Ocean Observatories Initiative

Ocean Observatories InitiativeCommunications Overview

Kerry BeckSCAMPI Meeting PresentationConsortium for Ocean LeadershipMay 5, 2011

OOI Background• The Ocean Observatories Initiative (OOI), a project funded by the National Science Foundation, is

planned as a networked infrastructure of science-driven sensor systems to measure the physical,

chemical, geological and biological variables in the ocean and seafloor. The OOI will be one fully

integrated system collecting data on coastal, regional and global scales.

• OOI will put real time ocean observing data in the hands of a vast user community of

oceanographers, scientists and researchers, educators and the public.

• The OOI Program is managed and coordinated by the OOI Project Office at the

Consortium for Ocean Leadership, in Washington, D.C., and is responsible for construction and

initial operations of the OOI network.

• The OOI construction phase began in September 2009 with $386 Million.

OOI Design Elements

4 Global sites

3 Regional cabled sites in the NE Pacific

2 Coastal arrays: Mid-Atlantic Pioneer Array, PNW Endurance Array

Each scale incorporates mobile assets

Cyberinfrastructure: enables adaptive sampling, custom observatory view, collaborative analysis

Interfaces for education users

OOI Overarching Goals

OOI has two fundamental scientific and research

mandates that underpin its construction:

• Sustained delivery of high-quality data for two to three

decades

•Maintenance of the expandability of the infrastructure to

support new capabilities.

5

OOI Implementing OrganizationsFour major Implementing Organizations (IOs) are responsible for construction and development of the program:• Woods Hole Oceanographic Institution with its partners,

Oregon State University and Scripps Institution of Oceanography, is responsible for the coastal and global moorings and their autonomous vehicles.

• The University of Washington is responsible for cabled seafloor systems and moorings.

• The University of California, San Diego, is implementing the cyberinfrastructure component.

• Rutgers, The State University of New Jersey, with its partners, University of Maine and Raytheon Mission Operations and Services, is responsible for the education and public engagement software infrastructure.

Test Deployments to Evaluate Designs

Example: In Shore Test Mooring 2 (ISTM2): March 2011 – July 2011

Horizontal Directional Drilling Progress, Pacific City, Oregon

Refreshed OOI Website Refreshed OOI website launched April 15, 2011www.oceanobservatories.orgProactively tell a comprehensive, consistent OOI story to expand the reach of the OOI program and build

support in the scientific community and the public. Effort includes alignment of all OOI website postings

and social media tools to ensure consistent messaging and materials across the program.• Post program updates, news releases, comprehensive landing page feature pieces and video on all aspects of the OOI

as well as compelling program-wide pieces to promote news events and demonstrate a united approach to the program.

• Site provides an opportunity to enhance both external and internal outreach. The site will be an open site and easily

navigated by the public and all those interested. The OI Observations section allows for OOI leadership positions and

comments to be posted in a timely manner. The News and Events section allows for timely posting on items of note. We

also intend to build a photo gallery highlighting key events and milestones.

• Site also will be home to variety of tools and updates useful for the outside community to include: rich geographical

content, easy access to program documents, graphics, interactive maps, program details pertaining to structure, research

themes, milestones, proposal processes, active links and specific calendar and site-specific information.

Long Term Communications Objectives• Educate and increase awareness among stakeholder groups and audiences about

the overall OOI program generating support from the scientific community and

general pubic.

• Establish a collaborative working relationship OOI Program Office communications

and IO communications to fully coordinate branding of the program and expand the

reach and scope of OOI media coverage and understanding.

• Integrate communications planning and activities into the full communications team

structure that includes joint work with communicators at the various IOs.

• Expand the base of support for the overall OOI program through a multi-layered and

coordinated communications outreach plan to include traditional media and

community outreach and integration of new social media tools to maximize reach.

• Develop best practices for positive media and community outreach as well as

guidance and response in potentially negative or crisis communications situations.

Potential Audience• Washington, D.C.-based and national media (particularly those located at key

program and IO sites), environmental, educational, science-based media

• Scientific community

• Local community and media targets located across the program and in the locations

of the Implementing Organizations.

• NSF and other Government agencies

• Academic Community/Educators at all levels

• Local/State/Federal/State Elected Officials

• State/Local Elected Officials

• Public

• Civic/Community Organizations in program component locations

• Think Tanks/Third Parties

• Other Previously Untapped Supporters

OOI Communications Strategies• Reach Supporters: Build a coalition of supporters to include, media, elected officials, labor,

civic and community leaders, educators and other third party advocacy contacts for the OOI

program.

• Build Key Contacts: Facilitate key reporter contacts with leadership of the OOI Program and

IO spokespeople and experts to tell the overarching OOI story in a positive manner as well relay

all program news, progress and milestones.

•  Maintain Unified Team Outreach: Establish a proactive media outreach team and schedule to

develop messages and conduct a range of press events and development of materials such as

feature pieces, position papers, blogs, op/eds and any other visual items for the website and

other uses.

• Expand Outreach Tool Kit: Utilize and expand all external tools including the OOI website,

press releases, outside blogs and other tactics to spread information to all constituencies as

well as provide agile and rapid response.

External Communications Tools and Tactics• Targeted Media Engagements/Roundtables– Conduct media interviews and roundtables on all aspects of the program

in coordination with NSF and the IO communicators when timing is appropriate. Activities can increase in frequency as

program builds.

• News Releases/Photo Tours/News Features– Post all updates on program to OOI website at time of the event.

Establish refreshed OOI website as the “go to” place for program news. Provide timely program news coverage as well as

easy to understand background information .

• Conference/Trade Show Presence – Participate in major trade shows such as AGU, Oceans Conference and other

smaller opportunities at workshops, educational venues, etc., hold town halls when appropriate. • Webcasts/Video Feeds – Utilize OOI website/other social media avenues to promote activities.

• Education Road Show /Community Outreach Events – Propose engagements with local educators to bring demos into

schools either virtually or provide in-person educational opportunities. For each event, conduct outreach to targeted media

covering education aspect of the program. Upcoming examples: Pacific City Cable Landing (July 2011) , New England

Pioneer Array Community Outreach Event (Sept. 2011)

•  OOI Speakers – Provide OOI subject matter experts for a variety of forums to include major trade show presence as well

as educational outreach opportunities and town hall-type events.

• Third Party Engagement/Op-Eds- Build relationship with any Third Scientific/Educational Groups who would be willing to

pen Op/Eds for placement outlining the need and benefit of the OOI.

 

Internal Communications Tools and Tactics• FAQs: Develop and maintain an up-to-date and readily available Frequently Asked Question package that cover all

aspects of the OOI program so that all are working from the same page. This would include all key messages as well as

potential “hot” issues that the team needs to be aware of and directions to funnel specific queries directly to the NSF.

• Approval Coordination: Put in place collaborative processes and process documents that outline guidelines for approvals

of all external materials. 

• Media Database: Maintain a comprehensive media database that can be expanded in time and allow each member of the

team to push positive news and events to a full group of interested parties to maximize overall OOI coverage and reach.

• Shared Team Workspace: Housed on Alfresco

• Updated Program FAQ and Brochures: Update and develop program collateral materials

• Subject Matter Directory: Develop list of key OOI program leaders and subject matter experts to act as spokespeople for

media engagements and other communications related activities.

• Media Interview Request Form: Form should be completed prior to media engagements on the OOI program.

• Photo Gallery: Develop a media gallery of photos and graphics that can be used for distribution and use among the team

as well as with the media and other appropriate outside users.

• Presentation/Talking Points: Develop speaking talking points, power point and other programmatic templates approved

for use/discussion with external audience. These can be shared with OOI leadership on a regular basis and housed in an

easy-access area such as Alfresco for all communicators.

OOI Communications Team MembersNSF: • Cheryl Dybas, National Science Foundation Public Affairs, (202) 292-7734, cdybas@nsf.gov

Consortium for Ocean Leadership:• Kerry G. Beck, Director of Communications, OOI Program , Office: 202 – 787-1685 or kbeck@oceanleadership.org

• Leslie Smith, Communications Intern, OOI Program Office, Office: 202 – 787-1613 or lsmith@oceanleadership.org

• Kristin Mellon, Communications Specialist, Consortium for Ocean Leadership, Office: 202 – 787-1644 or kmellon@oceanleadership.org

University of Washington:• Nancy Penrose, Communications Coordinator OOI, Office: 206-221-5781 or penrose@ocean.washington.edu 

• Sandra Hines, Assistant Director, UW News and Information, Office: (206) 685-2580 or shines@u.washington.edu  

• Alison Fundis, Education and Public Engagement, (206) 543-9653, afundis@uw.edu

Woods Hole Oceanographic Institution:• Stephanie Murphy Manager of Public Information, Office: 508-289-2271 or samurphy@whoi.edu

• Danielle Fino, Web Communications Manager, dfino@whoi.edu

Scripps Institution of Oceanography/University of California San Diego:

• Carolyn Keen, Cyber Infrastructure Project Communications Coordinator: (858) 822-3370, cskeen@ucsd.edu

• Rob Monroe, Scripps Communications, cclark@ucsd.edu

California Institute for Telecommunications and Information Technology (Calit2) on the UCSD campus:• Doug Ramsey, Director of Communications, dramsey@ucsd.edu

• Tiffany Fox, Public Information Representative, tfox@ucsd.edu

Oregon State University: • Craig Risien, Oregon State University, EPE liaison, crisien@coas.oregonstate.edu

• Linda Lamb, Oregon State University, Manager of Publishing and Outreach, llamb@coas.oregonstate.eud

Rutgers, The State University of New Jersey:• Ken Branson, Rutgers Media Relations, (732) 932-7084 Ext. 633, kbranson@rugers.edu