Moving toward a Communications Plan for American Magnetic Fusion
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Transcript of Moving toward a Communications Plan for American Magnetic Fusion
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