2. Communicating Science to Policymakers Michael Holland House Committee on Science

3. Outline 1.Knowing Your Audience 2.Understanding Your Competitive Environment 3.Developing Your Brand 4.Developing Your Story

4. Research Program (Competitive) Agency (Corporate) Political (Macro) Know Your Audiences Society Disciplines Societal Demands Defense Energy Economic Security Health Environment Food/Water Discovery VALUE Scientific Opportunities AMO, bio, nano, NP, EPP, Astro cosmology MERIT

5. Colleagues in your field –includes program managers Scientists outside your field –includes other agency staff Science policy shops –OMB, OSTP, Authorizing Cmte. staff, Appropriations Cmte. Staff Non-scientists –most policy officials, politicians, personal office staff, and the public Audiences You’ll Encounter

6. White House Office (Homeland Security Council, Office of Faith-Based Initiatives, Freedom Corps) Office of Management & Budget (OMB) Office of the Vice President National Security Council (NSC) President’s Foreign Intelligence Advisory Board Council of Economic Advisors (CEA) Council of Environmental Quality (CEQ) US Trade Representative (USTR) Office of Administration Office of National Drug Control Policy Office of Science & Technology Policy (OSTP) Mix of detailees, career, political Primarily political staff Primarily career staff Domestic Policy Council Nat’l Economic Council Nat’l AIDS Policy Know Your Audience’s Role

7. Chemical Sciences u Analytical Chemistry u Atomic, Molecular & Optical u Chemical Kinetics u Chemical Physics u Catalysis u Combustion Dynamics u Electrochemistry u Heavy Element Chemistry u Interfacial Chemistry u Organometallic Chemistry u Photochemistry u Photosynthetic Mechanisms u Radiation Chemistry u Separations Science u Solar Energy Conversion u Theory, Modeling, & Simulation u Thermophysical Properties Particle & Nuclear Physics u High Energy and Particle Physics u Heavy Ion & Medium Energy Nuclear Physics u Accelerator and Detector R&D u Particle Astrophysics u Physics Theory Fusion Sciences  Experimental Plasma Physics  Theory, modeling, and simulation  Accelerator Physics  Plasma Diagnostics R&D  Specialized Materials Science  Tritium Science  Microwave Systems R&D  Integrated Fusion Systems Materials Sciences and Engineering u Catalysis u Ceramics u Condensed Matter Physics u Corrosion u Electronic Properties of Materials u Experimental Techniques & Instrument Devel. u Fluid Dynamics and Heat Flow u Intermetallic Alloys u Magnetism and Magnetic Materials u Materials Physics and Chemistry u Mechanical, Physical, and Structural Properties u Metallic Glasses u Metallurgy, Metal Forming, Welding & Joining u Nano- and Microsystems Engineering u Neutron and Photon Scattering u Nondestructive Evaluation u Photovoltaics u Polymer Science u Radiation Effects u Superconductivity u Surface Science u Synthesis and Processing Science u Theory, Modeling, & Computer SimulationGeosciences u Geochemistry of Mineral-fluid Interactions u Geophysical Interrogation of Earth’s Crust u Rock-fluid Dynamics u BiogeochemistryBiosciences u Natural Photosynthetic Mechanisms u Complex Hydrocarbons and Carbohydrates u Carbon Fixation and Carbon Energy Storage u Biochemistry, Biocatalysis, Bioenergetics, Biomolecular Materials, and Biophysics Life Sciences u Human Genome u Structural Biology u Microbial Genome u Low Dose Radiation Research u Functional Genomics u Human Subjects in Research u Structural Biology Facilities u Genome Instrumentation u Computational & Structural Biology Medical Sciences u Radiopharmaceutical Development u Boron Neutron Capture Therapy u Molecular Nuclear Medical Imaging u Imaging Gene Expression u Biomedical Engineering Environmental Sciences u Decade to Century Climate Modeling u Atmospheric Radiation Measurement (ARM) u Atmospheric Science & Chemistry u Carbon Cycle Research u Ocean Sciences u Ecosystem Function and Response u Information & Integration u Integrated Assessment of Climate Change u Bioremediation of Metals & Radionuclides u Environmental Molecular Sciences Lab Mathematics and Advanced Computing u Linear Algebra Libraries u Scientific Computing & Network Testbeds u Advanced Computer Science u Applied Mathematics u Advanced Computing Facilities u Advanced Computing Software My degree When I was at OMB…

8. When I was at OSTP….

9. Understanding Your Audience’s Opinions AAAS for R&D Budget Analysis www.aaas.org/spp/rd/ OSTP for Policy Direction www.ostp.gov OMB for Budget & PART Analyses www.whitehouse.gov/omb THOMAS for Appropriations Bills & Reports thomas.loc.gov FYI for the AIP Bulletin of Science Policy News http://www.aip.org/gov/

10. 4 Resource Management Offices (RMOs) DOE, NSF NASA, USDA USGS, EPA Smithsonian vs. National Parks, Forest Service, Army Corps, crop insurance, etc. Natural Resource Programs 6.1, 6.2, NNSA, VA vs. Army, Navy, Air Force, Marines, Intel, State Dept., etc. National Security Programs NIH, Ed vs. Social Security, Medicare, Medicaid, CDC, Student Loans, JobCorps, etc. Human Resource Programs NIST, NOAA DOT, DHS vs. Justice, Treasury, SBA, HUD, etc. General Government Programs Know Your Competitive Environment: White House OMB DIRECTOR

11. 10 Appropriation Subcommittees SC, FE, EERE, NE vs. NNSA, Army Corps Energy & Water 6.1, 6.2 vs. Army, Navy, Air Force, Marines, Weapons Systems Procurement, Intel Defense NIH, Ed vs. CDC, FDA, Student Loans, JobCorps, Dept. of Labor, etc. Labor/HHS NSF NASA, NIST, NOAA vs. Justice Commerce, Justice, Science Know Your Competitive Environment: Congress House Appropriations Committee

14. Brand Management Supporting Universities Curing Disease Space Exploration Supporting Industry

15. So, how does NASA use this image?

17. The Easiest Tale: DOE Suite of X-Ray Synchrotron Light Sources

18. Seitz-Eastman, 1984 Priorities Set NAS Study called for: –A 6 GeV synchrotron light source –An advanced steady state neutron source –A 1-2 GeV synchrotron light source –A high-intensity pulsed neutron source

19. Policy Developed In 1986, Director of Energy Research crafts a solution: –Relativistic Heavy Ion Collider (RHIC) –A 1-2 GeV synchrotron light source (ALS) –A 6 GeV synchrotron light source (APS) –An advanced steady state neutron source (ANS) A high-intensity pulsed neutron source (SNS) was eventually substituted

20. Producing Great Science

21. Demonstrating Productivity, Broad Impact SSRL, NSLS: pre-existing APS, ALS: “Trivelpiece Plan”

22. Birgeneau-Shen, 1997 ALS in trouble …With Systematic Evaluation Petroff report, 2000 ALS fixed

23. Examples Fusion Provide a science-driven program concept Quantum Universe Provide an accessible message

24. FESAC Priorities & Balance Fusion Energy Development ITER Performance Extension Proof of Principle Concept Exploration Advanced Stellarator Advanced Tokamak Spherical Torus Spheromak Cost

25. Macroscopic plasma behavior Multi-scale transport behavior Plasma boundary interfaces Waves and energetic particles Fusion engineering science High-energy density implosion physics FESAC Priorities Panel: A scientific and technical presentation of the program These questions now form the basis for a discussion of priorities, e.g., emphasize fusion engineering science after burning plasmas have been created and controlled You can explain how any machine will address these central challenges

26. HEPAP Long Range Plan: A Post – Mortem from Chairman Barry Barish’s presentation to the NAS EPP2010 Committee

27. DOE/NSF HEPAP Quantum Universe Report Asks for precisely the same things as The Science Ahead: The Way to Discovery. Ties EPP to the broader effort in discovery-oriented physical sciences, yet does not subordinate EPP to any other field Strong connection to Physics of the Universe and Astronomy and Astrophysics Advisory Committee (AAAC) activities Very well received in DC

28. Research Program (Competitive) Agency (Corporate) Political (Macro) Society Disciplines ?

29. DO tell a good story –Focus on the opportunities for discovery DO craft your message for the various audiences you’ll encounter. –Message must be self-consistent DO avoid jargon. DON’T dumb it down –Focus on relationships between ideas and measurement, don’t bury us in data slides DON’T sell your project by trashing the competitor’s DO beat up on us if you’ve got a concern. DO sell us good ideas. DON’T do both in the same meeting. –Focus on building a relationship, serving as a resource Summary

30. DO have a strategy. DON’T ask the question in DC if the answer might be “No.” Finally

31. Political Level (President, Congress) How does the science benefit society? (jobs, economy, defense,…) How does this alleviate/placate constituent concerns? (budget growth!) How has the program been managing and performing? What have we gotten for our investment to date? Agency Head/Department Secretary Level How does the agency mission address administration priorities? How does the science further the mission of the agency? How does the science impact or strengthen other programs or related activities across the Government? How has the program been managing and performing? What have we gotten for our investment to date? Program Level How does the program further agency mission and administration priorities? How does science advance the program’s objectives? How does the science impact or strengthen other programs or related activities across the Government? How has the program been managing and performing? What have we gotten for our investment to date? Project Level: Quality & Relevance Prepare for the “Obvious” Questions