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CERN/SPC/957 CERN-Council-S/069 Original: English 6 September 2010 ORGANISATION EUROPÉENNE POUR LA RECHERCHE NUCLÉAIRE CERNEUR

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CERN/SPC/957 CERN-Council-S/069 Original: English 6 September 2010 ORGANISATION EUROPÉENNE POUR LA RECHERCHE NUCLÉAIRE CERNEUR 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,
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