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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. My background …. http://www.alaskawriter.com. What do you think of when you think of science outreach ?. One of the many faces of outreach. More outreach ….

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Making a broader impact with Web-based outreach

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  1. Making a broader impact with Web-based outreach Sonya Senkowsky AlaskaWriter LLC &Alaska Science Outreach

  2. My background …

  3. http://www.alaskawriter.com

  4. What do you think of when you think of science outreach?

  5. One of the many faces of outreach

  6. More outreach …

  7. This is outreach, too …

  8. Also outreach …

  9. And yet more outreach …

  10. Some other pictures from outreach today How will your site stand out?

  11. The institutional science news site • Delivery of feature stories• Multiple entry points • Multimedia gallery• Specialized tools

  12. The research-based site • Individuals or collaborations• FAQ for public • Provides 24-hour access • Primarily static info, but can also be responsive

  13. 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!)

  14. 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

  15. Case study: Coral cruise coverage http://www.alaskascienceoutreach.com/coralsite

  16. 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

  17. 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

  18. Case study: Coral cruise coverage http://www.alaskascienceoutreach.com/coralsite

  19. Using video to help tell the story http://www.alaskascienceoutreach.com/coralsite NOAA Research

  20. Using audio to help tell the story http://www.alaskascienceoutreach.com/coralsite

  21. 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.

  22. Promoting the site/research Link to coral site Feature story

  23. Bringing people to the site …

  24. Case study: Edge of the Arctic Shelfhttp://www.whoi.edu/arcticedge

  25. Edge sample page

  26. Case study: Edge of the Arctic Shelfhttp://www.whoi.edu/arcticedge

  27. Case study: Edge of the Arctic Shelfhttp://www.whoi.edu/arcticedge

  28. Case study: Climate blog http://www.realclimate.org

  29. Case study: Climate blog http://www.realclimate.org

  30. 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

  31. 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)

  32. 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.

  33. 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.

  34. 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

  35. 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)

  36. 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

  37. 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

  38. 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

  39. More multimedia More entertainment Media-ready packaging Portals Increased role for independent communicators Future of web outreach

  40. 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

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