University of Texas, Austin

USAC Meeting 11 February, 2010

Communications Strategic Plan

2010-2013

IODP (USSSP/USIO) Communications Team

Sarah Saunders, Director of Science Communications• MBA• 20+ years in private sector communications & marketing• Dedicated 50% to drilling program communications

Kris Ludwig, Communications Manager • Ph.D. in Marine Geology• Experience in communications, broadcasting & informal

education• Dedicated 100% to drilling program communications

The “Old Rules” of Media Relations

Press Releases

Media Relationships

Reporters/Editors/Publishers

Audience

• “The News” defined by a few

• Journalists = professional caste

• Driver: high cost of printing, TV broadcast, etc.

• Strict boundaries/roles

The “New Rules” of Media Relations

Publishers

Audiences

• “The News” defined by anyone

• Mass amateurization

• Driver: cost of publishing = $0

• Porous boundaries/loose roles

“…Traditional science journalists who have long

sought to bridge the gap between scientists

and the public are losing their jobs en masse…

Our Challenge…

…If scientists don’t take a central

communications role, nobody else with the same

expertise and credibility will do it for them.”

– Washington Post, 1/3/10

Fulthorpe et al., 2009

Jan. 26, 2010 - http://blogs.nationalgeographic.com/

We help translate fundamental science into compelling stories

Our Commitment to You

Our Communications Focus for 2010-2013

• Help shape stories using scientifically-accurate, clear, compelling language

• Promote US scientists on IODP expeditions worldwide

• Promote JOIDES Resolution and related science/ scientists worldwide

• Proactively develop stories across platforms/ disciplines

• Help raise IODP’s overall visibility / positive image

Our Goal: “Be Like Hubble…”

How We Share Your Science with the Public

• Scientists (IODP+)

• Press

• General Public

• Funding Agencies

• Legislators

• IODP Community

• Web Stories

• FAQs

• Social Media

• Press Releases

• Videos

• Conferences

Expedition Fact Sheet

IODP Scientists

Communications Tools Audience

• Newsletters

• Still Photos/Graphics

• Online Media Room

• Wikipedia Entries

• Printed Collateral

• Blogs, Twitter, etc.

The Expedition Storytelling Continuum

Pre-Cruise Meeting

Communications Tools

Science Party Communications Webinar

Port Call Activities as Needed

Expedition Fact Sheet

Expedition Science Press Release

12 month Post-Cruise Science Party Meeting

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Port Call Activities as Needed

How You Can Help…

Help us brainstorm…

• Topic #1: Science Themes

• Topic #2: IODP Newsletter (USSSP/USIO)

• Topic #3: Keyword List for Search Engine Optimization (SEO)

Topic #1: Science Themes

• Identify 5 “big picture” science themes across…– Drillship platforms– Time– Programs (DSDP, ODP, IODP)

• Recommend storytelling resources for each theme…– People– Institutions– Source material– Potential programmatic “tie-ins” (e.g., continental drilling

programs, ANDRILL, etc.)

• Example Theme: Sea Level Change– Across Canterbury Basin, New Jersey Shallow Shelf,…– Other relevant Legs in DSDP, ODP, IODP– Continental drilling in New Jersey

Topic #2: IODP Newsletter (USSSP/USIO)

• Recommendations re editorial content? Contributors?

• Printed copy and/or online (email/Web) version?• What audience(s) would you like to see us

target?• Suggestions to help us build our subscriber

database?

Topic #3: SEO Keyword List

• What keywords (words, phrases) should we strive to associate with the drilling program?

• Possible examples: – climate change– ocean drilling– deep biosphere– sea level– seismic profiles– climate records– funding opportunities– icehouse/greenhouse earth– large igneous province– marine geology