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The institutional science news site. Delivery of feature stories ... newspaper science sections/reporters (Most recent casualty: Dallas Morning News)

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making a broader impact with web based outreach

Making a broader impact with Web-based outreach

Sonya Senkowsky

AlaskaWriter LLC &Alaska Science Outreach

some other pictures from outreach today
Some other pictures from outreach today

How will your site stand out?

slide11

The institutional science news site

• Delivery of feature stories• Multiple entry points • Multimedia gallery• Specialized tools

slide12

The research-based site

• Individuals or collaborations• FAQ for public • Provides 24-hour access • Primarily static info, but can also be responsive

slide13

The event-based site

• Journal entries or similar• Uses trip as excuse to introduce context • Often aimed at K-12 (but adults like them too!)

my secret weapon
My secret weapon

New model:www.alaskascienceoutreach.com

• Noninstitutional portal site - to help people find all those other sites• A resource for science teams• Science through storytelling• Interactive features/Q&A

case study coral cruise coverage http www alaskascienceoutreach com coralsite
Case study: Coral cruise coverage http://www.alaskascienceoutreach.com/coralsite
case study coral cruise coverage http www alaskascienceoutreach com coralsite17
Case study: Coral cruise coverage http://www.alaskascienceoutreach.com/coralsite
  • Goals:
  • • Establish researchers as experts on Alaska corals
  • • Provide a neutral alternative to advocacy sites • Create transparency about fieldwork techniques
  • • Get local media coverage of JASON visit
  • • Create a resource that can be used again
case study coral cruise coverage http www alaskascienceoutreach com coralsite18
Case study: Coral cruise coverage http://www.alaskascienceoutreach.com/coralsite
  • Audience: Alaska media/general public, K-12.
  • Resources:
  • • Outreach funding
  • • Video/still images and samples from JASON
  • • Multimedia journalist
case study coral cruise coverage http www alaskascienceoutreach com coralsite19
Case study: Coral cruise coverage http://www.alaskascienceoutreach.com/coralsite
using video to help tell the story http www alaskascienceoutreach com coralsite
Using video to help tell the story http://www.alaskascienceoutreach.com/coralsite

NOAA Research

using audio to help tell the story http www alaskascienceoutreach com coralsite
Using audio to help tell the story http://www.alaskascienceoutreach.com/coralsite
case study coral cruise coverage http www alaskascienceoutreach com coralsite22
Case study: Coral cruise coverage http://www.alaskascienceoutreach.com/coralsite
  • Results:
  • • More than 7,000 individual visits during July and August
  • • APRN Radio story (produced onboard)
  • • Illustrated feature story in Fairbanks newspaper
  • • Tie-in with local NOAA site & national site
  • • Frequent mentions in local media (including “Site of the week”)
  • • The site provided a hook for local coverage and announcements in papers, etc.
promoting the site research
Promoting the site/research

Link to coral site

Feature story

case study edge of the arctic shelf http www whoi edu arcticedge
Case study: Edge of the Arctic Shelfhttp://www.whoi.edu/arcticedge
case study edge of the arctic shelf http www whoi edu arcticedge27
Case study: Edge of the Arctic Shelfhttp://www.whoi.edu/arcticedge
case study edge of the arctic shelf http www whoi edu arcticedge28
Case study: Edge of the Arctic Shelfhttp://www.whoi.edu/arcticedge
case study climate blog http www realclimate org31
Case study: Climate blog http://www.realclimate.org

“The site came from my personal frustration trying to engage. I would always find myself arguing about the same things. It was like playing Whack-a-Mole.”

–Gavin Schmidt

case study climate blog http www realclimate org32
Case study: Climate blog http://www.realclimate.org
  • Audience: Lay people/adults interested in climate change. Journalists.
  • Resources: Willingness to volunteer time, 9 colleagues willing to blog.
  • Benefits: More than a quarter of a million visits; FAQ page has saved time
  • Drawbacks: Some hate mail, “virtual fisticuffs” (but it’s easy to block someone from posting)
case study climate blog http www realclimate org33
Case study: Climate blog http://www.realclimate.org
  • Why does it work?
  • “ Blogging demonstrates a willingness to talk at a level that normal people do... Journalists like to talk to people who are willing to make an effort to talk at their level.”
  • Bonuses: FEEDBACK from the public, fan mail and encouragement, reporter contacts.
how broad an impact consider nasa
How broad an impact? Consider NASA …
  • Case study: http://www.nasa.gov
  • • After 1997 landing of the Mars Pathfinder rover, NASA unveiled a newspaper-style home page.
  • • In January 2003, NASA debuted its Web portal, with more multimedia and audience-based organization.
how broad an impact
NASA.gov daily page views in 2004: 4.6 million (up from 210,000 in 2002)

NYT.com (New York Times) average daily page views: 1.6 million.

How broad an impact?

Thanks to:Jane Ellen Stevens, Multimedia journalist

Teaching Fellow, UC Berkeley Graduate School of Journalism

what has changed since 1999 2000
What has changed since 1999-2000?
  • • More awareness of the value of outreach (“broader impact” requirements).
  • • Steady climb in US Internet use; increase in residential broadband use (the latter doubled from 2000-2001) Sources: US Census and US Dept. of Commerce
  • •Web logs (blogs)make their mark.
  • • Fewer dedicated newspaper science sections/reporters (Most recent casualty: Dallas Morning News)
broader impact outreach the focused approach
Fill in the blank:

If my outreach could accomplish this one thing: ____________,

I would be thrilled.

(If it could accomplish

____________, I would be satisfied.)

Know your goals

“Broader Impact” outreach: The focused approach
broader impact outreach the focused approach39
The audience in the best position to respond/help me reach my goals has the following characteristics:

Know your goals

Know your audience

“Broader Impact” outreach: The focused approach
broader impact outreach the focused approach40
Example:I have these resources:

• $5,000 dedicated funding

• grad student with photography interest/ability• newsworthy and visually interesting fieldwork coming up…

They are found in the following places:

Know your goals

Know your audience

Assess all resources

“Broader Impact” outreach: The focused approach
future of web outreach
More multimedia

More entertainment

Media-ready packaging

Portals

Increased role for independent communicators

Future of web outreach
slide42

Future directions:

• Partnerships • Related print/traditional media products (syndicated column, adventure stories book)• Guest bloggers (or submit a story now)• Al-aska-a-Scientist spin-off publications• Video/record interviews with scientists passing through Anchorage - use on site and in museum displays