First beam impact report James Gillies, CERN 9 March 2009

Methodology Context Working closely with the European Particle Physics Communication Network, EPPCN, and the InterAction network of communications officers in laboratories and funding agencies around the world, the CERN Communication group implemented a strategy of raising media awareness of the LHC beginning with the Organization’s 50th anniversary in 2004 and culminating with the LHC’s first beam on 10 September 2008. This report outlines the communications activities implemented for 10 September 2008, gives a global analysis of media impact with a country-specific breakdown where information exists, and concludes with lessons learned for future major media events. The primary objective of the 10 September media work was to establish CERN as a recognisable name, thereby building a platform for communicating the science of the LHC.

Methodology Media visits on site

Media event on 10 September Methodology Media event on 10 September

Media coverage on 10 September Methodology Media coverage on 10 September

Methodology Country reports Received – thanks! Czech Republic; Germany; Italy; Netherlands; Norway; Poland; Portugal; Spain; Sweden; Switzerland, United Kingdom. Please send short paragraph – or remind me if already done… Austria; Belgium; Bulgaria; Denmark; Finland; France; Greece; Hungary; Slovak Republic;

Draft report to be circulated to you soon. Methodology Conclusions Draft report to be circulated to you soon. EPPCN had a significant influence on the media impact of the LHC start-up on 10 September. The objective of establishing CERN and the LHC in popular culture has been achieved. This position is not without risk – larger media profile, larger target – brand management. The CERN webcast server capacity is insufficient for a major communication event such as this. In future, extra bandwidth will be needed for such events. Possible candidates are the first LHC collisions and first announcement of results. The dedicated high-quality webcast feed to partner institutes in the Member States failed in some cases. The Eurovision satellite signal was unreliable in The Netherlands and Greece.

Methodology Conclusions Despite these issues, the communication of the LHC start-up on 10 September achieved its objectives, providing a platform on which future communication of particle physics may build. EPPCN was an essential ingredient of this action, and will remain an invaluable tool for European particle physics communication in the future.