Transcript PR Challenge - Green Bank Telescope

PR Challenge
How can we effectively communicate the
importance of what we do?
Main Goal: To increase appreciation for NRAO-Green
Bank locally, regionally, nationally.
• apply different messages, strategies for different
audiences.
• secondary goals (stable funding, community
support, scientific literacy) will follow
The survey said… (n=54)
not important
Who is our audience?
not too important
neutral
somewhat important
very important
Government officials and NSF
Recognition within the NRAO
People of state and region
National public awareness
Gaining astro community
acceptance
University partnerships
new users (grad students) to the
GBT.
0
10
20
30
40
NRAO/AUI/NSF Percent
50
60
70
2
strongly disagree
Current Message
somewhat disagree
neutral
somewhat agree
Radio Astronomy has created transformational
new knowledge.
strongly agree
The Green Bank Observatory provides major
economic benefits to the local community.
Radio Astronomy is a waste of tax-payer
dollars.
The biggest steerable dish in the world is in
Green Bank, WV.
NRAO limits my lifestyle (cell phones,
microwaves etc.)
Spin-offs that benefit society come from
creating new technologies for radio astronomy.
Radio Telescopes are cool.
Public money spent to operate the GB would
be better spent elsewhere right now.
Radio Astronomy is Astronomy.
Pure research on the nature of the universe is a
valuable pursuit.
0
5
10
15
25
20
30
35
40
45
50
percent
NRAO/AUI/NSF
3
strongly disagree
somewhat disagree
neutral
somewhat agree
strongly agree
What Should our Message be?
Radio Astronomy has created transf. new
knowledge.
GB provides major economic benefits.
Radio Astronomy. is a waste of tax-payer
dollars.
Biggest steerable dish in the world is in
GB
NRAO limits my lifestyle (cell phones,
etc.)
Spin-offs that benefit society come from
Radio Astronomy
Radio Telescopes are cool.
Public money better spent elsewhere.
Radio Astronomy is Astronomy.
Pure research is valuable.
0
10
20
30
40
50
60
70
80
90
percent
NRAO/AUI/NSF
4
No!
PR Activities
Nah
Neutral
Ok
Yes!
Overhaul our Website.
Teach some classes via the Community College System
Invite NSF and AUI to visit us.
Professional workshops to promote radio astronomy in the university curriculum.
Mass market movie or music video, etc. with GBT in it.
Events in Green Bank for state and national politicians.
Open house events for public at the Observatory
Exhibits at county and state fairs.
Give more public lectures in the communities around us.
A PBS movie on the GBT.
v
Press releases to regional and national newspapers.
Webcast shows to the Clay Center in the State Capitol.
0
10
20
30
40
50
60
70
Percent
NRAO/AUI/NSF
5
80
… good to the last drop
Virginia…
… I can’t believe I ate the whole thing.
Brylcream…
…NRAO???
Task No. 1
Brand Development ( PR team, PR firm)
• Name
– No More “NRAO”! Hard to say (NARO), acronym doesn’t say who we
are. “Green Bank Observatory” is nice.
• Slogan(s)
– “Come to the Quiet Zone. No Cell Phones. All Nature.”
– “GBT- the Mountain Ear”
– “Tune in to the Universe.”
– “Turning data into knowledge for 50 years”.
• Logo
• Develop these, and use these everywhere! Letter head,
brochures, web, phone messages, press releases, signs,
magnetic signs on AUI cars, etc. Enforce consistency.
Time to complete: < 6 months , will require outside expertise. (PR firm)
NRAO/AUI/NSF
7
Task Number 2
Develop PR Plan
(PR team):
•Spans multi-year period
•Most value for reasonable effort
•Evaluation plan (value is hard to assess though)
• Increased requests for materials
• Visitation increases
• people stop calling us NARO
• Increased web traffic
• includes staff training?
Time to complete: < 6 months , will require outside expertise. (PR firm)
NRAO/AUI/NSF
8
Target Audience
Audience
Size
Strategies
Benefit
Stakeholders
Small
1. Face-to-face
2. Direct mail
Just one fan at NSF
is very valuable =
stable funding.
Astronomical
community
Small
1. Face-to-face
2. Direct mail
3. E-strategies
1. More users
2. More support for
NRAO
3. collaborations
Regional/local
public
Medium
1. Events
2. Regional media
Press
Radio
TV?
1. Trickle out effect
2. improved
community support
3. more visitors
National public
Large
Press
Radio
TV/Film
Outreach projects
1. Numbers reached
are large.
NRAO/AUI/NSF
9
Task No. 3
Marshal our resources and Reduce, Reuse, Recycle
what we’re already doing.
•Define useable materials (Quarterly reports,
newsletter articles, exhibit text and graphics,
press releases, etc)
•Modify for particular audiences and re-use .
Time to complete: Ongoing.
NRAO/AUI/NSF
10
Green Bank
Resources
Graphics, brand, slogan
Brochures,
lithographs, etc.
Interviews (MRA)
Cosmic Radio Show
Talk slides
GBT abstracts
Quarterly report
Podcasts
Central
repository for
easy access
Newsletter articles
Monthly
newspaper column
Website content
Updates to
stakeholders
Press releases
Exhibits
Graphics
NRAO/AUI/NSF
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Task No. 4:
Develop PR Plan and Schedule (Div heads, PR team)
Audie nce
NSF
Congress
Tas k
When
Who
DC v isit
direct mail
email alerts
bi-annually management
quarterly
As needed
M ess age, Exam ple s
We are a worthwhile investment
Astronomy
AAS-- do more to promote GBT
Colloquia
Community/Region
open house
direct mail
local newspaper articles
regional newpaper series
radio sponsorships
State science f air prize
local science f air prize
astronomy week/engineering
week outreach to schools
Mountain Radio Astronomy
tourism adv ertising
scientif ic staf f
once/y ear
as needed
of ten
monthly
can v ary
annually
annually
once/y ear
Sue Ann, staf f
Cara, EPO/PR team
all staf f
Sue Ann and Bob
monthly
Sue Ann
Cara
weekly
AMR/Sue Ann et al
staf f , WV Film Of f ice
scientif ic staf f , PIO, contractor
EPO staf f , v olunteers
contractor, NSF f unds
hire someone, or contractor
?
technical staf f , one person to organize
National public
Cosmic Radio Show?
PBS Documentary
press releases
Nav igators program
trav eling exhibits
web site
Horn in on GLAST
6/y ear
EG: GBT updates f rom quarterly reports,
ev ent inv itations
you can do great science
EG: mini workshops, oral block of talks
We are a great local and state resource
community relations, science , f amily f un
EG: Christmas Card, ev ent announcements
claim credit f or internships, donations to community , etc!
monthly column with GBT news, night sky phenomena, etc.
Star Date: both local and State pub radio
demos activ ities in local classrooms, or inv ite local students
here
NRAO promotes fore-front science that is really cool.
Needs to be promoted!
long shot, but worth inv estigating.
to museums around the country - 3/y ear x 5 y ears
prov ide a data product that will be usef ul to GLAST scientists
ride NASA media coat-tail
Time to complete: < 6 months
NRAO/AUI/NSF
12
Task # 5
Implement the plan
and…
Repeat, repeat, repeat
NRAO/AUI/NSF
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