1. Getting the message across!
ACCOMPANYING VIP VISITORS TO CERN
19 OCTOBER 2004
Getting the message across!
“A High-Stakes Conversation”
Sudeshna Datta-Cockerill
CERN-HR-PMD

2. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
Science Lecture
A-Z
Points of Interest
Questions?
Follow up
Relaxed yet worthwhile!
“Painless”
Communication tips
RAPPORT
Prepare in advance!
Sudeshna Datta-Cockerill
Management & Communication Training

3. “ High-Stakes Conversation”
ACCOMPANYING VIP VISITORS TO CERN
and ……… Getting the message across!
“ High-Stakes Conversation”
A golden opportunity
…. Inform the world about our work
…. Gain greater interest & understanding for our projects
…. Encourage Governments to give continued support
… not to be missed!
Sudeshna Datta-Cockerill
Management & Communication Training

4. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
Format
4 - mat
Why? What?
Where How?
Else?
Sudeshna Datta-Cockerill
Management & Communication Training

5. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
Why?
Member State Interest
CERN Image
What is at stake!
What?
DG’s key messages
Interest of VIP
Lasting impression!
Where else?
HEP community
Underlying human values
- Template!
How?
Incite their curiosity
Hold their interest
Maintain rapport!
Sudeshna Datta-Cockerill
Management & Communication Training
Prepare in advance!

6. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
why?
Member State Interest
CERN Image
Knowledge & Spin-offs
Education
Return of investment
Prestige
Cutting edge of science & technology
World leader
Shared results between nations
Sudeshna Datta-Cockerill
Management & Communication Training
What is at stake?

7. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
what?
Country interests
DG’s key messages
Personal interests of VIP
Fundamental Research
Technology Transfer
Training Programmes
International Collaboration
Statistics? Contributions?
Key roles held by compatriots?
Quirky detail?
Hypothesis! ……… Guess?
Scientist?
Politician?
Royalty?
Sudeshna Datta-Cockerill
Management & Communication Training
Make a lasting impression!

8. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
Introduce yourself
Incite their curiosity
Hold their interest
Choose relevant examples
Call for action
Give it that extra touch!
how?
Maintain rapport!
Sudeshna Datta-Cockerill
Management & Communication Training

9. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
Theoretical Physicist?
“..work on ideas for experiments & the interpretation of their results..”
Experimental Physicist?
“.. design and test detectors and other equipment for experiments and analyse the data produced ..”
Accelerator Physicist?
“.. provide particle beams and run the most advanced accelerator technology in the world ..”
how?
Introduce yourself
examples
Sudeshna Datta-Cockerill
Management & Communication Training
Maintain rapport!

10. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
Speak of your own experience
Show your enthusiasm
Ask them what they want to know
Connect to their interest
Draw on their knowledge / experience
Hook their attention through questions
how?
Incite their curiosity
Sudeshna Datta-Cockerill
Management & Communication Training
Maintain rapport!

11. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
Keep to the essentials
Use concrete ‘sensory’ language
Bring in analogies
Adapt scientific content to their needs
Pause and ……. Listen!!!
how?
Hold their interest!
Sudeshna Datta-Cockerill
Management & Communication Training
Maintain rapport!

12. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
What is the purpose?
Why is it important?
How does it relate to them?
how?
Choose relevant examples!
Sudeshna Datta-Cockerill
Management & Communication Training
Maintain rapport!

13. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
how?
What do you want them to…
… do?
… think?
… decide?
Call for action!
Sudeshna Datta-Cockerill
Management & Communication Training
Maintain rapport!

14. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
how?
Make it personal!
What is the most…
unique,
wonderful
aspect of CERN life
…that you want them to share?
Give it that extra touch!
Sudeshna Datta-Cockerill
Management & Communication Training
Maintain rapport!

15. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
where
else?
HEP Community interests
Keep the field alive!
How will the day’s experience …
…be useful to them?
…be satisfying to you?
…bring long lasting effects?
Underlying Human Values
Human collaboration
Front edge knowledge
Beyond national frontiers
Information
Coaching
Template!
Sudeshna Datta-Cockerill
Management & Communication Training

16. ACCOMPANYING VIP VISITORS TO CERN and ……… Getting the message across!
“High- stakes conversation”
Why?
Unique, wonderful endeavour that is CERN, its underlying values
What?
Fundamental research at cutting edge - Technology transfer
Training programmes - International collaboration
How?
Maintain rapport–Make a lasting impression–Make it personal
Where else?
CERN today and …….. the “CERN” of tomorrow!
Sudeshna Datta-Cockerill
Management & Communication Training