devuyst, Peter Graller Bulgaria Vacant Czech republic Leoš Kopecký, CAS Denmark Gertie Skaarup, NBI Finland Minna Merilainen, Helsinki University France Perrine Royole-Degieux, CNRS/IN2P3 Germany Thomas Naumann, DESY Nicholas Tracas, NTUA Hungary László Jéki, KFKI Israel Vacant Italy Eleonora Cossi, INFN Netherlands Vanessa Mexner, Gerjan Bobbink, Nikhef Norway Ingvil Bjornaes, Forskningsrådet Stanislaw Latek, National Atomic Energy Agency Portugal Pedro Abreu, LIP Russia Vacant Slovakia Jan Pisut, Comenius University, Spain Maria Chamizo-Llatas, CIEMAT; Miguel Ángel Sanchis, IFIC; Isidoro Garcia, IFIC Sweden Camilla Jakobsson, Vetenskapsrådet Switzerland Beat Gerber, ETHZ Turkey Vacant United Kingdom Peter Barratt, STFC ASPERA Arnaud Marsollier CERN/IN2P3 CERN James Gillies, Communication group

6 CERN/SPC/957 CERN-Council-S/069

ANNEX 2: Documentation The table below summarizes the current availability of CERN general public publications.

Title Language Publication Year General Information English CERN-Brochure-2010-002-Eng French CERN-Brochure-2010-002-Fre CERN Brochure English CERN-Brochure-2010-005-Eng Polish CERN-Brochure-2008-002-Pol Norwegian CERN-Brochure-2008-002-Nor Spanish CERN-Brochure-2008-002-Spa Catalan CERN-Brochure-2008-002-Cat French CERN-Brochure-2010-004-Fre German CERN-Brochure-2010-005-Ger Italian CERN-Brochure-2008-002-Ita LHC English CERN-Brochure-2010-006-Eng French CERN-Brochure-2010-006-Fre German CERN-Brochure-2008-003-Ger Greek CERN-Brochure-2006-002-Gre Italian CERN-Brochure-2008-003-Ita Catalan CERN-Brochure-2008-003-Cat Spanish CERN-Brochure-2008-003-Spa Swedish CERN-Brochure-2008-003-Swe Polish CERN-Brochure-2008-003-Pol Norwegian CERN-Brochure-2008-003-Nor ATLAS English CERN-Brochure-2007-001-Eng German CERN-Brochure-2007-001-Ger French CERN-Brochure-2007-001-Fre Polish CERN-Brochure-2007-001-Pol Spanish CERN-Brochure-2007-001-Spa Norwegian CERN-Brochure-2007-001-Nor Catalan CERN-Brochure-2007-001-Cat ATLAS ‘spin-off’ English CERN-Brochure-2006-004-Eng German CERN-Brochure-2009-009-Ger Technology Transfer French CERN-Brochure-2007-002-Fre English CERN-Brochure-2007-002-Eng Swedish CERN-Brochure-2007-002-Swe Polish CERN-Brochure-2007-002-Pol GRID French CERN-Brochure-2008-006-Fre English CERN-Brochure-2009-008-Eng Catalan CERN-Brochure-2008-006-Cat Polish CERN-Brochure-2006-006-Pol Spanish CERN-Brochure-2008-006-Spa CMS Greek CERN-Brochure -2006-007-Gre Italian CERN-Brochure -2009-002-Ital German CERN-Brochure -2006-007-Ger Polish CERN-Brochure-2008-011-Pol Catalan CERN-Brochure-2006-007-Cat

CERN/SPC/957 7 CERN-Council-S/069

Spanish CERN-Brochure-2008-011-Spa English CERN-Brochure-2009-002-Eng French CERN-Brochure-2009-002-Fre ALICE English CERN-Brochure-2008-012-Eng French CERN-Brochure-2008-012-Fre Norwegian CERN-Brochure-2008-012-Nor Italian CERN-Brochure-2008-012-Ita Polish CERN-Brochure-2008-012-Pol Spanish CERN-Brochure-2008-012-Spa LHCb German CERN-Brochure-2009-007-Ger Italian CERN-Brochure-2009-007-Ita Spanish CERN-Brochure-2008-005-Spa Catalan CERN-Brochure-2008-005-Cat Polish CERN-Brochure-2008-005-Pol English CERN-Brochure-2009-007-Eng French CERN-Brochure-2009-007-Fre LHCf English CERN-Brochure-2009-006-Eng Italian CERN-Brochure-2009-006-Ita Japanese CERN-Brochure-2009-006-Jap Environment English CERN-Brochure-2008-008-Eng French CERN-Brochure-2008-008-Fre Antimatter French CERN-Brochure-2009-001-Fre English CERN-Brochure-2009-001-Eng German CERN-Brochure-2009-001-Ger LHC: the guide English CERN-Brochure-2009-003-Eng Polish CERN-Brochure-2008-001-Pol Czech CERN-Brochure-2008-001-Cze French CERN-Brochure-2009-003-Fre German CERN-Brochure-2009-003-Ger ISOLDE English CERN-Brochure-2010-001-Eng

8 CERN/SPC/957 CERN-Council-S/069

ANNEX 3: Country reports

Austria: In Austria the LHC restart in November 2009 as well as the first 7 TeV collisions in March 2010 had excellent media coverage. The Austrian Institute of High Energy Physics (HEPHY) of the Austrian Academy of Sciences issued several press releases in cooperation with the Academy’s press office. The news was also published on the institute’s website. Austrian scientists at CERN and also in Austria gave interviews for newspapers as well as radio and TV stations. On 30 March 2010 the HEPHY organised an Open Day. Visitors had the opportunity to watch the live broadcast from CERN and to speak with scientists. The national press agency APA (Austria Press Agency) was very important in spreading information about CERN and the LHC. During March 2010 alone, the APA issued more than 20 releases (news and background information). The main Austrian newspapers reported about the LHC restart in November 2009 and the collisions in March 2010, some of them in big articles with interviews with physicists involved. First physics at the LHC was also a main topic several times in the news at the Austrian radio and TV. Also in March, the Austrian TV screened a documentary about particle physics and a round table discussion.

Belgium: No report received. Bulgaria: No report received. Czech Republic: No report received. Denmark: No report received. Finland: The LHC First Physics media event in Helsinki went very well with lots of people attending and lots of media visibility. The University of Helsinki issued one press release on 25 March, before the event, and another was issued just after collisions had occurred on 30 March at 14:47. Three TV-news crews (YLE FST5, MTV3 and Nelonen) and two radio reporters from YLE followed the event in Helsinki in addition to the local CMS group and faculty researches and students. The event was broadcast by least four TV-channels in Finland several times during the day: YLE 1 (Finnish); YLE FST5 (Swedish); MTV 4; Nelonen. At least one radio channel, YleX aired an interview with professor Jorma Tuominiemi. The news was reported in at least two major national newspapers Helsingin Sanomat (Finnish) and Hufvudstadsbladet (Swedish). At least seven newspapers and websites covered the news on the web, some with several updates during the progress of the day: Helsingin Sanomat; Hufvudstadsbladet; Iltalehti; Ilta-Sanomat; Satakunnan kansa; digitoday; It-viikko. Discussion in the social media on the web was very lively, both for and against the project.

CERN/SPC/957 9 CERN-Council-S/069

France: In the past French agencies working with CERN have benefited from the fact that CERN communication is conducted in French as well as in English. France also benefits from the fact the LHC is mostly located in France. However, France’s contribution to the LHC project has tended to be hidden behind the CERN name. Following the success of the media campaign for LHC first beam in 2008, the LHC project became better known by the general public and the media. CNRS/IN2P3 and CEA/Irfu considered that the media campaign for LHC first physics on 30 March 2010 was the right time to send out the message that French researchers all over France, who had participated in building the highly complex LHC detectors, would now start analyzing data. Accordingly, CNRS/IN2P3 built its strategy on coordinating local events all over France. Based on CERN’s press release, CNRS/IN2P3 and CEA/Irfu sent their own press release on 26 March with a list of about twenty French physicists and engineers ready to answer the media’s questions. Five CNRS/IN2P3 and CEA labs in Grenoble, Marseille, Nantes, Saclay and Strasbourg organized breakfast press briefings on 30 March, where the local press was invited to share the excitement of the events unfolding at CERN. In each of these labs, a live high-resolution webcast was shown to the press, thanks to CERN’s technical help. Despite the delay in achieving the first high-energy collisions, both physicists and press were very satisfied with the experience. Media were thankful for CERN’s openness throughout, even when things were not going smoothly. Other labs in France would have been interested to participate, but the schedule was too tight for them, with only one week’s notice. CNRS/IN2P3 also renewed its partnership with LCI.fr, TF1’s web information channel, which already covered both the LHC start-up and LHC inauguration in September and October 2008. LCI.fr rebroadcast the whole day. However, although CERN had put a big effort into preparing a French version of the interviews and commentaries, this version was only available via satellite feed and not via webcast. The availability of a French feed was apparently not clear enough to the media, many of whom took the English feed. The press coverage was substantial – though smaller than for the LHC’s first beam in 2008. All major national and local media reported on the event. CNRS, IN2P3 and CEA names or researchers were quoted in one third of the papers or broadcasts. Most of the French media that followed the event from the CERN pressroom, however, did not refer to French participation or funding agencies. The lhc-france.fr website had about 25 times the volume of visitors it has on a typical day. Germany: In Germany, media coverage of the LHC restart was overwhelming: all major TV stations covered the event in their news, and it was the title story of all major German newspapers, which often additionally reported in separate articles. DESY set up an extra flash server to broadcast the CERN HD video streams to all interested German institutes and invited the press to its CMS and ATLAS Remote Monitoring rooms at and Zeuthen. Similar press and public viewing events were organized by the MPI in Munich and at other places. The huge German interest in the LHC restart is also visible from the fact that the largest number of visits to the CERN web site from a single country came from Germany.

10 CERN/SPC/957 CERN-Council-S/069

Greece: Greek mass media extensively covered both the November 2009 restart of the LHC and first 7 TeV collisions in March 2010. All main newspapers as well as all national TV stations announced these events. The public TV sent a crew to cover the March event. The Greek EPPCN delegate contacted and briefed the journalist before the event, and put her in touch with Greek contacts at CERN. The live web cast from CERN was carried by the University of Thessaloniki’s web site. All CERN press releases are translated, appear in the Greek outreach page (http://www.physics.ntua.gr/POPPHYS) and are distributed among Greek journalists covering scientific matters. Media coverage was positive, with headlines including the following: (30/3/2010) “CERN breaks particle and records” (30/3/2010) “Historical record for science at CERN” (30/3/2010) “Power record for the collision at the Large Hadron Collider” EXPRESS (30/3/2010) “CERN hadron collider starts with success”

Hungary:

No report received. Italy:

As part of an awareness-raising campaign and to provide timely media information in Italian, INFN launched a new web site focused on the LHC and the Italian scientific community working on it: http://www.infn.it/lhcitalia. On 23 March 23, the date for the First 7 TeV collisions was announced to media through this site and by direct communication to media. Italy’s main , Ansa, started to referring to the web site as a valuable source of information, and as a result the number of media using the site grew. On 30 March 30, INFN covered the days events through regular updates of the lhcitalia web site. This increased the visibility of INFN, helped to strengthen the national dimension of an international scientific challenge and led to higher media coverage. As well as a representative of the INFN press office, several Italian media were at CERN on 30 March. No parallel event was scheduled in Rome due to the uncertainty in scheduling. However, some local INFN headquarters organised public events to which media were invited. Between 28 March and 2 April, nearly 70 press articles cited INFN and CERN. Others cited only CERN. First collisions went on the editions of the main newscasts. Rai Uno, Rai due, Rai Tre and Canale 5. Also the radios, both national and local demonstrated a lively interest in the news and interviewed many INFN researchers. The lhcitalia web site now has an average number of visitors of 500 to 650 per day. Between March 28 and April 2, it had over 5000 visits from 26 countries with 50% new users. Overall, the objective of wide media coverage and increased visibility for INFN and the Italian scientific community was achieved.

Netherlands:

The restart of the LHC generated a lot of media attention in the Netherlands. In order to facilitate a good flow of information to the media, the Nikhef communication office engaged in the activities outlined here. CERN press releases were translated, adding quotes from Dutch physicists and distributing them to Dutch media and research centres. Nikhef also announced the First Physics event to Dutch media at the same time as pointing journalists to CERN’s twitter feed. One Dutch journalist came to CERN for the First Physics day, while Nikhef hosted others and arranged interviews with Dutch scientists. The live broadcast from CERN was screened at Nikhef.

CERN/SPC/957 11 CERN-Council-S/069

The result is that all major milestones were covered extensively in print media, and were also discussed on radio and television. The First Physics day itself received very strong coverage including: -Television. The ‘NOS Journaal’, the Dutch national news broadcast, was present at Nikhef at the time of the collisions. They interviewed a Nikhef scientist (who commented the CERN broadcast), and filmed the excitement of Nikhef scientists during the last hour up to and including first collisions. This was turned into a major item in their main 8pm news. There was also an item in the evening news broadcast of one of the main commercial stations, including an interview with a Nikhef scientist in their studios. A very famous Dutch talk show (over a million viewers) invited two Nikhef PhD students together with a physics professor into their show on March 31 for an item of about 10 minutes -Radio. There were more than a dozen interviews with Dutch physicists in ten different radio programmes between March 29 and March 31 -Print media: Numerous articles were published in all major Dutch newspapers (both national and regional daily newspapers as well as weekly newspapers and journals)

Norway: The Research Council of Norway’s media service registered 80 clippings mentioning CERN during the period March 26-31. During a normal week it registers 0-4 clippings. All major media - TV, radio and print covered the event, along with numerous social media. The coverage was more scientific in tone compared to that at the time of the first beam in 2008. The term “Big Bang” was still very much in focus, but black holes were hardly mentioned. Poland: The PAA arranged for translation and distribution of CERN press releases to Polish research centres and media, and handled requests for interviews with scientists involved with the LHC. Scientists from University, the Institute for Nuclear Studies in Warsaw, the Institute of Nuclear Physics in Cracow and others gave interviews and comment on the start of the LHC physics programme. Information was provided to media about Polish participation in the LHC, mainly through the . Live transmission from CERN was carried by the Institute of Nuclear Physics in Cracow and Warsaw University. LHC First Physics was covered on 31 March by the main Polish newspapers including Gazeta Wyborcza, Rzeczpospolita, and Dziennik Polski. Polish Radio, TVN24 and local newspapers also carried interviews with Polish scientists at the LHC.

Portugal: Media were briefed about the First Physics day prior to 30 March. On the day itself, LIP and Ciência Viva organized live coverage of what was happening at CERN. The CERN webcast was rebroadcast, with commentary in Portuguese at the Pavilion of Knowledge (http://www.pavconhecimento.pt/). Leading Portuguese particle physicists, experimentalists and theoreticians, including researchers from ATLAS and CMS, were present throughout the day to provide comment on the events unfolding at CERN. Two scientists at CERN were interviewed via videoconference. The television company SIC, which carries the best-known Portuguese news channel, SIC/Noticias, was present for several hours during the day, and the Portuguese news agency also attended, reporting regularly. The CERN webcast was rebroadcast live through Ciência Viva TV, which received more than 3500 connections from different sites, many of them themselves rebroadcasting the feed from CERN. First Physics at the LHC was a major news item on all TV stations in prime time. Two two-page reports, one

12 CERN/SPC/957 CERN-Council-S/069 on the day and one the day after reporting the successful start were published in Publico – a newspaper of reference, while several one-page reports appeared in several other newspapers including the nationals Diário de Notícias and Jornal de Notícias. The news was also reported briefly on radio.

Slovak Republic: No report received. Spain: The main actions in Spain were: Coordination with the Spanish media accredited the day of media event at CERN (EFE, TVE, Antena 3, El Pais, El Mundo, Público, La Vanguardia, Plataforma SINC; translation and distribution of CERN press releases to Spanish research centres and Spanish media; management of local media interviews with Spanish scientists involved in LHC (scientists from the University of Santiago de Compostela, the Institute of Physics of Cantabria (IFCA), the Centre for Energy, Environment and Technology (CIEMAT), the Institute of Particle Physics (IFIC) and the University of Oviedo gave interviews); provision of information to media about Spanish participation in LHC; distribution of a summary of the Spanish participation through the EFE news agency; live broadcast of the media event by research organizations (the Institute of Physics of Cantabria and CIEMAT); announcement of the appointment of Teresa Rodrigo (IFCA) as chairman of the CMS Collaboration Board; distribution of information on the preparation before the start up of the LHC research program. The result was publication of news about LHC First Physics on 31 March in the main national newspapers including El Pais, El Mundo, ABC, La Razón, La Vanguardia, Público, AND, distribution by major news agencies: Europa Press and EFE, and interviews with scientists at the LHC on Spain's National Radio news, Spanish Television (La 2 Noticias), Onda Cero and others. Further details can be found at http://www.i- cpan.es/detalleNoticia.php?id=37.

Sweden:

The Swedish Research Council’s media service indicated over 100 articles mentioning CERN for the week of 30 March, compared to the normal rate of between 0 and 10 per week. New media such as blogs, twitter and web news in general, are becoming increasingly ubiquitous, and provided the fastest news coverage on the day of the event. The news coverage seemed to be mainly along the lines of major breakthrough / new energy record and congratulated the researchers on a successful event. Many also provided links to CERN as well as graphics and short facts about the LHC and its goals. Very few used the term “Big bang machine”, and while the possibility of LHC creating black holes were mentioned in a few pieces, it was very brief and balanced with a quote from CERN or a Swedish researcher putting the matter into perspective. Typical examples of the media exposure include: New media: “Space channel”, from the National space agency provides web-based information, pictures and videos related to space. They linked to the event from their blog http://www.rymdkanalen.se/blogg/2010/3/just-nu-webb-tv-fran-varldens-storsta- partikelaccelerator; Swedish TV’s news service for mobile phones http://mobil.svt.se/svt/jsp/Crosslink.jsp?d=27055&a=1945992; Web site for news on “gadgets”: http://prylkoll.se/large-hadron-collider-en-succe/; various blogs http://massasaker.wordpress.com/2008/10/27/cern-varldens-coolaste-plats/, http://victorsvedberg.se/2010/03/30/cern-krockar-partiklar-i-nara-ljusets-hastighet-och- moder-jordgaspar-at-korkade-fanatiker/,

CERN/SPC/957 13 CERN-Council-S/069 http://blog.moderna-myter.se/2008/03/kan-acceleratorn-omvandla-jorden-till.html, one April fool’s joke on CERN finding Higgs: http://blog.lindenfors.se/?p=2220. Print media: Göteborgsposten http://www.gp.se/nyheter/varlden/1.341702- partikelkollision-skapar-jubel; tabloid Aftonbladet: http://www.aftonbladet.se/nyheter/article6865078.ab; column in Ystads allehanda (one of the few mentioning “the god particle”) http://www3.ystadsallehanda.se/article/20100403/TEDIN/704039999/2137/OPINION/& /Sokandet-efter-Gud-nu-i-sin-slutfas; SvD interview with a Stockholm researcher http://www.svd.se/nyheter/inrikes/gudspartikeln-kanfa-sin-forklaring_4504137.svd; Allt om vetenskap (magazine on popular science) http://www.alltomvetenskap.se/nytt-rekord-vidcern. aspx?article=5949 Radio: foreign affairs and science news http://sverigesradio.se/sida/artikel.aspx?programid=3304&artikel=3595422, http://sverigesradio.se/sida/Artikel.aspx?ProgramId=406&artikel=3601832; humour show http://sverigesradio.se/sida/artikel.aspx?programid=2640&artikel=3596155 TV: state television SVT http://svtplay.se/v/1946822/genombrott_i_forskning_om_rymdens_ursprung; commercial channel TV4 (two items) http://www.nyhetskanalen.se/1.1577145/2010/04/03/nu_har_big_bang_maskinen_startat A number of universities and funding bodies such as the Swedish research council also published stories covering the event.

Switzerland: Switzerland reported strong coverage of the LHC restart and the recent conference in all media, attributing this partly to the fact that the seat of the Organization is on Swiss territory. Very effective for the spread of news from CERN has been the Swiss National News Agency, SDA, which installed in late 2008 a specific science news service, partly sponsored by the Swiss universities. CERN is an attractive visitors’ centre for people in the Western part of Switzerland, e.g. to experience the unique exhibition «Universe of Particles». But the population in the German and Italian speaking regions meets with two obstacles, the great distance and the foreign languages (French/English). Therefore it’s a great pity that other planned public relations activities such as exhibitions in public areas, educational material for schools or operating finally the new Swiss LHC website (www.swiss-lhc.ch) have been cancelled or deferred due to lack of available money and a deficient commitment from the Particle Physics Community. United Kingdom: STFC hosted a media event in on 30 March at UCL coordinated simultaneously with CERN. There was a live satellite feed from CERN as scientists prepared and attempted the first 7 TeV collisions. UK scientists involved with the LHC were available for interviews and talked about their involvement in the facility, what this milestone means for fundamental physics, what could be achieved during its operation, and how the machine will be upgraded further in the future to reach 14 TeV. The media take-up at the event itself was particularly low compared to previously, largely due to the UK media being well briefed on the LHC via continual updates and direct briefings from STFC and UK scientists. The coverage gained from the event was good and included all the major national and regional broadcast, print and online media.