Communicating the Nobel Prize – from the perspective of RSAS Fredrik All, Communications Officer, RSAS

1. Communicating the Nobel Prize – from the perspective of RSAS Fredrik All, Communications Officer, RSAS

2. “ to promote the sciences and strengthen their influence in society.” §1, Rules of the Royal Swedish Academy of Sciences Why?

3. to promote the sciences to strengthen their influence in society

5. How do we go about it? Events December Press conference Nobel Lectures School visit Posters December Announcements October

6. Photo: NASA/Troy Cryder Announcing a Nobel Prize – preparing for lift-off

7. Press release 1 page, 2-5 languages news flash Press documents Popular science text 5-7 pages, 2-5 languages evening broadcasts, feature articles Scientific background 10-30 pages, English scientific journals, scientists

8. Powerpoint presentation Introduction, 1.5 minutes Explanation, 2+5 minutes

10. Press conference – the lift-off Photo: Scott Andrews

11. Press conference – the lift-off 1. Introduction, 1.5 minutes Permanent Secretary Swedish and English Presents the panel The “ 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 service mail, 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 Couriers 6 news agencies (TT, DPA, Kuoto, AFP, AP, Reuters) WWW publishing the prize at www.kva.se and Nobelprize.org Handing out the documents at the press conference

12. Press conference – the lift-off 2. Short summary, 2 minutes Chairman of the prize committee English The importance and effects of the discoveries 3. Popular sceince presentation, 5 minutes Scientific expert English Explaining the discoveries 4. A Laureate on the phone Questions from journalists 5. Short hearing Questions from journalists to the panel 6. Interviews with the panel and additional experts

13. Did we succeed? Photo: NASA/Bill Ingalls

14. Did we succeed?

15. “ 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

16. Did we succeed? Announcements of the Nobel Prizes in Physics and Chemistry Awarding ceremony, banquet Announcement of the Prize in Economic Sciences

17. The Nobel Prize posters 2007 Now in Economic Sciences Available in 11 languages Distributed in about 123,000 copies (total) to 16 countries around the world Free of charge up to 10 copies Available in web version, “ Illustrated presentation”, at Nobelprize.org

18. Press conference 7 December Nobel Prize December events Nobel Lectures 8 December webcast at Nobelprize.org School visit Nobel Laureates, Swedish professor and Swedish PhD students

19. Thank you for your attention!