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

Organization  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 1.Live video/audio streams from the Control Room 2.LHC and CMS status pages 3.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 CERN (Meyrin) Lucas Taylor 26th EPPOG Meeting – Oslo April 2010 Media area / CMS visitors Some public monitoring screens TV and press (TV) setup area CMS Operations area Physicists doing first analysis, event images, plots

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

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

 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 CMS Centres Worldwide – unique to CMS 7 Very effective in the media event, e.g. CMS Helsinki : 4 TV stations 3 Radio Stations 19 news articles CMS Centre brochure:

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 …

 Lucas Taylor 26th EPPOG Meeting – Oslo April 2010First 7 TeV Collisions at CMS CMS TV – Live Content Delivered by URL 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.

Lucas Taylor 26th EPPOG Meeting – Oslo April First 7 TeV Collisions at CMS CMS-TV – Live Content Delivered by URL 1. Edit a list of arbitrary URLs and duration to display them 2. Watch resulting TV “channel” (URL) in a Web browser  E.g.  Press F11 for full screen (Firefox, Explorer,…) LHC Page 1 CMS DAQ Status … other pages … Management Interface TV Display

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

Lucas Taylor 26th EPPOG Meeting – Oslo April First 7 TeV Collisions at CMS

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) …

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CMS-TV – Live Content Delivered by URL  LHC and CMS Status Displays, Event Displays, etc.

Lucas Taylor 26th EPPOG Meeting – Oslo April 2010First 7 TeV Collisions at CMS Live Event Displays on Web  First events were shown simultaneously at P5, CERN and CMS Centres Worldwide (seconds after approval) P5 CMS Offline and prompt feedback groups Local disk iSpy Fireworks iSpy Fireworks Event Images (.png) Event Images (.png) CMS Local disk 42 CMS Centres Worldwide CMS Communications group CMS TV Web server CERN /IT (e.g. afs) Preferred route Possible route