FCC Communication Strategy and Architecture - CERN · FCC-GOV-PLN-0001 1536716 0.6 IN WORK Page 8 of 26 4.3!Tagline The tagline flows from the mission and positioning statements,

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PLAN

Communication Strategy

WBS PATH

[Work Breakdown Structure Node Identifier]

ABSTRACT:

This document establishes a coherent communications architecture for the study, and puts in place strong networking between partners by commitment of the executive management of the FCC study and the EuroCirCol project. The purpose of this communications strategy is to foster understanding of the study goals and scope. The communications plan based on this strategy can thereby generate political, societal and ultimately financial support for the study and associated R&D programs and support extending the work programme into a following preparatory programme. This plan helps ensuring that FCC/EuroCirCol will be adequately presented to achieve its strategic goals.

AUTHORS: REVIEWERS: APPROVAL:

P. Charitos J. Gillies

J. Gutleber C. Welsch

FCC Coordination Group EuroCirCol Coordination Group

M. Benedikt F. Zimmermann

EXTERNAL REFERENCES:

FCC-1502250000-JGI DISTRIBUTION LIST:

fcc-coordination-group, eurocircol-ecc-members, European Commission via H2020 Participant Ports, public on FCC/EuroCirCol website

REFERENCE EDMS NO. REV. VALIDITY

FCC-GOV-PLN-0001 1536716 0.6 IN WORK

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Creation by James Gillies (JGI) Revised by JGU and JGI as preparation for FCC Week 2015 Updated by JGI and JGU after FCC Week 2015 Updated by JGU and JGU after meeting with M. Benedikt, delegate from UNILIV, CERN EU office Provided by JGU in order to finalize with UNILIV and CERN CO Group Revised by JGI, JGU, PCH Preparation of version for approval by JGU



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TABLE OF CONTENTS 1. Introduction ......................................................................................................... 4 2. Purpose ............................................................................................................... 5 3. Scope ................................................................................................................. 5 4. Communications Architecture ................................................................................. 6

4.1 Mission Statement ............................................................................................ 6 4.2 Architecture ..................................................................................................... 7 4.3 Tagline ............................................................................................................ 8 4.4 Positioning of Individual Projects within the FCC Programme ................................... 8 4.5 Key Messages by Theme .................................................................................... 9

5. Target Audiences ................................................................................................ 11 6. Temporal Aspects ............................................................................................... 17 7. Activities and Channels ........................................................................................ 18 8. Organization, Roles and Responsibilities ................................................................. 21

8.1 Responsibilities ............................................................................................... 21 8.2 Communications Network ................................................................................ 22 8.3 Individual Roles .............................................................................................. 23

9. Resources .......................................................................................................... 23 10. EuroCirCol Communication Plan ............................................................................ 25 11. Quality Management Systems and Processes .......................................................... 26 12. Communications Actions ...................................................................................... 26



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1. Introduction The Future Circular Colliders (FCC) study, hosted by CERN, has been initiated as a direct response to the high-priority recommendation of the updated European Strategy for Particle

Physics, published in 20131:

“CERN should undertake design studies for accelerator projects in a global context, with emphasis on proton-proton and electron-positron high-energy frontier machines. These design studies should be coupled to a vigorous accelerator R&D programme, including high-field magnets and high-gradient accelerating structures, in collaboration with national institutes, laboratories and universities worldwide.”

Launched in 2014, the continuously expanding FCC study collaboration federates in October 2015, 63 institutions from 23 countries around the world studying options for hadron-hadron, lepton-lepton colliders and hadron-lepton integration scenarios along with corresponding studies of physics cases and experiment concepts for each option. The study is scheduled to run at least until 2019, coinciding with the duration of the EuroCirCol Horizon 2020 project.

The study’s major deliverable is a Conceptual Design Report (CDR) as the first stage of an R&D effort that could lead to a next generation large-scale particle physics research infrastructure on a timescale of 20 to 30 years. The study is not site specific, it focuses on the technology feasibility assessment, cost estimates, organisational aspects and on the physics goals of such a project. The reason that such a study is needed now is the significant R&D lead time for the required technologies required for such frontier machines. By comparison, the option of a hadron collider in the tunnel of the Large Electron Positron Collider (LEP) at CERN was first mentioned by former CERN director general Sir John Adams2 who, in 1977, suggesting that a potential LEP tunnel should be made wide enough to accommodate a superconducting proton collider of above 3 TeV beam energy3. In 1984, CERN and the European Committee for Future Accelerators (ECFA) held a workshop in Lausanne discussing the “Large Hadron Collider in the LEP Tunnel”; that event marks the first official recognition of the LHC concept. Prototyping began in the mid-1980s. The project was approved in 1994, and the collider was operational in 2009, pointing to a required planning to realization time span of about 25 years. Despite the fast implementation pace, there was a gap of nine years between the closure of CERN’s previous flagship facility and the LHC.

The communication challenge for the FCC study is manifold:

• Diverse expectations of stakeholders, particularly concerning the timescale of such a project, must be managed,

• different collider options and sciences cases within the FCC study exist and

• a coherent, world-wide community with one common vision needs yet to form,

1 http://council.web.cern.ch/council/en/EuropeanStrategy/esc-e-106.pdf 2 G. Brianti, in CERN Accelerator School: 50 years of Synchrotrons, CERN, Switzerland, 1996, p. 29 3 C. Llewellyn-Smith, Phil. Trans. Roy. Soc. Lond. A 370, 995–1004 (2012)



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• circular collider scenarios need to be positioned among other technologies such as

linear colliders, developments in plasma wakefield 4 acceleration and a determined

national circular collider initiative in China5.

• A convincing case, whether based on science cases, technological advancement or economic impact needs to be formulated as a focused means of advocating the construction of such a mega-project.

Articles in the press (The Economist6, Livescience7) are already questioning the need for larger

colliders. Finally, there is the need to reconcile globally coordinated communication with the individual communication needs of each FCC collaborating institute. This is not a new challenge in the world of particle physics, and is addressed in part by the existence of formal networks of particle physics communicators, one for major labs and funding agencies globally, the

InterActions8 collaboration, and another for CERN Member States, the European Particle Physics

Communication Network (EPPCN). The InterActions collaboration is a natural partner for the FCC study. In addition, the project will require a global communications plan valid for all collaborating institutes, which can be cascaded down to individual plans for each institute. That is the subject of this document.

2. Purpose The purpose of the FCC communications plan is to foster common understanding of the FCC study goals, to scope and thereby to generate political, societal and ultimately financial support for the study, required R&D programs and to eventually extend the study into a preparatory project. The strategy is to achieve this by establishing a clear communications architecture for the study, and by putting in place strong networking between members of the collaboration.

3. Scope This communication strategy and plan applies to the FCC core study and all dependent projects, e.g. the EuroCirCol H2020 study and any planned or upcoming national or international study projects that are part of the FCC study scope.

4 Nature 515(7525), http://www.nature.com/nature/journal/v515/n7525/full/nature13882.html 5 http://cepc.ihep.ac.cn 6 http://www.economist.com/news/science-and-technology/21641135-accelerators-are-getting-bigger-and-

more-expensive-there-may-be-way-make 7 http://www.livescience.com/48621-wakefield-plasma-particle-accelerator.html 8 www.interactions.org



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4. Communications Architecture

4.1 Mission Statement

The foundation of any effective communications strategy is a clear and concise mission statement. From it the project’s positioning, strategic themes and messages can be developed to tie in to story angles that are then used in all communications activities. The mission statement is as concise as possible while encapsulating the project mission in a way that is unique to the project.

The following mission statements shall be at the core of any communication:

1 Physics

“To prepare the ground for humankind’s deepening exploration of our Universe through developing opportunities for New Physics breakthroughs.”

2 Innovation “To advance innovative technologies beyond state-of-the-art.”

3 Collaboration “To forge a globally coordinated strategy of converging activities for frontier circular particle colliders.”



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4.2 Architecture

This approach leads to a communications architecture, represented graphically in the following image:

The mission statement and positioning form the foundation for all public communications within the study and to the outside.

Every professional conversation that study participants engage with about the project shall include the following strategic themes:

1. Physics,

2. innovation and

3. collaboration

They are not limited to be the basis for structured communications tools, such as websites and brochures, but shall appear in all oral and written communications.



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4.3 Tagline

The tagline flows from the mission and positioning statements, and shall be incorporated into the project’s visual identity wherever and whenever possible.

1 Primary A key to New Physics

2 Secondary Shaping Realities:

from Science fiction to Science fact

4.4 Positioning of Individual Projects within the FCC Programme

The FCC study embraces an ever growing number of separately funded R&D projects. Those projects have individual organization structures and brand names as required by the funding agencies. Notwithstanding, they are true subsets of the overall FCC work plan. This communication architecture and strategy applies fully to such projects.

The FCC office team coordinates communication and outreach activities of all FCC projects, including separately funded activities. This is to ensure that all activities implement the communication strategy and architecture outlined in this plan.

Projects need to clearly communicate that their efforts are products of the overall FCC study goals and scope and that their accomplishments serve the progress of the overall FCC study.

Individual logos and brand names can be used. There shall always be an unambiguous reference to the FCC overall study and an explanation, how the project is positioned within the FCC study.

This also binds the FCC study to acknowledge any achievements resulting from activities of an individual project.

Consequently, the following disclaimers shall be used where appropriate:

Use by project This project and its achievements are part of the world-wide Future Circular Collider study hosted by CERN.

Use by FCC study These activities and its achievements have been carried out in the scope of the [NAME] project, which is part of the world-wide Future Circular Collider study hosted by CERN.



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4.5 Key Messages by Theme

All communication is based on storytelling, backed up by proof points, and tailored to specific audiences and stakeholder groups. The table below gives examples of possible key messages linked to each theme in the figure above, backed up by proof points.

Key message Example proof point Innovation and Technology: Breaking through energy and intensity frontiers requires technological breakthroughs

Mere scaling up and scaling out of known technologies (LHC, Tevatron, and similar machines) is economically and from availability perspectives not sustainable. Breakthroughs within credible time-‐scales are needed. These advancements will stimulate societal and industrial progress and will lead to a credible machine concept for which funding can be justified.

Develop new technologies to expand the frontiers of human knowledge.

The global field of particle physics has a track record spanning 85 years of developing increasingly powerful particle accelerators9, each of which has made significant contributions to the sum of human knowledge.

Stimulate innovation by industry Surveys of companies involved with accelerator technology have shown that significant new business results from collaborative R&D with the particle physics community. Finally, CERN as a world-‐wide cooperation of nations is a well-‐known brand, which industrial partners’ value10.

Stimulate innovation for society’s benefit

Technologies developed for the LHC have already found applications in fields as diverse as solar energy, medical imaging and industrial control systems.

Added value of advanced training for society and economy

The in-‐field training of persons at ICSED11 levels 3 to 6 in advanced technologies, management, international law, social sciences and other fields related to large-‐scale physics projects can be quantified and turns out to be a net revenue for society and industry. For certain very advanced technologies, which are too risky for industry to invest in, FCC engages in fundamental research and engages in training of experts to assess how the knowledge can be transferred to future commodity technologies.

Counteract skill-‐drain Elementary particle physics research requires a continuation of practically skilled scientists and engineers, with qualification above the state-‐of-‐the-‐art levels. Today’s knowledge is confined into a too small amount of people with a high risk of getting lost in case of a next generation continuing and extending that knowledge.

9 http://en.wikipedia.org/wiki/List_of_accelerators_in_particle_physics 10 Example: http://blog.citigroup.com/2015/04/using-data-to-unveil-the-mysteries-of-the-universe 11 http://www.uis.unesco.org/Education/Pages/international-standard-classification-of-education.aspx



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Key message Example proof point Physics frontiers: Pave the way to significant new discoveries (“A key to New Physics”)

Results from the LHC and other experiments over the coming years are likely to point to the value of exploring energy scales which are inaccessible with today’s technology.

Complementary technical designs (linear and circular colliders, lepton and proton machines) at comparable levels are needed now to ensure continuity in the field

R&D, large-‐scale technical developments at industrial scale and construction is estimated to require over 20 years, comparable to the operational lifetime of the LHC. Sufficient transition time from LHC operation to commissioning and physics operation of another large-‐scale machine needs to be allocated.

Global collaboration: Give a strong example of what can be achieved when people from around the world work together.

The number of institutions involved with the study is already significant and is ever growing. Emerging economies in South America, Middle East, Asia, Australia and potentially also Africa are key targets for future, common research and technological development.

Attract young people to science and give them a vision and opportunity to shape the future

Particle physics is a field of research that satisfies the basic human desire to understand the universe we live in. The profile of CERN and the LHC is a testimony to this.

Promote the cause of diversity in science

A gender equality working group has been included in the FCC study’s organizational structures.

Increase focus and coherence of the particle physics community world-‐wide

Economically challenging times call for a world-‐wide coordinated strategy of converging activities to come to a coherent particle physics community, which is able to work jointly towards a common next goal. It is assumed that only one large-‐scale research infrastructure will be sustainable to break through the current energy frontier within the 21st century.



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5. Target Audiences The study must address a number of key target audiences. Communication with each of these should be based on targeted messaging with a clear objective, channeled through appropriate means, and evaluated through specific key performance indicators (KPIs). The table below, which is non-exhaustive, gives examples of this.

FCC Community

Definition Institutes and individuals involved in the FCC study

Objective To inform about scope and goals of the study.

To develop a sense of a single community with a common goal.

To promote a sense of “project” ownership among the participating national organisations, developing consciousness for their strengths and being able to communicate achievements within their countries.

To ensure coherence of messaging to other stakeholder groups.

Messages The FCC study is a globally integrated, multi-‐faceted project whose aim is to develop the grounds for a sustainable future of high-‐energy particle physics, from a scientific, technological and financial perspective.

KPI Metrics on take up of internal communication tools such as intranet, or the publication of a newsletter.

The FCC main webpage providing information for different audiences.

Media and social media monitoring.

Overview of key contributions and key competences of each participant in yearly reports.

Overview of key persons contributing to science, engineering, management and societal aspects in FCC/EuroCirCol and their achievements in yearly reports.



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High energy physics community

Definition Physicists and institutes that have an interest in the future of particle physics.

Objective To promote understanding of the position of the FCC study in the future landscape of particle physics.

To ensure coherency of messaging from the broader particle physics community.

Messages The different FCC collider scenarios are essential elements of the particle physics landscape, helping to ensure that a range of options are available whatever the physics needs may be.

KPI Media and social media monitoring.

Monitoring of participation in FCC events.

Science & Technology decision makers and opinion leaders

Definition Representatives of funding agencies, key commentators on science.

Objective To develop a positive attitude towards the FCC initiative.

To create an awareness of the societal and economic benefits of particle-‐physics endeavors.

Messages A new Research Infrastructure generates jobs, has high training value next generation leading engineers and executives, leads to large-‐scale industrial contracts stimulating the economy and the knowledge can be transferred to commodity products and services.

The global particle physics community is behaving in a responsible manner by coordinating globally, and by working to optimise cost vs. performance for future facilities.

The global particle physics community is preparing an exciting future of discovery.

KPI Positive public comments.

Monitoring of participation of decision makers and opinion leader in FCC events.



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Media representatives

Definition The global science and non-‐specialist media.

Objective To manage expectations concerning the goals of the study (we are not building a machine!).

To foster excitement about the future of particle physics.

To create an awareness of the societal and economic benefits of particle-‐physics endeavours.

To position the FCC machine technologies, their capabilities and merits with respect to other potential future accelerator technologies.

Messages Particle physics research encompasses many different science, engineering, economy and

sociological disciplines. Each one of them features intriguing topics, which are worth being told.

Particle physics operates on long timescales (decades, generations). The time to prepare the technologies for the future is now.

The track record of the field indicates that the investment will pay off in terms of knowledge, innovation and education, contributing to the economic well-‐being.

KPI Media and social media monitoring.

Questionnaire at regular intervals.

Science interested public

Definition Taxpayers and voters. This broad category is in this plan further divided into the science interested public and uninterested groups. Messaging for each will be different.

Objective For the interested public, to provide information about goals and scope of the study and to foster engagement with particle physics.

For the uninterested persons, to generate understanding of the goals of the project, and to head off potential backlash concerning cost and relevance.

To create an awareness of the societal and economic benefits of particle-‐physics endeavours.

To encourage advocacy for the endeavor.

Messages The track record of the field indicates that the investment will pay off in terms of knowledge, innovation, and education. Provide credible estimates for job market opportunities, impulses for industrial stimulation, specific examples of technologies, which lead to improvement of everydat life.

Particle physics operates on long timescales. The time to prepare the technologies for the future is now.

KPI Media and social media tonality monitoring.

Questionnaire at regular intervals.



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School teachers

Definition Teachers catering the 13 – 18 age group with emphasis on the point of decision.

Objective Develop knowledge of particle physics.

Develop understanding of benefits of fundamental research to society.

Promote physics and science as a career choice.

Messages Particle physics is a fascinating voyage of discovery.

Particle physics is a driving force for technical innovation, collaboration and scientific education.

You could participate in particle physics research in the future.

We are pursuing peaceful research.

KPI Engagement of young people with social media activity.

Questionnaire analysis.

Students at higher education institutes

Definition Attendees of universities and schools hosting the 19 to 25 age group from a range of science disciplines

Objective To inform about the goals of the study, explaining the opportunities for training and research for all targeted science groups.

Point out the training value in large-‐scale physics project endeavours (acquire expert knowledge, soft skills and management skills in a highly interdisciplinary and international field)

Messages Particle physics is a driving force for technical innovation, collaboration and education in science, technology, management and social domains.

Participating in the study and followup projects improves your profile and competitiveness in the

job market.

Studying in our domain is economically attractive.

Studying in our domain equips you with skills that improve your value on the job market (international experience, transferrable skills, problem solving out of the box, teamwork, creation of networks)

Studying in out environment widens your horizon.

We are pursuing peaceful research.

KPI Measure participation in bachelor, master and doctoral thesis projects.



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Industry executive

Definition Executive staff with decision taking power of potential suppliers and service providers, R&D partners.

Objective Generate awareness that companies of all sizes can do business with particle physics.

Generate awareness of the added value that working with particle physics can bring.

Establish durable links based on mutual trust with future suppliers and service providers today, considering the short term interests of for-‐profit organisations.

Conclude long-‐term R&D projects.

Establish a coordinated approach for activities together with CERN’s KT office

Develop realistic sets of cooperation agreements including the management of IP to improve the effectiveness of science & industry cooperation and to ease the transfer of technologies into services and products.

Messages FCC is a large multidisciplinary project that eventually requires a wide range of goods and services. Industry can support it with advocacy.

Despite potential realisation starting after 2020, limited scale contracts dedicated to R&D should be started now, also if actual technology will evolve – we also need a deep understanding of

technology evolution and cost scaling laws.

Training provided in the scope of our study has a high value for industry: output of skilled persons, training in advanced technologies and interdisciplinary international environments, long-‐term binding of key technology leaders to a world-‐wide research community with additional opportunities.

Particle physics has a marketing value – engagement is cost effective (cheap).

We provide real-‐scale test-‐beds at controlled risk and cost, openly accessible.

KPI Level of interest and participation in dedicated industry events Monitoring ratio of students transitioning to industry and industry with FCC relations as first employer Monitoring R&D initiatives and contract volumes Monitoring invitations from industry to speak/inform about FCC/EuroCircol/future particle physics at industry events (trade fairs, company meetings)



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Job seekers

Definition Exceptional individuals in areas concerned by particle physics.

Objective Generate awareness of the range of opportunities available at particle physics.

Position particle physics as a great field to work in.

Messages Particle physics is a great field to work in.

Jobs in particle physics are open to a wide range of people, not just research physicists.

KPI Level of interest at dedicated school and university events

Sceptics

Definition Individuals who see different science investment priorities (e.g. investment in medical research, astronomy, economy research, applied technology research)

Objective Demonstrate the value to society in a range of different domains and give evidence, which can be verified (e.g. PET scanner, training value, developments carried out for the community provided free of charge to the world).

Transmit the curiosity of people involved in FCC to the sceptics.

Major breakthroughs come through curiosity based research.

Messages The CERN model of open collaboration and open access, being a catalyser of progress with socio-‐economic impact is undisputed. It should be kept as a role model.

Achieve advocacy from persons, who are considered to have high reputation by the public.

Perform technology scouting and document feedback received by industry involved in HL-‐LHC and the FCC activities.

KPI Media “tonality” monitoring over time for FCC/EuroCirCol keywords

Monitor opinion of key opinion makers

Compare contents of articles dedicated to future physics research infrastructures in journals of general interest (Economist, NY Times, etc.)

In addition, there will be additional target groups specific to each participating institution. For example, the local population around potential candidate sites such as CERN constitutes a very important audience.



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6. Temporal Aspects Distinct stakeholder groups are in the focus of communication activities at different times of the study in order to make good use of available resources and to achieve the desired impacts.

The following chart giving an impression on when which target audience receives what level of attention by communication activities, It serves as a guideline to schedule individual communication activities.

Figure 1: Communication intensity targeting different audiences at different times. Years are separated into semesters (S1 and S2).

S1 '14 S2 '14 S1 '15 S2 '15 S1 '16 S2 '16 S1 '17 S2 '17 S1 '18 S2 '18 S1 '19 S2 '19

Job Seeker

Industry

Higher Education

Education

Public

Media

Decision Taker

HEP Community

FCC Community



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7. Activities and Channels Communication channels serve different audiences: Group Preferred Channels and key Deliverables FCC Community Annual meetings and intermediary sub-‐study meetings

CERN bulletin Institute bulletins Web-‐based collaborative space Mailing lists Regular newsletter that will serve as a tool for horizontal communication among members of the collaboration and across other key players Prepared set of standard presentation slides provided to leading personnel in participating institutes Project overview description, yearly updated Yearly study progress reports Conceptual Design Report

HEP Community Balanced articles in key media such as the CERN courier, Physics World and Physics Today, Science, Nature, Scientific American, IEEE Spectrum, Symmetry Magazine, EPS and APS journals. Interactive as well as printed factsheet. Owned, dedicated media: CERN Courier, CERN bulletin Institute bulletins and Web sites of participating institutes “For scientists” pages at CERN Prepared set of standard presentation slides provided to leading personnel in participating institutes Project overview description, yearly updated Yearly study progress reports Conceptual Design Report

Decision Takers Senior one-‐to-‐one meetings Provision of contents for participation in dedicated events organised by leading participating organisations, such as CERN, STFC, FNAL Dedicated Strategy Update event in Brussels, involving off-‐site high-‐level meetings with Council, European Commission and Parliament Coverage via leading traditional media at very selected points in time, specifically prepared for a dedicated topic, e.g. The Economist, Financial Times, New York Times, Guardian, leading national newspapers Study briefs (folders) Executive version of the Conceptual Design Report Information kit for decision takers & Web kit Multimedia material

Media News releases by press offices of participating institutes Information “press folder” with a description of the study, image material and contact addresses organised by topic in the participating nations Participation in series of existing events bringing together science and media representatives Partnership with leading broadcasting corporations on researcher coaching Provisioning of contents to key journalists via direct, personal contacts Printed and Interactive Material Press releases (in coordination with CERN’s Press Office)



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Public Public events (lectures, podium discussions, shows) during Annual Meetings Provided contents for articles in journals of general interest, TV shows and documentaries Existing channels of participating institutes, supplemented by social media channels. Prepared set of standard presentation slides provided to leading personnel in participating institutes Project overview description, yearly updated FCC website Printed outreach material: 1) Infographic/interactive Website giving an overview for the study and its general aims 2) Infographics for each of the study high level work units (physics, experiments & detectors, accelerators, infrastructures, implementation & cost, organization & collaboration, selected technology R & D projects) 3) Infographics for selected working package 4) Q&A about the FCC answering in a concise way to all the questions related to the FCC-‐study. 5) Annual FCC calendar featuring a particular theme for each year. The calendar should reflect the diversity of the FCC-‐study and the spirit of collaboration. 7) Banners and large scale displays 8) Graphic charter to ensure a uniform visual identity

School teachers Prepared set of standard presentation slides provided to schools and teachers Dedicated educational journals Multimedia material (i.e. application) and printed brochures Direct approach (via website and social media) from schools/classes/students

Higher Education Students

Prepared set of standard presentation slides provided to professors Participation in university outreach events and student information events Directly addressing directorates of universities and professors Promote opportunities at schools, universities and research organisations Direct approach via web site and social media

Industry Information via KT and innovation offices of the participating institutes using an Industry and Technology Board as well as existing knowledge and technology transfer networks Encouragement of topically selected industry participation to FCC events Information of national economy and trade associations One-‐to-‐one information meetings with key industry representatives Presentations at industry-‐owned events or trade fairs Personal invitation of selected industries for participation to FCC meetings, sponsorship partnership and inclusion in R&D projects

Job Seeker Institute Web sites FCC Web site Job networks of participating institutes H2020 project job websites (e.g. Marie Curie projects) Twitter LinkedIn

Despite the rapid evolution in the communication landscape, decision makers still rely on a small number of traditional media, with the Economist, Financial Times and New York Times featuring strongly globally. Leading national newspapers remain influential in their countries, and should also be targeted for this audience. An important influence on elected officials is public opinion, which makes the general public audience important for this stakeholder group as well.



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Media can be effectively targeted through the press offices of participating institutes. To facilitate this, a network should be established, and protocols for FCC media relations established to ensure coherency of messaging. Similarly, the public audience can be targeted through existing channels controlled by participating institutes, possibly supplemented by social media channels. These however should be carefully considered. In the early states of the project, using existing channels with hashtags, for example #FCCStudy, would present the surest way of ensuring coherency of messaging. Social media are increasingly important for the science-engaged public, while the best route to the remainder of the public is mainstream, non-specialised media.

Towards the second half of the study, informative and short videos shall be created to inform about the goals and scope of the study. The videos, each one about 1 to 2 minutes long, should cover a set of aspects from the main pillars of the study (physics, technologies, collaboration):

1. Opportunities for New Physics (why we extend our research, what are open questions to be answered, how will the studied infrastructure consisting of machine and experiments provide a research platform to find answers)

2. What is the technical scope of the study (the machines, infrastructure and operation aspects, what are the key parameters)

3. Pushing technologies beyond state-of-the-art: what are the key technologies, what are the challenges, how are the challenges addressed, what are societal and economic impacts

4. Organisational aspects: how is the FCC study organised and governed and how does it work? How are we motivating participants from all over the globe to join this peaceful endeavour?

For educational systems, FCC subjects can be incorporated into existing programmes, and there are educational journals such as Science in Schools and Physics Education that could be targeted. University outreach events can also play a role.

Industry is best reached through targeted industry events working through existing channels such as CERN’s network of industrial liaison officers. Industry shall also be directly involved in specific R&D projects and long-term sponsoring partnerships, which produce mutual benefists for the study and the industrial partner.

Similarly, many partner institutes already control sophisticated means of reaching job seekers and future job seekers through, for example, recruitment focused university outreach.



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8. Organization, Roles and Responsibilities

8.1 Responsibilities

CERN hosts the study and coordinates FCC communications through its communications group, working in close collaboration with the University of Liverpool, which has responsibility for targeted communication actions in the scope of the EuroCirCol EC funded Horizon 2020 project. The distribution of tasks it shown below:

Unit Role and Responsibilities

CERN communications group

Define overall communication strategy and guidelines (this document)

Ensure coherence and consistency of information developed for outreach and communications within the study and to the outside.

Act as link to major world-‐wide acting communication links in physics (e.g. CERN Courier, Physics Today, Physics World) and non-‐specialized media (e.g. leading newspapers and journals NY Times, FT, Economist).

Publish selected announcements on CERN Website and CERN owned social media channels

Make available CERN infrastructures and services to produce media and outreach material

(Web, print, film, audio)

Support the study communication and outreach activities with experience and professional advice

Regularly inform the study’s communication office of upcoming opportunities and advice on contribution

FCC Study office Develop communication activities in collaboration with UNILIV and implement the communication strategy.

Ensure the balance of communication activities between CERN Communication Office and FCC Study office.

Develop and maintain FCC’s Web presence.

Design and produce outreach material (e.g. contents for Web pages, articles, videos, graphics).

Edit and publish the study’s lead communication deliverables.

UNILIV Establish and maintain the network of communication officers in charge of EuroCirCol communication activities at all Beneficiary, Third Party and Associated Partner institutes

of the EuroCirCol H2020 project.

Develop EuroCirCol specific communication actions in line with the communications strategy in cooperation with the FCC Study office.



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Perform commonly agreed communications activities.

Design and produce commonly agreed outreach contents (e.g. contents for Web pages, articles, videos, graphics).

Act as publisher of information to the EuroCirCol project member institutes.

Use UNILIV’s communication networks to relay information commonly developed with the CERN communication group and with the FCC study office.

Communications offices

at participating institutes

Distribute information locally.

Help the study in fundraising for communications and outreach activities.

Provide information about the study and participants in the study that can be used to develop outreach and communication material.

8.2 Communications Network

A network of communicators mandated to perform FCC-related communications from each participating institute should be established. For EuroCirCol, the assigned of specific roles is a fulfilment of the EC approved project plan. Protocols establishing communications workflows for all target audiences should be put in place, along with a hierarchy of messaging that clearly identifies messages that are common to the entire study and all partners, messaging specific to individual partners and messaging specific to individual topics of the study (hh/ee colliders, he aspects, hh/ee physics, hh/ee experiments, infrastructures, etc). The network should meet regularly through video conferencing, and at scheduled annual meetings in person once per year with video conferencing support.

Chair of FCC communications network: Panagiotis Charitos

Deputy chair of FCC communications network: Carsten Welsch

Permanent members: delegate from CERN communications group, delegate from UNILIV, assigned communications officers from each EuroCirCol Beneficiary

Meetings: Every two weeks via Vidyo with minutes and action item followup

Task tracking: Julie Hadre



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8.3 Individual Roles

The EuroCirCol H2020 project defines a number of individual roles related to communications activities. The roles described in the table below have been assigned by all institutes and the assignment is documented on the EuroCirCol website (http://cern.ch/fcc/eurocircol, menu item Team ► Management). Role Description Communication officer A person in each participant’s communication or outreach office, taking part in the

FCC/EuroCirCol communication network. The person interacts closely with the local “communication liaison”, who is part of the local FCC/EuroCirCol scientific team.

Communication liaison One person in each participating institute, acting as a link person between the scientific community involved in the FCC/EuroCirCol activities at that institute and the FCC/EuroCirCol communication network.

Knowledge and Innovation management liaison

One person in each participating institute collecting information and assessing innovation and exploitation potentials of research findings. Provision of summary information to the FCC communications network after release by the local knowledge and innovation office.

Gender equality liaison One person in each participating institute assigned to monitor gender aspects, share practice on gender equality and coordinate with the FCC/EuroCirCol communication network on gender specific communication practice.

9. Resources The matrix below outlines a possible, non-exhaustive, scenario mapping activity onto the identified audiences.

Audience → Activity ↓

FCC community

HEP community

Decision makers Media Public

Education systems Industry

Job seekers

Website YES YES NO YES YES NO NO YES Social media NO YES NO YES YES NO NO NO

Support project leaders* NO YES YES YES YES NO NO NO

CERN CO group NO NO NO YES YES NO YES NO CERN Courier

Symmetry YES YES NO NO NO NO YES NO Internal

Newsletter YES NO NO NO NO NO NO NO Printed

products NO NO YES YES YES YES YES NO

Annual Report YES YES YES NO NO NO YES NO Photo/Video YES YES YES YES YES YES YES YES

Graphic design YES YES YES YES YES YES YES YES Public events NO YES YES YES YES YES YES NO Copy editing YES YES YES YES YES YES YES YES

TOTAL 7 9 7 9 9 5 8 4

*Project leaders refers to experiment spokespersons, leaders of accelerator projects world-wide



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The following table gives an estimate of required human resources and compiles a set of funding strategies for communications: Activity HR [FTE] Material & infrastructure

need HR funding strategy Material funding

strategy Websites and collaboration workspaces

1.0 Web server, agreement to add FCC/EuroCirCol specific information to existing Web sites at CERN and in participating institutes

1 PY technical student 2 PY CERN fellow 6 PM technical support and training of CERN staff

Use of existing CERN IT infrastructure and support. Requires support from CERN communications and HR groups for publishing information on existing CERN pages. Limited support of participating institutes to add and cross-‐link information on institute Web sites 300 kEur fellow 45 kEur tec. student

Social media 0.1 Not applicable UNILIV + FCC Not applicable Support to management 0.1 Not applicable CERN fellow 30 kEur CERN CO group -‐ writing 0.1 Not applicable CERN-‐CO Not applicable CERN Courier Symmetry Sporadically Not applicable CERN-‐CO, FERMILAB,

FCC-‐office Not applicable

Internal Newsletter 0.5 Acceleratingnews.eu Regular spotlight on participating institute by UNILIV (3-‐4 hours per month) Blog on FCC site, feeding news to FCC public page

Articles are written by UNILIV and FCC Office and need to be reviewed by the FCC/EuroCirCol communication network

Not applicable

Printed products One time action One time action FCC Study office + UNILIV 30 kEur Annual Report 0.1 Not applicable FCC Office Not applicable Photo/Video Photos sporadically,

1 person month per video, 4 videos = 4 person months, 1 person month per year

Equipment, infrastructure and assistance provided by CERN

FCC Office, support by CERN team sporadically provided to FCC study as part of CERN strategic communication activity

50 kEur for video productions and professional photographers

Graphic and multimedia design

0.2 Part Licences for: Adobe InDesign CS6 Adobe Illustrator CS6 Photoshop CS6

FCC Office CERN graphic design office, UNILIV, external contracts

40 kEUR for external graphic design contracts

Events 0.3 FCC administrative assistants coordinate the organisation of annual FCC/EuroCircol project events. UNILIV contributes to outreach event organisation

250 kEur for four outreach events

Copy editing 0.1 Not applicable FCC-‐Office -‐ UNILIV Not applicable Translation 0.1 Not applicable CERN Translation Service

FCC Office Not applicable

Fundraising 0.1 0 / Printed Material CERN Fundraising Committee, CERN Development Office, FCC-‐Office

Not applicable

TOTAL ca. 3 FTE * 4 years = 12 PY ca. 745 kEur



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10. EuroCirCol Communication Plan The EuroCirCol conceptual design study is a true subset of the FCC study program, partially funded by the EC as a H2020 “Research and Innovation Action” (Grant Agreement number 654305). In the scope of this project, the following milestones and deliverables involving the communications network are part of the Grant Agreement: Due Date Title Description related to Communication Activities June 2015 Web site General information about the project and contact persons at

each institute is publicly available. June 2015 Kick-‐off meeting Roles involving communications activities need to be assigned

with names in participating institutes. November 2015 QA, publication and communication plan Document describing the project wide adopted QA and

publication systems and processes. The document references a released version 1.0 of this document, including an Addendum describing QA processes and systems applicable to public communication.

May 2015 Annual Report Summary of communication activities. Input from all Beneficiaries is required.

June 2016 Communication and outreach strategy A released version 2.0 of this document with an additional part describing each individually planned communication and outreach activity towards project external audiences. The document includes country, culture, language and gender specific communication aspects. The document references this communication plan.

November 2016 Periodic Report 1 Summary of communication activities. Input from all Beneficiaries is required.

September 2017 Outreach package Delivery of an outreach package (to be developed and commonly decided, e.g. mock-‐up, set of brief videos, particular exhibition, and interactive multimedia eBook) as defined in the released version 1.0 of this plan to public audiences.

May 2018 Periodic Report 2 Summary of communication activities. December 2018 Outreach event Event, dedicated to the presentation and promotion of the

executive version of the FCC Conceptual Design Report. April 2019 Periodic Report 3 Summary of communication activities. Input from all

Beneficiaries is required. July 2019 Final report Summary of communication activities. Input from all

Beneficiaries is required.



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11. Quality Management Systems and Processes This section describes the systems and processes adopted by the FCC Collaboration/EuroCirCol Consortium to identify, develop, track and release any deliverables and milestones related to communication activities.

This section will be provided as part of the EuroCirCol QA deliverable by June 2016.

12. Communications Actions Individual communications actions are commonly planned in the scope of the regular FCC communications network meetings. An overview of items is accessible to the members of that network at the FCC Office site (http://cern.ch/fcc/office, menu item Tasks ► Communications, direct link).

Documents

FCC Communication Strategy and Architecture - CERN · FCC-GOV-PLN-0001 1536716 0.6 IN WORK Page 8 of 26 4.3!Tagline The tagline flows from the mission and positioning statements,