Target audiences

It is in CERN´s interest to engage with all target audiences on a local, national and international level. However, there are some stakeholders that CERN is mandated by the CERN Convention to provide information for and keep regularly updated. 

Mandated audiences

The following extracts from the CERN Convention define CERN’s mandated stakeholder groups:

Article II.1 “The Organization shall provide for collaboration among European States in nuclear research of a pure scientific and fundamental character ... the results of its experimental and theoretical work shall be published or otherwise made generally available.”

Article II.3(c) Here the Convention states that “CERN shall organize and sponsor international co-operation in nuclear (now, high-energy physics) research, including co-operation outside the Laboratory, promoting contacts between scientists and interchange with other laboratories and institutes. This includes dissemination of information, and the provision of advanced training for research workers.”

Article V.2(f) “The Council shall ... publish an annual report.”

In other words, CERN is mandated (Articles II.1, II.3(c)) to communicate with the high-energy physics community, and with its Member States through (Article V.2(f)). Table 2 outlines the messaging for these audiences.

Table 2: messages for mandated audiences with key performance indicators
Stakeholder group Definition Objective Messages KPI
Member States Governments and their advisors including research councils, funding agencies and S&T opinion leaders. Member States mandated, but interpreted as applying to all collaborating nations. Maintain support for CERN by providing timely, open and accurate information

 

CERN is a world leader in fundamental research.

Fundamental science is a driving force for technical innovation.

CERN’s research has the capacity to attract young people into science.

Positive opinion expressed in regular surveys

 

Reports and public statements from officials and civil servants at the national level

Feedback from decision makers on an individual level

Budget decisions

High energy physics community Physicists and institutes that have an interest in research at CERN. To promote contacts and interchange between scientists and institutes. To foster understanding of CERN’s position and importance in the high energy physics landscape. CERN is a world leader in fundamental research. The LHC is launching a new era of discovery and understanding of fundamental questions about the Universe. CERN physics has the capacity to attract young people into science. Demonstrable clear understanding of CERN’s role through CERN Courier readership survey Level of engagement, initiatives and positive comments Number of positive comments/mentions in public

Non-mandated audiences

In theory CERN is not obliged to engage with other stakeholder groups. However, Article II.3(c) and other aspects of the Convention could be interpreted as providing a mandate to engage with broader audiences. As confirmed in the stakeholder survey and demonstrated by the high level of interest and visibility to date, a number of key target audiences are vitally important for CERN to achieve its missions. Among the most important of these are: the general public (tax payers and voters), educational systems, cultural opinion leaders, and the media, which can influence governments and their advisors. All of these are included in the non-mandated target audiences detailed in Table 3.

Table 3: messages for non-mandated audiences with key performance indicators
Stakeholder group Definition Objective Messages KPI

The CERN Community

Staff, users and contractors.

To develop motivation and to foster a sense of belonging. To develop ambassadors.

To foster an appreciation of the importance of strategic communications.

CERN is your laboratory

The LHC is CERN’s flagship, but there’s more to CERN than the LHC

CERN is people as well as research

Measurable staff, user and contractor satisfaction trough feedback mechanisms
(online, forms, direct communications, meetings, etc.)

The general public

Voting and tax paying members of the public at all levels with a focus on the science aware.

To generate trust in CERN and develop advocacy for CERN.

Fundamental science satisfies the basic human instinct to explore

Fundamental science is a driving force for technical innovation

Fundamental science transcends barriers of age, religion, gender and nationality

CERN is a world leader in fundamental research

Sustained positive opinion as measured by market research.

Sentiment in social media groups

Alumni

Anyone who has spent time at CERN. Later to be extended to include institutions and companies that have a relationship with CERN, and to include Friends of CERN.

To develop and maintain a network of ambassadors for CERN

CERN is your laboratory

Active discussion on alumni webpages

Quotation in public (through media coverage)

Media

Media professionals from all sectors of the media, including influential bloggers

To be an authoritative, timely, accurate and open source of information about CERN and particle physics

Fundamental science satisfies the basic human instinct to explore

Fundamental science is a driving force for technical innovation

Fundamental science transcends barriers of age, religion, gender and nationality

CERN is a world leader in fundamental research

Sustained positive reporting of CERN

Participation in media events

Pro-active approach with information/
interview requests

Registration on website

The local community

As for the general public, but resident in Geneva, Vaud and neighbouring France. Includes local authorities, tourist offices and community associations.

Engage in dialogue. Develop trust and advocacy. Provide access to information of particular relevance to CERN’s neighbours. Promote benefit of CERN’s presence in the region.

CERN is a world leader in fundamental research, and it’s on your doorstep.

CERN has strong positive influence on the economic, touristic and cultural development of the local region.

Fundamental science is a driving force for technical innovation, collaboration and scientific education.

The LHC is launching a new era of discovery and understanding of fundamental questions about the Universe.

CERN cares about its neighbours.

Positive opinion of CERN measured by regular survey.

Public statements by local administrators/ politicians.

Willingness to engage

Spontaneous approach and interaction

Educational systems

Education systems catering to the 13-18 age group with emphasis on the high school level.

Develop knowledge of CERN’s research.

Develop knowledge of physics.

Develop understanding of benefits of fundamental research to society.

Promote physics and science as a career choice.

CERN is a world leader in fundamental research.

Fundamental science is a driving force for technical innovation, collaboration and scientific education.

The LHC is launching a new era of discovery and understanding of fundamental questions about the Universe.

You could participate in CERN’s research in the future.

Long-term growth of student and teacher programmes at CERN

School and class interaction (volumes)

Direct approach (via website and social media) from schools/classes/students

Potential sponsors

Potential financial donors (individuals, corporations and foundations)

Increased private financial contributions for CERN’s non-core activities

CERN is a world leader in fundamental research

CERN is a respected global brand

Fundamental science is a driving force for technical innovation, collaboration and scientific education

The LHC is launching a new era of discovery and understanding of fundamental questions about the Universe

Increased private engagement and support for CERN’s activities

Level of spontaneous approach

Preparedness to enter into dialogue

Public statements by (potential) donors

Cultural and artistic community

Artists drawing inspiration from CERN’s activities

Artists using CERN’s facilities or content

Artists contributing works to CERN

Cultural entities collaborating with CERN

Engagement with the arts

Coordination of requests for collaboration from cultural entities and artists

Protection of CERN’s brand

Protection of the integrity of CERN’s content

CERN is a world leader in fundamental research

Great arts for great science

CERN’s research has the capacity to inspire the imagination

The LHC is launching a new era of discovery and understanding of fundamental questions about the Universe; the arts enable us to explore humankind’s relationship to the Universe

Number and content of public events and discourse – at CERN and elsewhere

Level of media coverage and sentiment in social media

Younger Children

Children aged 8-12

Generate basic awareness of CERN’s research and its broad purpose.

Generate interest in basic science and the scientific method.

Inspire young people to develop a passion for learning and discovery

Science is important to humankind’s wellbeing.

CERN is a world leader in scientific research.

You can explore your world using the same approach that physicists use to explore the Universe.

Increased interest in CERN from children through social media / website

Number of visits

Feedback from visitor groups

Opinion survey

Industry

Companies CERN does, or wishes to do business with

Generate awareness that CERN is an Organization with which companies of all sizes can do business.

Generate awareness of the added value that working with CERN can bring.

CERN is a large multidisciplinary organization that requires a wide range of goods and services.

CERN is a world leader in physics, but is also pushing back frontiers in a wide range of engineering disciplines.

Level of interest and participation in calls for tender

Job seekers

Exceptional talent in CERN’s core activity areas

Generate awareness of the range of opportunities available at CERN.

Position CERN as a great place to work.

CERN is a great place to work.

Jobs at CERN are open to a wide range of people, not just research physicists.

Level of interest and response to job postings

 

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