Fredrik All
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Communicating the Nobel Prize
– from the perspective of RSAS
Fredrik All, Communications Officer, RSAS
“to promote the sciences and strengthen their influence in society.” §1, Rules of the Royal Swedish Academy of Sciences
Why?
to promote the sciences
to strengthen their influence in society
How do we go about it?
EventsDecemberPress conferenceNobel LecturesSchool visit
PostersDecember
AnnouncementsOctober
Photo: NASA/Troy Cryder
Announcing a Nobel Prize – preparing for lift-off
Press release1 page, 2-5 languagesnews flash
Press documentsPopular science text
5-7 pages, 2-5 languagesevening broadcasts, feature articles
Scientific background10-30 pages, Englishscientific journals, scientists
Powerpoint presentationIntroduction, 1.5 minutes Explanation, 2+5 minutes
The Nobel Prize Announcement Team
• scientific experts• editors• writers• illustrators• translators • media consultant• assistant• Permanent Secretary• couriers• Nobel Web
Photo: NASA/JSC
Press conference – the lift-off
Photo: Scott Andrews
Press conference – the lift-off1. Introduction, 1.5 minutes
Permanent Secretary Swedish and EnglishPresents the panelThe “What is it about”- sentence:“…the influence of magnetism on electric conductivity.”The cue: “…has decided to award the Nobel Prize in physics…” Press distribution servicemail, fax and SMS to about 800 Swedish and 500 international recipients:news agencies, newspapers, broadcasting media, scientific journals, news sites and scientific sites, the Laureates universities/institutes
Couriers6 news agencies (TT, DPA, Kuoto, AFP, AP, Reuters)
WWWpublishing the prize at www.kva.se and Nobelprize.org
Handing out the documents at the press conference
Press conference – the lift-off2. Short summary, 2 minutes
Chairman of the prize committeeEnglishThe importance and effects of the discoveries
3. Popular sceince presentation, 5 minutesScientific expert EnglishExplaining the discoveries
4. A Laureate on the phoneQuestions from journalists
5. Short hearingQuestions from journalists to the panel
6. Interviews with the panel and additional experts
Did we succeed?
Photo: NASA/Bill Ingalls
Did we succeed?
“Where can I reach the laureate?”
Evening broadcasts – citation or longer feature
Did we succeed?
Use of text, metaphors, angle, graphic ideas
14,700 web articles, October – December 2007
5000,000 visits at Nobelprize.org, October 2007
Did we succeed?Announcements of the Nobel Prizes in Physics and Chemistry
Awarding ceremony, banquet
Announcement of the Prize in Economic Sciences
The Nobel Prize posters 2007Now in Economic Sciences
Available in 11 languagesDistributed in about 123,000 copies (total) to 16 countries around the worldFree of charge up to 10 copiesAvailable in web version,“Illustrated presentation”, at Nobelprize.org
Press conference7 December
Nobel Prize December eventsNobel Lectures
8 Decemberwebcast at Nobelprize.org
School visitNobel Laureates, Swedish professor and Swedish PhD students
Thank you for your attention!
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