Communications architecture: vision, mission and themes
The foundation of any effective communications strategy is a clear and concise articulation of the organisation’s vision and mission. From these the organisation’s positioning, strategic themes and messages can be developed to be used in all communications activities.
An organisation’s vison and mission derive from its strategic goals. In CERN’s case, we divide these into scientific and “beyond science” goals.
CERN’s scientific goals 2017-2021 (as laid out in the MTP) are:
- Full exploitation of the LHC with the high-luminosity phase;
- Maintaining and updating a complementary diverse scientific programme, serving a broad community, including contribution to long-baseline neutrino projects outside Europe;
- Preparing for a post-LHC high-energy accelerator project through design studies (CLIC and FCC) and a vigorous accelerator R&D programme (AWAKE and others).
CERN’s "beyond science" goals are:
- To be a non-politicised voice for science: for investment in fundamental research and for evidence-based policy;
- To build further links with industry in terms of transfer of knowledge from CERN to industry;
- To train a new generation of scientists and engineers;
- To inspire and nurture scientifically aware citizens.
CERN’s vision is articulated as:
To gain understanding of the most fundamental particles and laws of the Universe
This statement underscores the fact that CERN is first and foremost a research laboratory for fundamental physics. This is the "core business" of the Organization, around which all other activities are built.
The following statement articulates how CERN intends to achieve the above-mentioned vision.
CERN’s mission is:
- To provide a unique range of particle accelerator facilities that enable research at the forefront of human knowledge
- To perform world-class research in fundamental physics
- To unite people from all over the world to push the frontiers of science and technology, for the benefit of all.
This mission statement draws on the following keywords that encapsulate CERN’s raison d’être: Research. Innovation. Collaboration. Inspiration.
In the communications architecture, themes carry the platform for CERN to pass its messages and tell its stories.
Four themes capture CERN’s essence:
- Discovery through science
- Expressed in the three strands to CERN’s scientific strategy
- Technological innovation
- CERN innovates new technologies for high-energy accelerators, detectors and computing
- CERN-based innovation is applied in other domains
- Diversity in people
- More than 100 nationalities, from across the globe, work at CERN
- There is great diversity in academic and professional backgrounds (science, engineering, computing and others)
- Inspiration and Education
- CERN trains the future scientists, engineers and technicians
- CERN motivates school students for science
- CERN inspires scientifically aware citizens