Communicating the Nobel Prize

– from the perspective of RSAS

Fredrik All, Communications Officer, RSAS

“to promote the sciences and strengthen their influence in society.” §1, Rules of the Royal Swedish Academy of Sciences

Why?

to promote the sciences

to strengthen their influence in society

How do we go about it?

EventsDecemberPress conferenceNobel LecturesSchool visit

PostersDecember

AnnouncementsOctober

Photo: NASA/Troy Cryder

Announcing a Nobel Prize – preparing for lift-off

Press release1 page, 2-5 languagesnews flash

Press documentsPopular science text

5-7 pages, 2-5 languagesevening broadcasts, feature articles

Scientific background10-30 pages, Englishscientific journals, scientists

Powerpoint presentationIntroduction, 1.5 minutes Explanation, 2+5 minutes

The Nobel Prize Announcement Team

• scientific experts• editors• writers• illustrators• translators • media consultant• assistant• Permanent Secretary• couriers• Nobel Web

Photo: NASA/JSC

Press conference – the lift-off

Photo: Scott Andrews

Press conference – the lift-off1. Introduction, 1.5 minutes

Permanent Secretary Swedish and EnglishPresents the panelThe “What is it about”- sentence:“…the influence of magnetism on electric conductivity.”The cue: “…has decided to award the Nobel Prize in physics…” Press distribution servicemail, fax and SMS to about 800 Swedish and 500 international recipients:news agencies, newspapers, broadcasting media, scientific journals, news sites and scientific sites, the Laureates universities/institutes

Couriers6 news agencies (TT, DPA, Kuoto, AFP, AP, Reuters)

WWWpublishing the prize at www.kva.se and Nobelprize.org

Handing out the documents at the press conference

Press conference – the lift-off2. Short summary, 2 minutes

Chairman of the prize committeeEnglishThe importance and effects of the discoveries

3. Popular sceince presentation, 5 minutesScientific expert EnglishExplaining the discoveries

4. A Laureate on the phoneQuestions from journalists

5. Short hearingQuestions from journalists to the panel

6. Interviews with the panel and additional experts

Did we succeed?

Photo: NASA/Bill Ingalls

Did we succeed?

“Where can I reach the laureate?”

Evening broadcasts – citation or longer feature

Did we succeed?

Use of text, metaphors, angle, graphic ideas

14,700 web articles, October – December 2007

5000,000 visits at Nobelprize.org, October 2007

Did we succeed?Announcements of the Nobel Prizes in Physics and Chemistry

Awarding ceremony, banquet

Announcement of the Prize in Economic Sciences

The Nobel Prize posters 2007Now in Economic Sciences

Available in 11 languagesDistributed in about 123,000 copies (total) to 16 countries around the worldFree of charge up to 10 copiesAvailable in web version,“Illustrated presentation”, at Nobelprize.org

Press conference7 December

Nobel Prize December eventsNobel Lectures

8 Decemberwebcast at Nobelprize.org

School visitNobel Laureates, Swedish professor and Swedish PhD students

Thank you for your attention!