Moving toward a Communications Moving toward a Communications PlanPlan

for American Magnetic Fusionfor American Magnetic Fusion

Fusion Power Associates Meeting December 5 – 6, 2012

Kitta MacPherson, Director of CommunicationsPrinceton Plasma Physics Laboratory

Purpose: A forum that would engage key fusion community stakeholders to develop a framework for a proactive, coordinated approach to the dissemination of information on DOE-funded magnetic fusion research activities

Held Sept. 12-13. Attended by more than 30 scientific and communications professionals. Princeton/PPPL, MIT, ORNL/U.S. ITER, General Atomics, LANL, fusion advocates including FPA, the wider physics community (TRIUMF) and industry (The Star-Ledger, PSE&G)

2012 Magnetic Fusion Communications Summit2012 Magnetic Fusion Communications Summit

Hired facilitator

Brought together scientists and communicators from community for a team approach

Attendees completed three worksheets in advance, including a SWOT analysis

Meeting ApproachMeeting Approach

Met for 1.5 days, engaged in group discussion, breakout sessions, attended presentations by Stewart Prager of PPPL and Tim Meyer of TRIUMF

Reached consensus on establishment of Action Group to develop Strategic Communications Plan

Description of Communications environment

Summary of Communications objectives

Listing of target audiences

Details of allies

Distillation of key messages

Compilation of Communications strategies

Outline of tactical considerations and next steps

Here is what report producedHere is what report produced

An understanding that scientific progress has been made

Inclusion on alternative energy “radar screen”

The promise of fusion

Need for enhanced domestic funding

Awareness that other countries investing heavily in own programs

Need for community to speak with one voice

Challenges – Areas where there is need for Challenges – Areas where there is need for further educationfurther education

Develop a common narrative and speak with one voice

Create a groundswell of appreciation for magnetic fusion research

Expand the value of plasma physics in the scientific community.

Communications ObjectivesCommunications Objectives

Scientific community, policy makers, environmental advocates, energy industry, general public

Target AudiencesTarget Audiences

Industry, University Fusion Associates, DOE, ITER, Fusion Power Associates, American Security Project, graduate students, APS-DPP, etc.

AlliesAllies

Key messages for magnetic fusionKey messages for magnetic fusion

1.Needed and warranted – central energy source for the world

2.Exciting -- produces important scientific and engineering breakthroughs

3.Feasible -- significant progress being made toward sustainable and scalable fusion reactions

4.Safe, clean, and green

5.Critical -- central to U.S. competitiveness in science, technology, innovation, industry, and energy independence

Also tailored messages for key constituencies: scientists, policymakers, environmentalists, energy industry, general public

Communications strategiesCommunications strategies

Develop a Communications strategy

Form nodes of influence and support

Use communications channels that are available, quick, and direct

Engage natural allies and fans

Prioritize efforts and outreach

Tactics / OutreachTactics / Outreach

Scientists: Includes direct contact with university departments; hosted roundtables; publications in broader literature such as Nature, Science, and Scientific American; and influential people such as Michio Kaku

Environmentalists: Includes specific organizations like Sierra Club; contact with outside proponents; preventing attacks through education

Energy community: Includes invitations to reactor studies; utility advisory committees; EPRI; and influential people like PSE&G CEO Ralph Izzo

General Public: Includes presentations on/in YouTube, textbooks, websites; Image campaign; Call to action; mobile apps

Next StepsNext Steps

Magnetic Fusion Communications Group (MFCG) formed: Kitta MacPherson (PPPL); Paul Rivenberg (MIT); Lisa Petrillo (GA), Mark Uhran (ORNL/U.S. ITER); Steve Dean (FPA); Mark Haynes

Regular teleconferences occur every two to three weeks with goal of developing plan by February, 2013. Each member has shared bulleted list of ideas about moving forward and what should be included in a Communications plan. Each is developing different tools and lists that will form elements of overall plan

MFCG to compose strategy/plan to be submitted for review by Magnetic Fusion Roundtable