PR ChallengePR ChallengeHow can we effectively communicate the How can we effectively communicate the

importance of what we do?importance of what we do?

Main Goal: To increase appreciation for NRAO-Green Bank locally, regionally, nationally.

• apply different messages, strategies for different audiences.

• secondary goals (stable funding, community support, scientific literacy) will follow

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The survey said… The survey said… (n=54)(n=54)Who is our audience?

0 10 20 30 40 50 60 70

new users (grad students) to theGBT.

University partnerships

Gaining astro communityacceptance

National public awareness

People of state and region

Recognition within the NRAO

Government officials and NSF

Percent

not important

not too important

neutral

somewhat important

very important

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Current Message

0 5 10 15 20 25 30 35 40 45 50

Pure research on the nature of the universe is avaluable pursuit.

Radio Astronomy is Astronomy.

Public money spent to operate the GB wouldbe better spent elsewhere right now.

Radio Telescopes are cool.

Spin-offs that benefit society come fromcreating new technologies for radio astronomy.

NRAO limits my lifestyle (cell phones,microwaves etc.)

The biggest steerable dish in the world is inGreen Bank, WV.

Radio Astronomy is a waste of tax-payerdollars.

The Green Bank Observatory provides majoreconomic benefits to the local community.

Radio Astronomy has created transformationalnew knowledge.

percent

strongly disagree

somewhat disagree

neutral

somewhat agree

strongly agree

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What Should our Message be?

0 10 20 30 40 50 60 70 80 90

Pure research is valuable.

Radio Astronomy is Astronomy.

Public money better spent elsewhere.

Radio Telescopes are cool.

Spin-offs that benefit society come fromRadio Astronomy

NRAO limits my lifestyle (cell phones,etc.)

Biggest steerable dish in the world is inGB

Radio Astronomy. is a waste of tax-payerdollars.

GB provides major economic benefits.

Radio Astronomy has created transf. newknowledge.

percent

strongly disagree

somewhat disagree

neutral

somewhat agree

strongly agree

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PR Activities

0 10 20 30 40 50 60 70 80

Webcast shows to the Clay Center in the State Capitol.

Press releases to regional and national newspapers.

A PBS movie on the GBT.

Give more public lectures in the communities around us.

Exhibits at county and state fairs.

Open house events for public at the Observatory

Events in Green Bank for state and national politicians.

Mass market movie or music video, etc. with GBT in it.

Professional workshops to promote radio astronomy in the university curriculum.

Invite NSF and AUI to visit us.

Teach some classes via the Community College System

Overhaul our Website.

Percent

No!

Nah

Neutral

Ok

Yes!

v

… good to the last drop

Virginia…

… I can’t believe I ate the whole thing.

Brylcream…

…NRAO???

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Task No. 1Brand Development ( PR team, PR firm)

• Name

– No More “NRAO”! Hard to say (NARO), acronym doesn’t say who we are. “Green Bank Observatory” is nice.

• Slogan(s)

– “Come to the Quiet Zone. No Cell Phones. All Nature.”

– “GBT- the Mountain Ear”

– “Tune in to the Universe.”

– “Turning data into knowledge for 50 years”.

• Logo

• Develop these, and use these everywhere! Letter head, brochures, web, phone messages, press releases, signs, magnetic signs on AUI cars, etc. Enforce consistency.

Time to complete: < 6 months , will require outside expertise. (PR firm)

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Task Number 2

Develop PR Plan (PR team):

•Spans multi-year period•Most value for reasonable effort•Evaluation plan (value is hard to assess though)

• Increased requests for materials• Visitation increases• people stop calling us NARO• Increased web traffic

• includes staff training?

Time to complete: < 6 months , will require outside expertise. (PR firm)

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Target AudienceTarget Audience Audience Audience SizeSize

StrategiesStrategies BenefitBenefit

Stakeholders Stakeholders SmallSmall 1. Face-to-face 1. Face-to-face 2. Direct mail2. Direct mail

Just Just oneone fan at NSF fan at NSF is very valuable = is very valuable = stable funding.stable funding.

Astronomical Astronomical communitycommunity

SmallSmall 1. Face-to-face 1. Face-to-face 2. Direct mail 2. Direct mail 3. E-strategies3. E-strategies

1. More users 1. More users 2. More support for 2. More support for NRAO NRAO 3. collaborations 3. collaborations

Regional/local Regional/local public public

MediumMedium 1. Events 1. Events 2. Regional media2. Regional media Press Press Radio Radio TV?TV?

1. Trickle out effect 1. Trickle out effect 2. 2. improved improved community support community support 3. 3. more visitorsmore visitors

National publicNational public LargeLarge Press Press Radio Radio TV/Film TV/Film Outreach projects Outreach projects

1. Numbers reached 1. Numbers reached are large.are large.

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Task No. 3

Marshal our resources and Reduce, Reuse, Recycle what we’re already doing.

•Define useable materials (Quarterly reports, newsletter articles, exhibit text and graphics, press releases, etc)

•Modify for particular audiences and re-use .

Time to complete: Ongoing.

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Brochures, lithographs, etc.

Podcasts

Monthly newspaper column

Website content

Updates to stakeholdersPress releases

Graphics, brand, slogan

Quarterly report

Newsletter articles

GBT abstracts

Interviews (MRA)

Green Bank Resources

Exhibits

Talk slides

Graphics

Cosmic Radio Show

Central Central repository for repository for easy accesseasy access

Central Central repository for repository for easy accesseasy access

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Task No. 4:Develop PR Plan and Schedule (Div heads, PR team)

Time to complete: < 6 months

Audience Task When Who Message, Examples

NSF We are a worthwhile investmentCongress DC visit bi-annually management

direct mail quarterly EG: GBT updates from quarterly reports,email alerts As needed event invitations

Astronomy you can do great scienceAAS-- do more to promote GBT scientific staff EG: mini workshops, oral block of talksColloquia

Community/Region We are a great local and state resourceopen house once/year Sue Ann, staff community relations, science , family fundirect mail as needed Cara, EPO/PR team EG: Christmas Card, event announcementslocal newspaper articles often all staff claim credit for internships, donations to community, etc!regional newpaper series monthly Sue Ann and Bob monthly column with GBT news, night sky phenomena, etc.radio sponsorships can vary Star Date: both local and State pub radioState science fair prize annuallylocal science fair prize annuallyastronomy week/engineering once/year technical staff, one person to organize demos activities in local classrooms, or invite local studentsweek outreach to schools hereMountain Radio Astronomy monthly Sue Anntourism advertising Cara

National public NRAO promotes fore-front science that is really cool.Cosmic Radio Show? weekly AMR/Sue Ann et al Needs to be promoted!PBS Documentary staff, WV Film Office long shot, but worth investigating.press releases 6/year scientific staff, PIO, contractorNavigators program EPO staff, volunteerstraveling exhibits contractor, NSF funds to museums around the country- 3/year x 5 yearsweb site hire someone, or contractorHorn in on GLAST ? provide a data product that will be useful to GLAST scientists

ride NASA media coat-tail

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Task # 5

Implement the plan

and…

Repeat, repeat, repeat