Ocean Observatories Initiative: Education & Public Engagement
Ocean Observatories Initiative Communications Overview Kerry Beck SCAMPI Meeting Presentation...
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Transcript of Ocean Observatories Initiative Communications Overview Kerry Beck SCAMPI Meeting Presentation...
Ocean Observatories Initiative
Ocean Observatories InitiativeCommunications Overview
Kerry BeckSCAMPI Meeting PresentationConsortium for Ocean LeadershipMay 5, 2011
OOI Background• The Ocean Observatories Initiative (OOI), a project funded by the National Science Foundation, is
planned as a networked infrastructure of science-driven sensor systems to measure the physical,
chemical, geological and biological variables in the ocean and seafloor. The OOI will be one fully
integrated system collecting data on coastal, regional and global scales.
• OOI will put real time ocean observing data in the hands of a vast user community of
oceanographers, scientists and researchers, educators and the public.
• The OOI Program is managed and coordinated by the OOI Project Office at the
Consortium for Ocean Leadership, in Washington, D.C., and is responsible for construction and
initial operations of the OOI network.
• The OOI construction phase began in September 2009 with $386 Million.
OOI Design Elements
4 Global sites
3 Regional cabled sites in the NE Pacific
2 Coastal arrays: Mid-Atlantic Pioneer Array, PNW Endurance Array
Each scale incorporates mobile assets
Cyberinfrastructure: enables adaptive sampling, custom observatory view, collaborative analysis
Interfaces for education users
OOI Overarching Goals
OOI has two fundamental scientific and research
mandates that underpin its construction:
• Sustained delivery of high-quality data for two to three
decades
•Maintenance of the expandability of the infrastructure to
support new capabilities.
5
OOI Implementing Organizations
Four major Implementing Organizations (IOs) are responsible for construction and development of the program:• Woods Hole Oceanographic Institution with its partners,
Oregon State University and Scripps Institution of Oceanography, is responsible for the coastal and global moorings and their autonomous vehicles.
• The University of Washington is responsible for cabled seafloor systems and moorings.
• The University of California, San Diego, is implementing the cyberinfrastructure component.
• Rutgers, The State University of New Jersey, with its partners, University of Maine and Raytheon Mission Operations and Services, is responsible for the education and public engagement software infrastructure.
Test Deployments to Evaluate Designs
Example: In Shore Test Mooring 2 (ISTM2): March 2011 – July 2011
Horizontal Directional Drilling Progress, Pacific City, Oregon
Refreshed OOI Website
Refreshed OOI website launched April 15, 2011
www.oceanobservatories.org
Proactively tell a comprehensive, consistent OOI story to expand the reach of the OOI program and build
support in the scientific community and the public. Effort includes alignment of all OOI website postings
and social media tools to ensure consistent messaging and materials across the program.
• Post program updates, news releases, comprehensive landing page feature pieces and video on all aspects of the OOI
as well as compelling program-wide pieces to promote news events and demonstrate a united approach to the program.
• Site provides an opportunity to enhance both external and internal outreach. The site will be an open site and easily
navigated by the public and all those interested. The OI Observations section allows for OOI leadership positions and
comments to be posted in a timely manner. The News and Events section allows for timely posting on items of note. We
also intend to build a photo gallery highlighting key events and milestones.
• Site also will be home to variety of tools and updates useful for the outside community to include: rich geographical
content, easy access to program documents, graphics, interactive maps, program details pertaining to structure, research
themes, milestones, proposal processes, active links and specific calendar and site-specific information.
Long Term Communications Objectives• Educate and increase awareness among stakeholder groups and audiences about
the overall OOI program generating support from the scientific community and
general pubic.
• Establish a collaborative working relationship OOI Program Office communications
and IO communications to fully coordinate branding of the program and expand the
reach and scope of OOI media coverage and understanding.
• Integrate communications planning and activities into the full communications team
structure that includes joint work with communicators at the various IOs.
• Expand the base of support for the overall OOI program through a multi-layered and
coordinated communications outreach plan to include traditional media and
community outreach and integration of new social media tools to maximize reach.
• Develop best practices for positive media and community outreach as well as
guidance and response in potentially negative or crisis communications situations.
Potential Audience
• Washington, D.C.-based and national media (particularly those located at key
program and IO sites), environmental, educational, science-based media
• Scientific community
• Local community and media targets located across the program and in the locations
of the Implementing Organizations.
• NSF and other Government agencies
• Academic Community/Educators at all levels
• Local/State/Federal/State Elected Officials
• State/Local Elected Officials
• Public
• Civic/Community Organizations in program component locations
• Think Tanks/Third Parties
• Other Previously Untapped Supporters
OOI Communications Strategies• Reach Supporters: Build a coalition of supporters to include, media, elected officials, labor,
civic and community leaders, educators and other third party advocacy contacts for the OOI
program.
• Build Key Contacts: Facilitate key reporter contacts with leadership of the OOI Program and
IO spokespeople and experts to tell the overarching OOI story in a positive manner as well relay
all program news, progress and milestones.
• Maintain Unified Team Outreach: Establish a proactive media outreach team and schedule to
develop messages and conduct a range of press events and development of materials such as
feature pieces, position papers, blogs, op/eds and any other visual items for the website and
other uses.
• Expand Outreach Tool Kit: Utilize and expand all external tools including the OOI website,
press releases, outside blogs and other tactics to spread information to all constituencies as
well as provide agile and rapid response.
External Communications Tools and Tactics
• Targeted Media Engagements/Roundtables– Conduct media interviews and roundtables on all aspects of the program
in coordination with NSF and the IO communicators when timing is appropriate. Activities can increase in frequency as
program builds.
• News Releases/Photo Tours/News Features– Post all updates on program to OOI website at time of the event.
Establish refreshed OOI website as the “go to” place for program news. Provide timely program news coverage as well as
easy to understand background information .
• Conference/Trade Show Presence – Participate in major trade shows such as AGU, Oceans Conference and other
smaller opportunities at workshops, educational venues, etc., hold town halls when appropriate.
• Webcasts/Video Feeds – Utilize OOI website/other social media avenues to promote activities.
• Education Road Show /Community Outreach Events – Propose engagements with local educators to bring demos into
schools either virtually or provide in-person educational opportunities. For each event, conduct outreach to targeted media
covering education aspect of the program. Upcoming examples: Pacific City Cable Landing (July 2011) , New England
Pioneer Array Community Outreach Event (Sept. 2011)
• OOI Speakers – Provide OOI subject matter experts for a variety of forums to include major trade show presence as well
as educational outreach opportunities and town hall-type events.
• Third Party Engagement/Op-Eds- Build relationship with any Third Scientific/Educational Groups who would be willing to
pen Op/Eds for placement outlining the need and benefit of the OOI.
Internal Communications Tools and Tactics• FAQs: Develop and maintain an up-to-date and readily available Frequently Asked Question package that cover all
aspects of the OOI program so that all are working from the same page. This would include all key messages as well as
potential “hot” issues that the team needs to be aware of and directions to funnel specific queries directly to the NSF.
• Approval Coordination: Put in place collaborative processes and process documents that outline guidelines for approvals
of all external materials.
• Media Database: Maintain a comprehensive media database that can be expanded in time and allow each member of the
team to push positive news and events to a full group of interested parties to maximize overall OOI coverage and reach.
• Shared Team Workspace: Housed on Alfresco
• Updated Program FAQ and Brochures: Update and develop program collateral materials
• Subject Matter Directory: Develop list of key OOI program leaders and subject matter experts to act as spokespeople for
media engagements and other communications related activities.
• Media Interview Request Form: Form should be completed prior to media engagements on the OOI program.
• Photo Gallery: Develop a media gallery of photos and graphics that can be used for distribution and use among the team
as well as with the media and other appropriate outside users.
• Presentation/Talking Points: Develop speaking talking points, power point and other programmatic templates approved
for use/discussion with external audience. These can be shared with OOI leadership on a regular basis and housed in an
easy-access area such as Alfresco for all communicators.
OOI Communications Team MembersNSF:
• Cheryl Dybas, National Science Foundation Public Affairs, (202) 292-7734, [email protected]
Consortium for Ocean Leadership:
• Kerry G. Beck, Director of Communications, OOI Program , Office: 202 – 787-1685 or [email protected]
• Leslie Smith, Communications Intern, OOI Program Office, Office: 202 – 787-1613 or [email protected]
• Kristin Mellon, Communications Specialist, Consortium for Ocean Leadership, Office: 202 – 787-1644 or [email protected]
University of Washington:
• Nancy Penrose, Communications Coordinator OOI, Office: 206-221-5781 or [email protected]
• Sandra Hines, Assistant Director, UW News and Information, Office: (206) 685-2580 or [email protected]
• Alison Fundis, Education and Public Engagement, (206) 543-9653, [email protected]
Woods Hole Oceanographic Institution:
• Stephanie Murphy Manager of Public Information, Office: 508-289-2271 or [email protected]
• Danielle Fino, Web Communications Manager, [email protected]
Scripps Institution of Oceanography/University of California San Diego:
• Carolyn Keen, Cyber Infrastructure Project Communications Coordinator: (858) 822-3370, [email protected]
• Rob Monroe, Scripps Communications, [email protected]
California Institute for Telecommunications and Information Technology (Calit2) on the UCSD campus:
• Doug Ramsey, Director of Communications, [email protected]
• Tiffany Fox, Public Information Representative, [email protected]
Oregon State University:
• Craig Risien, Oregon State University, EPE liaison, [email protected]
• Linda Lamb, Oregon State University, Manager of Publishing and Outreach, [email protected]
Rutgers, The State University of New Jersey:
• Ken Branson, Rutgers Media Relations, (732) 932-7084 Ext. 633, [email protected]