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

2. Organization Prepare well in advance
Openness – give access to REAL people working
CMS 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.)

3. 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

4. CMS Centre @ CERN (Meyrin)
Lucas Taylor 26th EPPOG Meeting – Oslo April 2010
Lucas Taylor 26th EPPOG Meeting – Oslo 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

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

6. 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

7. CMS Centres Worldwide – unique to CMS7
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 Helsinki :
4 TV stations
3 Radio Stations
19 news articles
CMS Centre brochure:

8. Communications Methods
In-person
Media-savvy CMS interviewees in CMS Control Room (by phone), CMS 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 …

9. 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 April 2010
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.

10. 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 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.
Press F11 for full screen (Firefox, Explorer,…)
Management Interface
LHC Page 1
TV Display
CMS DAQ Status
… other pages …

11. 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

12. 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 …)

13. 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

14. 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
~ TV channels showing the event
~100 radio station interviews
~ 300 articles in major / local newspapers
!!!

15. Lucas Taylor 26th EPPOG Meeting – Oslo 16-17 April 201015
First 7 TeV Collisions at CMS

16. 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) …