ams climategov jan3-2013_v2
DESCRIPTION
Climate.gov presentation in Room 8ABC (Austin Convention Center) as part of the AMS 2013 annual meeting by Viviane Silva, NOAA/NWS/CSD, Silver Spring, MD; and F. NielpoldTRANSCRIPT
Viviane SilvaNOAA Climate Services Division (NWS) Frank NiepoldNOAA Climate Program Office (OAR)
First Symposium on the Weather and Climate Enterprise
AMS Annual Meeting
January 9, 2013
Climate.govA Brief Overview and Next Steps
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Weather and climate influences almost every sector of society, & affects up to 40 percent of the United States’ $10 trillion annual economy.
Extreme Events
Health
Marine Ecosystems
Agriculture
Coastal Resilience Water Resources
Energy InfrastructureSource: NRC report (2003) “Satellite Observations of the Earth’s Environment: Accelerating the Transition of Research to Operations”)
Societal concern about the impacts of climate change is growing.
People want easy and timely access to credible climate science data & information to help them make informed decisions affecting their lives and livelihoods.
Societal concern about the impacts of climate change is growing.
People want easy and timely access to credible climate science data & information to help them make informed decisions affecting their lives and livelihoods.
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PercentNetwork newsLocal TV newsCNNCable newsReads newspaperGets news online
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pond
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usin
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edia
*Miller, J.D. (2008): “Civic Scientific Literacy: The role of the media in the electronic era.” White paper presented at AAAS Conference.
Pew Project for Excellence in Journalism (2011)
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1993 1995 2000 2002 2006
Recent trends in public media use*
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20041998 2008 2010 2012
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As the leading provider of climate, weather, & As the leading provider of climate, weather, & water information to the nation and the world, water information to the nation and the world, NOAA is a logical source for citizens to turn to NOAA is a logical source for citizens to turn to for climate information. for climate information.
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NOAA Climate.gov GoalsNOAA Climate.gov Goals
• to promote public understanding of climate science and awareness to promote public understanding of climate science and awareness of ongoing changes in climate conditionsof ongoing changes in climate conditions—globally and regionally—globally and regionally;;
• to highlight climate data, decision support tools, and professional to highlight climate data, decision support tools, and professional development and training opportunities designed to help improve the development and training opportunities designed to help improve the nation’s resilience; andnation’s resilience; and
• to provide formal and informal educators reviewed educational to provide formal and informal educators reviewed educational resources and professional development opportunities to incorporate resources and professional development opportunities to incorporate climate science into their work.climate science into their work.
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www.climate.gov
NOAA’s Climate Portalhttp://www.climate.gov
The Climate.gov project began as a rapid prototyping effort that was first published in February 2010 so that NOAA could gather feedback to develop and evolve Climate.gov in user-driven ways.
Plans are to transition the portal from a prototype to an operational status in early 2013.
Science Attentive Publics
The Residual Public (unaware/uninterested)
Decision
Makers
Science & Technology
Policy Leaders
Science Interested Publics
Jon Miller’s model*
U.S. President, Congressional members, OMB, & OSTP
Nobel laureates, people who testify before Congress, heads of major research labs, NAS & NRC Committees
Roughly 38 million American adults track 1 or more sci/tech topics; are quite knowledgeable; willing & able to engage in policy-relevant discourse
67 million adults understand “scientific study”; 115 million understand the structure & purpose of an “experiment”.
The remaining population who is unaware &/or uninterested in science & technology.
*Miller, J.D. (2004): “Space Policy and Science Policy Leaders in the United States.” A white paper presented to NASA Headquarters; on-line at http://esdepo.gsfc.nasa.gov/docs/files/NASA_Leadership_Report.doc
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Decision
MakersScience Policy Leaders
Educators & Students
Science Attentive Public, Citizen Scientists
Scientists & Data Users
Science Interested PublicsResidual Public
Museums, Science Centers, and After School & Community-based
Programs
NOAA Internal
Public Media
Public Continuum
NOAA’s four initial target audience groupings
New version: Structural HierarchySearch
& Browse
Portal Sections provide information to a range of audiences to enhance society's ability to understand and plan and respond to climate variability and change.
1. Audience (the who)The prototype features four audience-focused sections:
• News & Features for the public
• Climate Conditions for the public
• Data for scientists and data users
• Teaching Climate for educators & students
• Decision Support for policy leaders
http://environment.yale.edu/climate/files/Climate-Beliefs-September-2012.pdf
The who - start at the audience interfaceand work backward into the agency
Public Continuum Educators Data-using Comms Policy Leaders
NOAA Climate Science
NOAA Virtual Teams
Target Audiences
Climate Science
Community
NOAA Coastal
Marine Fisheries
National Weather Service
NOAA
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Why communicate with them? What’s your desired outcome? Can be to:
• Inform — Raise awareness, increase interest, change attitude (Passive consumer)
• Engage — Dialogue, interact to further raise awareness, increase interest & change attitude (Active consumer)
• Educate — Programs to increase knowledge and skill, interpretation (Student, Educator, Resource developers, Leadership)
• Implement — Participation, R&D, Decision support (Designers & Decision Makers)
1. Audience (the who)
2. Objective (the why)
Recommended logical progression to lend focus
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What impression or information or knowledge or skills do you want to convey? Messages can be crafted to:
• inform &/or educate about the state of the science and build capacity
• report new science results
• announce new data products & services
• address societal implications and concerns, etc.
1. Audience (the who)
2. Objective (the why)
3. Message (the what)
Recommended logical progression to lend focus
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Successful, effective message delivery hinges on its compatibility with:
• an audience’s interests in it;
• their needs for it;
• their capacity to understand it;
• where / how they typically seek it, etc.
1. Audience (the who)
2. Objective (the why)
3. Message (the what)
4. Process & medium (the how)
Recommended logical progression to lend focus
Climate.gov Survey Score = 3.63(scale of 1 to 5, n=525) based on 5 core questions common to all target audiences that measure functionality and quality of relationships1) Satisfaction (based on reasons for
visiting), 2) ease of navigation, 3) likelihood of recommending, 4) search engine, and 5) response confidence level
72.6100 point scale
NOAA’s Climate Portalhttp://www.climate.gov
The NCS Portal Prototype provides a well-integrated, online presentation of NOAA’s climate data & services.
The prototype features four audience-focused sections:
• ClimateWatch for the public
• Data & Services for scientists and data users
• Understanding Climate for policy leaders
• Education for educators & students
The Dashboard is a data-driven synoptic overview of the state of the global climate system.
Past Weather allows users to easily retrieve weather data for any given location & date.
NOAA’s New ClimateWatch Magazine (Soon to be “News & Features”)
An online magazine written and designed in a popular style. Goal is to grow an attentive public to NOAA & climate.
Contains 3 types of content:
• Articles and stories
• Images with captions & annotations
• Videos with scientists’ commentaries
Features social media tools for subscriptions & RSS feeds, content rating, forward to a friend, and forms for facilitated feedback.
NOAA’s Climate.gov Teaching Climate Redesign and Expansionhttp://www.climate.gov
The NOAA Climate Portal’s Teaching Climate section provides a syndication of the CLEAN collection (cleanet.org) with the other section content
The section features educator-focused sections:
• Teaching Climate Literacy provide educators detailed discussions and strategies
• Curriculum Maps of Climate Concepts for grades 3-5 to 9-12
• Professional Development Resources and Opportunities
• Reviewed Educational Resources on Climate and Energy topics from the CLEAN Collection
Plans for new ‘Climate Conditions’ section Public-friendly
digest of recent & near-future climate conditions.
Initial emphasis on ‘mature’ products of high public interest & relevance
Will provide extensible maps & trends with links to source providers.
Will give entrée to subject experts to provide value-added interpretation.
Plans for new ‘Decision Support’ sectionPeer-reviewed resources for policy leaders & decision makers to help them manage their climate-related risks & opportunities
Content sortable by these categories:
- Society & Environment (i.e., sectors)
- Topics
- Regions
- Agencies & Organizations
Content types:
- Reports & Assessments
- Decision Support Tools
- Datasets
- Fact Sheets & Presentations
- Professional Development Opportunities
Content sortable by these categories:
- Global Maps
- Regional Maps
- United States Maps
- Global Climate Dashboard
Search types:
- Integrated Maps Application
- Text Search for data sets and services
- Browse Library
NOAA’s Climate.gov Data Section Redesign and Expansion
Just as a dashboard gives instant information on the status of a vehicle’s various systems, NOAA’s Global Climate Dashboard presents an overview of the current state of Earth’s climate system in historical context.
The Dashboard is designed for people seeking a synoptic view about what we know about climate variability and change, particularly policy leaders.
NCS Portal Dashboardhttp://www.climate.gov
Adjustable sliders up top allow users to focus on the time period of interest.
Hover cursor over graphs to produce brief “tool-tip” snippets stating what each parameter is showing.
Click on graphs to jump to more detailed landing pages with more details produced in a popular style.
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A three-pronged strategy for communicating with and educating our target audiences
NOAA Science Communication &
Education Personnel
Dialog & Direct
Engagement
NOAA Web & Social Media
Partners & trusted sources
Target Audience
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If you have feedback &/or would like to be a contributor to any section of Climate.gov, please contact the sections team leaders:
If you have feedback &/or would like to be a contributor to any section of Climate.gov, please contact the sections team leaders:
Climate Conditions:
News & Features:[email protected]
Teaching [email protected]
[email protected] [email protected]
Decision [email protected]
Climate Dashboard:[email protected]
Climate.gov in general:[email protected]
Gathering Feedback and Enhancing Collaborations
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Background Slides
Quality of RelationshipsAwareness
To what extent do the various target audiences know that NOAA exists &/or what NOAA does
Trust
Perceptions of accuracy, credibility, and authority
Satisfaction
Perceptions of relevance, reliability, & completeness
Usability & Use
How easy is it to use climate.gov? How useful are the resources? Are the resources being used? And, if so, how often / widely?
Control Mutuality
Can users ask questions, offer recommendations or criticisms, & get timely responses? Is there opportunity for 2-way influence?
www.climate.gov
Easy Access to Data Products
Short explanatory article
Short explanatory article
Interactive MultiGraph
Interactive MultiGraph
References citedReferences cited
Links to data & source provider
Links to data & source provider