Media Event for First 7 TeV Collisions at CMS Lucas Taylor, Fermilab

Organization Prepare well in advance Openness – give access to REAL people working CMS Centre @ CERN, where first collision data are analyzed, event displays and plots produced Easy access to key CMS physicists Only show REAL content – live video, physics displays No specific outreach displays (except photo banners) CERN webcast replays of older material created confusion Global philosophy – allow everybody to participate Live video/audio streams from the Control Room LHC and CMS status pages Live event displays of first collisions Prepare well in advance Plans, media training / tips for physicists, fact sheets, brochures … Technical systems (Web, video, public displays, etc.)

CMS Control Room (aka Point 5 or P5) in Cessy, France CMS shift personnel. No press CERN video team feeding into Webcast – interviews, etc. Dave Barney: Twitter, e-commentary (official blog), radio

CMS Centre @ CERN (Meyrin) Lucas Taylor 26th EPPOG Meeting – Oslo 16-17 April 2010 Lucas Taylor 26th EPPOG Meeting – Oslo 16-17 April 2010 CMS Operations area Physicists doing first analysis, event images, plots Media area / CMS visitors Some public monitoring screens TV and press (TV) setup area

Lucas Taylor 26th EPPOG Meeting – Oslo 16-17 April 2010 Collaborators at CERN Lucas Taylor 26th EPPOG Meeting – Oslo 16-17 April 2010 Joint CMS+ATLAS event at CERN (building 40) LHC Page 1 CMS Page 1 Event displays Video Webcast

CMS Centres Worldwide Rooms in Institutes that are focal points for CMS activities Physical co-location of students, postdocs, faculty to work together Virtual co-location -- video links to CERN and institutes CMS status &monitoring displays A natural place for outreach

CMS Centres Worldwide – unique to CMS 7 Big outreach multiplier – 42 (of 48) CMS Centres held events for students, VIPs, and media ( 12 capital cities) From a few 10s of people up to 150 people per CMS Centre Very effective in the media event, e.g. CMS Centre @ Helsinki : 4 TV stations 3 Radio Stations 19 news articles CMS Centre brochure: http://cern.ch/lucas-nice/cms-centre/WWW/cms-centres-worldwide.pdf

Communications Methods In-person Media-savvy CMS interviewees in CMS Control Room (by phone), CMS Centres@CERN and Worldwide, also by video Press conference at CERN (also webcast) Written information e-commentary (official blog), Twitter Press statement (21 languages) Live Video (Webcasts) from Control Room Most people watched combined CERN feed (switching between CCC, Press Conference and 4 experiments) Web Photos, event displays (images and animations) posted rapidly on Web and widely used by press Web-browser CMS-TV system used to easily deliver LHC Page 1, CMS status, Grid status, live event displays …

CMS TV – Live Content Delivered by URL First 7 TeV Collisions at CMS CMS TV – Live Content Delivered by URL Lucas Taylor 26th EPPOG Meeting – Oslo 16-17 April 2010 http://cmsdoc.cern.ch/cmscc/cmstv/cmstv.jsp?channel=1&frames=yes First 7 TeV events, recorded online, transferred offline, selected, reconstructed, and images produced and broadcast in < 3 minutes Live monitoring pages: LHC Page 1, etc.

CMS-TV – Live Content Delivered by URL First 7 TeV Collisions at CMS CMS-TV – Live Content Delivered by URL Lucas Taylor 26th EPPOG Meeting – Oslo 16-17 April 2010 10 Edit a list of arbitrary URLs and duration to display them Watch resulting TV “channel” (URL) in a Web browser E.g. http://cmsdoc.cern.ch/cmscc/cmstv/cmstv.jsp?channel=1 Press F11 for full screen (Firefox, Explorer,…) Management Interface LHC Page 1 TV Display CMS DAQ Status … other pages …

Media Participation At CERN: 110 Journalists from 69 media in 18 countries > 50 media organizations came to the CMS Centre, Meyrin Plus ~ 100 media organizations at CMS Centres Worldwide ! We met the media needs on many levels From: Iconic photo of event display with happy physicist with champagne To: long discussions of journalists and CMS experts See talk by Katie

Lessons Learned Openness Give everybody access to the REAL action and the REAL information (Webcasts, status displays, live events) … and have REAL physicists on hand to explain it Global philosophy Build systems for remote people from the outset (not as an afterthought): information, live displays, video on Web Exploit the (incredible) CMS human network to reach global / local communities and media, do translations, etc. Organization Plan in detail to understand all the issues … plan for the unexpected: ensure everybody understands their own role  self-organising team Technical Use professional systems and leave them running in production well before the event. Have backup solutions for all critical services (Web servers, video links …)

Some CERN numbers for the whole event > 2,200 news items published on March 30 > 800 news items broadcast using CERN footage Including Al Jazeera, ARD, Antena 3, BBC 1,2,world, TVN24, Globo, TF1, France2, France3, CNN (+ Asia, Arabic, Turkey), FOX, MSNBC, RTL 706 video clips from CERN ordered by 80 media outlets Including AFP, EFE, APTN, ARD, CNN, Discovery Channel, Globosat, LCI, Reuters, RTL, RTVE, Sky News, El Merucio, IDG News, Spiegel Online, Telegraph, Zoomin 700,000 distinct people watched the CERN Webcast CERN's public homepage recorded 205,000 visitors (unique IPs) from 185 countries CERN Twitter followers : 120,000 see Katie’s talk

Some CMS numbers for the event CMS-specific Webcast (Control Room)  181,000 hits Suspect they did not watch for long (compared to the CERN main Webcast) CMS Web site  24,000 distinct visitors CMS-TV live events followed by 17,000 people 1.6 million Web hits 4,000 CMS Twitter followers Additional coverage gained by CMS Centres Worldwide ~50-100 TV channels showing the event ~100 radio station interviews ~ 300 articles in major / local newspapers !!!

Lucas Taylor 26th EPPOG Meeting – Oslo 16-17 April 2010 15 First 7 TeV Collisions at CMS

All looks (and is. ) great … but can we do better All looks (and is!) great … but can we do better? How do we measure success? Do our messages & communications methods meet the goals ? …. and are the goals well-enough defined? Inspiring and informing children and adults Influencing policymakers – governments … [ Given limited resources ] how can we measure the effectiveness of various outreach activities ? We set goals, assess performance, continuously improve …but what metrics to use? Which is better 7 million viewers of 1 minute interview on BBC TV News? 50,000 people read a ½-page NY Times article? 8,000 high school students visit the CMS Control room? Should we be seeking more external help ? Reviews ? Agencies, other scientific organizations, industry (advertising / marketing) …