Wednesday, 9 January 2013: 9:30 AM Climate.gov Room 8ABC (Austin Convention Center) Viviane Silva, NOAA/NWS/CSD, Silver Spring, MD; and F. Nielpold The NOAA Climate.gov web portal provides science and services for a climate-smart nation. We offer a public-friendly point of entry to NOAA's and partners' diverse portfolios of climate data and information. Our goals are to promote public understanding of climate science, to make our data products and services easy to access and use for decision-making, to provide climate-related support to the private sector and the Nation's economy, and to provide quick access to data and information for individuals with very specific questions. Each of the tabs on Climate.gov's main page is designed to meet the needs and interests of four groups: 1. News & Features is a popular-style magazine for the science-interested public covering topics in climate science, adaptation, and mitigation. 2. Data is a gateway for scientists, resource managers, businesses and other interested members of the public who want to find and use climate data. 3. Decision Support is designed for policy leaders, decision makers, and resource managers who want authoritative, peer-reviewed climate science information to help them understand and manage climate-related risks and opportunities. 4. Teaching Climate offers learning activities and curriculum materials, multi-media resources, and professional development opportunities for formal and informal educators who want to incorporate climate science into their work. The Climate.gov project began as a rapid prototyping effort that was first published in February 2010 so we could gather feedback to help us develop and evolve Climate.gov in user-driven ways. We completely redesigned the site based on user feedback and transitioned to an operational status in late 2012. Here's a brief summary of some of what's new: • a complete redesign of the user interface to improve our page designs and to simplify navigation throughout Climate.gov; • renamed sections for easier audience recognition: ClimateWatch Magazine became “News & Features”; Data & Services will became “Data”; Understanding Climate became “Decision Support”; and Education became “Teaching Climate.” • an expanded scope and enhanced functionality. For example, we added a new “Climate Conditions” section to provide routinely updated maps and data trends that give a public-friendly digest of recent, current, and near-future climate conditions. • a new host server and content management system was built to improve and expedite our ability to publish and manage Climate.gov's contents. Particular emphasis through 2013 and beyond will be on evolving the design and functionality of the “Data” section and the Climate Conditions section to expand and improve users' ability to locate, preview, interact with, analyze, and access climate data from all across NOAA's and its partners' data centers. At the AMS, we will present the new version of Climate.gov, which features an entirely new look and feel, additional capabilities, and better integration of services. True color MODIS composite image of Earth by Reto Stockli (under subcontract to SSAI working for NASA). City lights image on night side of terminator from DMSP OLS data, courtesy Chris Elvidge, NOAA.
(NRC report, 2003 entitled “Satellite Observations of the Earth’s Environment: Accelerating the Transition of Research to Operations”).
In surveys conducted by the Pew Project for Excellence in Journalism, 34% of respondents said they read news online within the past 24 hours (as opposed to 31% who favored newspapers); and a full 41% said they get most of their news online, 10% more than those who said they got most of their news from a newspaper. http://mashable.com/2011/03/15/online-versus-newspaper-news/
I co-opted Jon Miller’s model and added more strata to reflect more of the diversity of audiences and objectives pursued by government agencies today. This version is color coded to reflect the four broad publics targeted by the NOAA Climate Services Portal. Red = policy leaders and decision makers; yellow = data and services users; green = educators; and blue = the public continuum and public media.
Two new sections: Climate Conditions and Decision Support Renaming ClimateWatch Magazine to “ News & Features” Combining Education and Understanding Climate into “ Teaching Climate ”
The survey was available on climate.gov from August 17 through October 31, 2011. 737 people started the survey and 525 finished, for a 71% completion rate. The survey was conducted and analyzed by Margaret Mooney and Jean Phillips at the University of Wisconsin-Madison.
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Climate.govA Brief Overview and Next StepsViviane SilvaNOAA Climate Services Division (NWS)Frank NiepoldNOAA Climate Program Office (OAR)First Symposium on the Weather andClimate EnterpriseAMS Annual MeetingJanuary 9, 2013
Weather and climate influences almost every sector of society, & affectsup to 40 percent of the United States’ $10 trillion annual economy. Marine Ecosystems Coastal Resilience Water Resources Extreme Events Agriculture Energy Health InfrastructureSource: NRC report (2003) “Satellite Observations of the Earth’s Environment: Accelerating the Transition of Research to Operations”) 2
Societal concern about the impacts of climate change is growing.Societal concern about the impacts of climate change is growing.People want easy and timely access to credible climate science data & information toPeople want easy and timely access to credible climate science data & information tohelp them make informed decisions affecting their lives and livelihoods.help them make informed decisions affecting their lives and livelihoods.
Recent trends in public media use* 100 100 90 90 80Percent of respondents using media 80 70 70 60 60 Network n Local TV 50 CNN new Cable new Percent 50 40 40 Reads Gets news 30 30 20 20 10 10 01992 1995 1996 1999 2002 2003 2006 20072010 2012 1993 1994 1997 2000 1993 1995 1998 20002001 2004 2005 2008 1998 20022004 2006 Year *Miller, J.D. (2008): “Civic Scientific Literacy: The role of the media in the electronic era.” White paper presented at AAAS Conference. Pew Project for Excellence in Journalism (2011)
As the leading provider of climate, weather, & water informationto the nation and the world, NOAA is a logical source for citizensto turn to for climate information. 5
NOAA Climate.gov Goals• to promote public understanding of climate science and awareness of ongoingchanges in climate conditions—globally and regionally;• to highlight climate data, decision support tools, and professional developmentand training opportunities designed to help improve the nation’s resilience; and• to provide formal and informal educators reviewed educational resources andprofessional development opportunities to incorporate climate science into theirwork. 6
NOAA’s Climate Portalhttp://www.climate.gov The Climate.gov project began as a rapid prototyping effort that was first published in February 2010 so that NOAA could gather feedback to develop and evolve Climate.gov in user-driven ways. Plans are to transition the portal from a prototype to an operational status in early 2013.
Jon Miller’s model* U.S. President, Congressional members, OMB, & Decision Makers OSTP Nobel laureates, people who testify before Science & Congress, heads of major research labs, NAS & Technology Policy NRC Committees Leaders Roughly 38 million American adults track 1 or more sci/tech topics; are quite Science Attentive Publics knowledgeable; willing & able to engage in policy-relevant discourse 67 million adults understand Science Interested Publics “scientific study”; 115 million understand the structure & purpose of an “experiment”. The Residual Public The remaining population (unaware/uninterested) who is unaware &/or uninterested in science & technology.*Miller, J.D. (2004): “Space Policy and Science Policy Leaders in the United States.” A white paper presented toNASA Headquarters; on-line at http://esdepo.gsfc.nasa.gov/docs/files/NASA_Leadership_Report.doc
NOAA’s four initial target audience groupings Decision Makers Science Policy Leaders NOAA Internal Scientists & Data Users Public Media Educators & Students Museums, Science Centers, and After School & Community-based Programs Public Science Attentive Public, Citizen ScientistsContinuum Science Interested Publics Residual Public 10
New version: Structural HierarchyBrowseSearch&
Portal Sections provide information to a range ofaudiences to enhance societys ability to understandand plan and respond to climate variability andchange.1. Audience (the who) The prototype features four audience- focused sections: • News & Features for the public • Climate Conditions for the public • Data for scientists and data users • Teaching Climate for educators & students • Decision Support for policy leadershttp://environment.yale.edu/climate/files/Climate-Beliefs-September-2012.pdf
The who - start at the audience interfaceand work backward into the agency Public Continuum Educators Data-using Comms Policy Leaders Target Audiences NOAA Virtual Teams NOAA Climate Science NOAA Marine NOAA Coastal Fisheries National Weather Service Climate Science Community
Recommended logical progression to lend focus1. Audience (the who) Why communicate with them? What’s your desired outcome? Can be to:2. Objective (the why) • Inform — Raise awareness, increase interest, change attitude (Passive consumer) • Engage — Dialogue, interact to further raise awareness, increase interest & change attitude (Active consumer) • Educate — Programs to increase knowledge and skill, interpretation (Student, Educator, Resource developers, Leadership) • Implement — Participation, R&D, Decision support (Designers & Decision 14 Makers)
Recommended logical progression to lend focus1. Audience (the who) What impression or information or2. Objective (the why) knowledge or skills do you want to convey? Messages can be crafted to:3. Message (the what) • inform &/or educate about the state of the science and build capacity • report new science results • announce new data products & services • address societal implications and concerns, etc. 15
Recommended logical progression to lend focus1. Audience (the who) Successful, effective message delivery2. Objective (the why) hinges on its compatibility with:3. Message (the what) • an audience’s interests in it;4. Process & medium • their needs for it; (the how) • their capacity to understand it; • where / how they typically seek it, etc. 16
Climate.gov Survey Score = 3.63(scale of 1 to 5, n=525) based on 5 core questions common to all targetaudiences that measure functionality and quality of relationships 1) Satisfaction (based on reasons for visiting), 2) ease of navigation, 3) likelihood of recommending, 4) search engine, and 5) response confidence level 72.6 100 point scale
NOAA’s Climate Portalhttp://www.climate.gov The NCS Portal Prototype provides a well-integrated, online presentation of NOAA’s climate data & services. The prototype features four audience-focused sections: • ClimateWatch for the public • Data & Services for scientists and data users • Understanding Climate for policy leaders • Education for educators & students The Dashboard is a data- driven synoptic overview of the state of the global climate system. Past Weather allows users to easily retrieve weather data for any given location & date.
NOAA’s New ClimateWatch Magazine (Soon to be “News &Features”) An online magazine written and designed in a popular style. Goal is to grow an attentive public to NOAA & climate. Contains 3 types of content: • Articles and stories • Images with captions & annotations • Videos with scientists’ commentaries Features social media tools for subscriptions & RSS feeds, content rating, forward to a friend, and forms for facilitated feedback.
NOAA’s Climate.gov Teaching ClimateRedesign and Expansionhttp://www.climate.gov The NOAA Climate Portal’s Teaching Climate section provides a syndication of the CLEAN collection (cleanet.org) with the other section content The section features educator- focused sections: • Teaching Climate Literacy provide educators detailed discussions and strategies • Curriculum Maps of Climate Concepts for grades 3-5 to 9- 12 • Professional Development Resources and Opportunities • Reviewed Educational Resources on Climate and Energy topics from the CLEAN Collection
Plans for new ‘Climate Conditions’ section Public-friendly digest of recent & near-future climate conditions. Initial emphasis on ‘mature’ products of high public interest & relevance Will provide extensible maps & trends with links to source providers. Will give entré e to subject experts to provide value-added interpretation.
Plans for new ‘DecisionSupport’ sectionPeer-reviewed resources for policyleaders & decision makers to help themmanage their climate-related risks &opportunitiesContent sortable by thesecategories:- Society & Environment (i.e., sectors)- Topics- Regions- Agencies & OrganizationsContent types:- Reports & Assessments- Decision Support Tools- Datasets- Fact Sheets & Presentations- Professional Development Opportunities
NOAA’s Climate.gov DataSection Redesign andExpansionContent sortable by thesecategories:- Global Maps- Regional Maps- United States Maps- Global Climate DashboardSearch types:- Integrated Maps Application- Text Search for data sets and services- Browse Library
NCS Portal Dashboard http://www.climate.gov Just as a dashboard gives instant information on the status of a vehicle’s various systems, NOAA’s Global Climate Dashboard presents an overview of the current state of Earth’s climate system in historical context. The Dashboard is designed for people seeking a synoptic view about what we know about climate variability and change, particularly policy leaders.Adjustable sliders up top allow users to focus on the time period of interest.Hover cursor over graphs to produce brief “tool-tip” snippets stating what each parameter is showing.Click on graphs to jump to more detailed landing pages with more details produced in a popular style.
A three-pronged strategy forcommunicating with and educating ourtarget audiences Dialog & Direct Engagement NOAA Science NOAA Web &Communication & Social Media Target Education Audience Personnel Partners & trusted sources 25
Gathering Feedback and Enhancing CollaborationsIf you have feedback &/or would like to be a contributor to any section of If you have feedback &/or would like to be a contributor to any section ofClimate.gov, please contact the sections team leaders: Climate.gov, please contact the sections team leaders: Climate Conditions: Decision Support firstname.lastname@example.org email@example.com Climate Dashboard: News & Features: firstname.lastname@example.org email@example.com Climate.gov in general: Teaching Climate firstname.lastname@example.org email@example.com Data firstname.lastname@example.org email@example.com 26
Quality of Relationships Awareness To what extent do the various target audiences know that NOAA exists &/or what NOAA does Trust Perceptions of accuracy, credibility, and authority Satisfaction Perceptions of relevance, reliability, & completeness Usability & Use How easy is it to use climate.gov? How useful are the resources? Are the resources being used? And, if so, how often / widely? Control Mutuality Can users ask questions, offer recommendations or criticisms, & get timely responses? Is there opportunity for 2-way influence?
Easy Access to Data Products Short explanatory Short explanatorywww.climate.gov article article Interactive Interactive MultiGraph MultiGraph References References cited cited Links to data & Links to data & source source provider provider