Performance Based Management
Self-Assessment Report
October 2002
Index

Public Affairs

Introduction/Background

  Contractor

DOE Office

Contractor No.:  DE-AC03-76SF00515
Point of Contact:  Nina Adelman Stolar
Telephone No.:  (650) 926-2282
E-mail:  nina@slac.stanford.edu              
LCMD Name:  Katherine Woo
Telephone No.:  (650) 926-2670
CO Name:  Tyndal LindlerTelephone
No.:  (650) 926-5076 (SLAC)
E-mail: tyndal.lindler@oak.doe.gov

Date of Last Assessment: October 2002

The SLAC Office for Communications (Communications group) received an Excellent rating in the performance measure areas currently agreed upon between SLAC and DOE/OAK in the FY 2002 Annual Appraisal. We had no 'marginal' areas in our last Assessment.

Departmental Overview

Laboratory Mission

The Stanford Linear Accelerator Center is the lead Department of Energy (DOE) laboratory for electron-based high energy physics. It is dedicated to research in elementary particle physics, accelerator physics and in allied fields that can make use of its synchrotron radiation facilities—including biology, chemistry, geology, materials science and environmental engineering. Operated on behalf of the DOE by Stanford University, SLAC is a national user facility serving universities, industry and other research institutions throughout the world. Its mission can be summarized as follows:

 

Organizational Mission

A goal for FY 2003 was to create a department mission statement. The mission of the SLAC Office for Communications is to:

Identification of Self-Assessment Report Staff

Names, titles, affiliations of participants

Neil Calder, Director for Communications

Nina Stolar, Public Affairs Manager

Performance Objective: The Communications group will have systems in place to effectively communicate the mission of the laboratory both internally and externally and to support the scientific programs and achievements.

Performance Criteria 1.1:

Communications will maintain SLACs position as a constructive participant with the general public, neighbors and media representatives. Provide information to the public on the laboratorys scientific programs and achievements. Conduct community relations programs with minimum impact on laboratory operations.

Performance Measure: 1.1a (Weight 70%)

The Office for Communications organization will provide appropriate staffing and resources for development of effective communication processes and informational materials. Community relations and outreach efforts will convey the laboratory mission, scientific programs and achievements.

Performance Criteria 1.2:

Communications will maintain SLAC’s position as a constructive participant with staff members and the international scientific community. Provide information to the laboratory community on the laboratory’s scientific programs and achievements.

Performance Measure: 1.2a (Weight 30%)

The Office for Communications will improve and develop effective internal processes for information dissemination and services to the laboratory community. Analyze and implement mechanisms to facilitate participation by members of the laboratory community.

Performance Assumptions:

The SLAC Communications Office encompasses internal and external relations. External relations include liaison with DOE, Stanford University, local communities, media representatives and local educational institutions. Education programs are based on available funding each year. Internal areas include management of information channels (such as web-based information vehicles and staff newsletter) and support functions (including conference management and multimedia services).

Performance Gradient:

Composite score of quantifiable metrics developed jointly by SLAC Communications and DOE/OAK annually. The rating category will be subjectively determined by DOE/OAK in agreement with SLAC.

Findings:

Establishing a New Culture of Communication

With the strong leadership of Neil Calder, the SLAC Communications group has catalyzed a revolution. Our activities are proactive and focused on gaining recognition of the laboratory’s and DOE’s significant contributions to scientific research. By opening our doors to the local community and encouraging much higher levels of contact, the laboratory gains trust and partnership. See Appendix I for Documentation of Communication Results.

SLAC’s cohesive communications strategy is being implemented to have maximum impact in five major areas:

National and International Collaboration

Physics research is increasingly a global science. A laboratory’s communication can no longer be isolated from the communication needs of funding agencies and other international research centers. To this end, the SLAC Communications group was instrumental in setting up the Interactions Collaboration. This group consists of the heads of communications at all the world’s high energy labs and works on promoting physics effectively to the benefit of all.

International collaboration efforts by the Communications group in High Energy Physics and Synchrotron Radiation include the following initiatives:

DOE Relations

We worked closely with the DOE Stanford Site Office (SSO), the Field Offices and the Office of Science to keep them informed of relevant activities and responded appropriately to requests. Monthly meetings have been established between the Director of SSO and the Director of Communications. SLAC participated in weekly conference calls with the Field Office. Communications’ staff members are active participants in the DOE-SC Laboratory Communications Council Meetings and represented the laboratory at appropriate events including the AAAS Annual Meeting and Exposition.

Visit Highlights

The Communications group hosted many important visitors during the past year. These include:

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Spencer Abraham, Secretary of Energy (see Accolade in Appendix V)

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Ray Orbach, Director of the DOE Office of Science

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Robin Staffin, Associate Director, DOE Office of High Energy Physics

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House Science Committee Staff Gabe Rozsa, Tina Kaarsberg, Charlie Cooke and Chris King

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Joel Parriott, Science Program Examiner, Office of Budget Management

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Senator Ted Stevens, Chairman of the Senate Appropriations Committee and of the Defense Appropriations Subcommittee and also President Pro Tempore of the Senate

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Ed Pucerella and David Pappone, House Budget Committee

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Yoji Totsuka, Director General of KEK

Media Activity

The quality and quantity of media coverage of SLAC scientific achievements increased enormously in FY 2003. To ensure that the value of SLAC science is recognized by all its stakeholders, excellent relationships with the world’s scientific press have been established. Examples include CNN, BBC, Nature, New Scientist, Scientific American, Science and Physics World.

A successful effort was made to increase coverage of the laboratory’s activities in the local press. In FY 2003, major newspapers carried multi-page features on SLAC including the San Francisco Chronicle, San Jose Mercury News, Palo Alto Daily and San Mateo Times. Regional television stations and radio stations also covered SLAC extensively. See Appendix II for representative press clippings.

SLAC 40th Anniversary

In October, the Communications group organized the largest scale SLAC event ever: Celebrating 40 years of science at the laboratory. Media in attendance at the event included the San Francisco Chronicle, Contra Costa Times, Stanford News Service, Almanac, and Tech TV. As expected, we received good local coverage in Bay Area newspapers including the San Francisco Chronicle, Contra Costa Times, San Mateo County Times, and the Stanford Daily.

We received congratulations from several governmental officials including an official letter from Secretary of Energy Spencer Abraham, a Commendation from California Secretary of State Bill Jones, a Proclamation in the Congressional Record by Congresswoman Anna Eshoo, and a letter of congratulations from Governor Gray Davis. John Marburger was the speaker at a special guest dinner that followed the Open House. Quotes from his talk were cited in the news coverage.

An announcement of the live Web cast of the SLAC 40th was posted on the Interactions.org newswire. During the broadcast our Web server maintained constant use by the maximum number of people.

Internal Communications

Efficient internal communication within the laboratory is essential. It creates efficiency and motivation among the staff and also empowers the staff themselves to become excellent ambassadors in their own communities. Major steps have been taken to improve internal communication. The creation of a new twice monthly newspaper, The Interaction Point, (http://www2.slac.stanford.edu/tip/) and implementation of the SLAC Today Web site (https://www-internal.slac.stanford.edu/today/) have established effective centralized internal communication repositories for news, events, announcements and activities at the laboratory.

An example of the systematic improvement process is the Phone Book which is the most heavily used feature of the SLAC Web site. We conducted a survey to understand what changes the SLAC community feels are most important to make, as well as what changes users feel are not necessary. The results will help guide us in implementing changes.

In addition to the 40th Anniversary Open House, Communications supported a number of significant laboratory events including the Kavli Institute Dedication and the Opening for the SLAC Guest House. Communications took part in implementation and publicity for Employee Recognition Awards and Service Award celebrations. Communications provided excellent customer service to support major scientific conferences, meetings and seminars throughout the year.

Awards to the SLAC community for academic and civic leadership are highlighted in Appendix III.

Community Outreach

Generating trust and support in the local community is the highest priority of the SLAC Communications group. We continue to develop public information collateral, science education materials and demonstrations to bring science to community activities. These materials are also available to staff members participating in their local communities. For a listing of literature and informational materials see Appendix IV.

Involvement and support of the local community is an essential foundation for the continued success of the laboratory. The Communications group has concentrated in making major improvements in this area. The Principals of the local high schools have been guided around the laboratory, and joint projects are in preparation to ensure that each high school student in the area visits SLAC as an integral part of his or her science education. In support of this initiative, special tours have been arranged for high school teachers. A new tour route has been designed allowing visitors to walk through an accelerator and see a full scale particle detector. SLAC’s Communications group participates in local community activities such as street fairs and chamber of commerce events. SLAC has also increased its participation in Stanford University community relations activities such as Community Day.

The Communications group effort to cultivate, train and reward laboratory community members for community outreach activity has been very successful. We have involved a broader range of the laboratory community in these efforts. We have focused on involving young graduate students and post doctoral students in the Tour Program.

We continue to offer facilities use to local community groups. Communications staff members welcome community groups at the start of their meetings.

Stanford University

SLAC Communications played a significant role in Stanford Community Day with scientific demonstrations, literature and a poster session and exhibits. Communications group members are involved in preparations for the third Stanford Community Day in 2004. SLAC participated in the Stanford University Walk to Cure Diabetes.

SLAC hosted tours during Stanford University Commencement with 650 attendees. The Tour Program hosted 30 Stanford group visits with over 1,400 participants. The Stanford Engineering School alumni group hosted several visits with over 100 attendees for each tour. We now have access to the Stanford Event calendar to post upcoming tours gaining greater visibility within the Stanford community and ease of access for the general public.

Tour Program

The Communications group has increased the pool of tour guides and is responsive to the high demand for laboratory visits. The group has extended the research areas available and upgraded guide training materials. In addition, the group is implementing a strategic outreach plan to facilitate lab visits by all area high schools, especially science classes. Science teachers from area schools have been invited to special tours of the laboratory.

In FY 2003, the Communications group had a significant increase in Tour Program participation. SLAC hosted 9,764 visitors on almost 568 tours. This included 189 educational groups, more than twice the number in FY 2002.

Tour Program and Visitor Center accolades are highlighted in Appendix V.

Science Education Programs

Graduate students from Stanford University, national and international universities and institutes participate in our research as a component of their graduate degree work. The annual two-week Summer Institute on Particle Physics offered continuing education for 287 international participants.

The Communications group met their goal to continue to support professional science education and undergraduate programs. The group has continued science teacher activities to the level of funding available for them. SLAC runs a number of programs to increase the interest of young people in high energy physics and science in general. In addition to programs for the local community in the past year SLAC has run two programs intended to support the education of young scientists.

Additional programs in support of science education outreach include:

Art Exhibitions

The SLAC Art Committee presented two exhibits in W.K.H. Panofsky Auditorium and collaborated with Fermilab on an exhibit at a New York Gallery. The SLAC exhibits featured people and research facilities to foster greater involvement with the scientific mission of the laboratory. The public exhibit was designed to foster greater public understanding and involvement with science.

"Interface: People Who Make SLAC Work" showcased wonderful photographs of SLAC staff and users taken by SLAC Photographer Diana Rogers. "Masters of Matter" exhibited photography by world-renowned photographer Peter Ginter. The exhibition represented a selection from images Ginter created during visits to DESY in 1997, CERN in 1998, and SLAC in 2002.

SLAC and Fermilab collaborated on a joint contribution to the summer exhibition "Signatures of the Invisible" at New York’s P.S.1, one of the world’s most prestigious contemporary art centers. Presenting the work of leading European and American contemporary artists as they respond to new concepts of reality generated by particle physics research, the exhibition will tour the U.S. Five thousand visitors who came on the opening day were fascinated by the equipment on display including a drift chamber, a klystron, klystron collectors, an element from the D0 detector, a cosmic ray counter, a cloud chamber and films of both laboratories.

Appendix I: Documentation of Communication Results

The following Communications highlights demonstrate the systemic approach using web-based channels to inform various communities on upcoming events and documenting them along with crediting the participants for their efforts. These information channels include:

The Interaction Point newsletter serves to announce and document activities including events, services, outreach and scientific education:

Art Exhibits both at the Laboratory and in public galleries serve to educate people about science. Exhibits during this time period included:

Appendix II: Selected Press Clipping Highlights

Examples of Local Press Coverage of SLAC 40th Anniversary Celebration:

http://sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2002/09/30/MN65292.DTL

http://www.paloaltoonline.com/weekly/morgue/2002/2002_11_06.slacmain06.html

http://news-service.stanford.edu/news/october9/slacat40-109.html

http://news-service.stanford.edu/news/october9/slacmead-109.html

http://www.bayarea.com/mld/mercurynews/4393180.htm

GEO France (magazine) featured a 14 page story about SLAC using the Peter Ginter Photographs taken for the SLAC 40th Anniversary Event (March 2003). View the photos online at: http://www-conf.slac.stanford.edu/40years/ginter/default.htm

Science Magazine has 3 articles about the Linear Collider project (February 21, 2003):

http://www.sciencemag.org/cgi/content/full/299/5610/1168

http://www.sciencemag.org/cgi/content/full/299/5610/1171

http://www.sciencemag.org/cgi/content/full/299/5610/1173

BBC News Story about SLAC breaking the data transfer speed record as part of an international team (March 6, 2003): http://news.bbc.co.uk/1/hi/technology/2822333.stm

Front page of CNN.com story about SLAC breaking the data speed record (March 7, 2003): http://www.cnn.com/2003/TECH/internet/03/07/speed.record/index.html

San Jose Mercury News "Data sent at 3,500 times the speed of broadband" (March 8, 2003): http://www.bayarea.com/mld/mercurynews/business/5346316.htm

Nature Magazine mentions SLAC in article about same (March 26, 2003):

http://www.nature.com/nsu/030324/030324-7.html

Internet2 Land Speed Record entered into the Guiness Book of World Records:

http://www.guinnessworldrecords.com/index.asp?id=58445

New Subatomic Particle receives press coverage by BBC, Stanford Report, and New Scientist:
http://news.bbc.co.uk/2/hi/science/nature/2987195.stm
http://news-service.stanford.edu/news/2003/april30/newquark-430.html
http://www.newscientist.com/news/news.jsp?id=ns99993687

Discovery of particle Ds(2317) continues to gain press coverage in USA with articles in Nature: http://www.nature.com/nsu/030428/030428-18.html

Continued Press Coverage of Ds (2317) examples:

http://physicsweb.org/article/news/7/4/20

http://nst.pku.edu.cn/article.php?sid=2981

http://www.physlink.com/News/Index.cfm?ID=38

http://www.sciencemag.org/cgi/content/full/300/5622/1076

Appendix III: Awards and Milestones

Yolanda Pilastro (WM) and Ali Farvid (MFD) were recipients of the U.S. Environmental Protection Agency (EPA) Champions of Green Government award given to federally funded facilities for efforts in preventing pollution and exercising environmental stewardship.

SLAC Theorist Helen Quinn elected to the National Academy of Sciences.

Blair Ratcliff, Experimental Group B, elected Fellow of the Council of the American Physical Society.

SSRL Director Keith Hodgson was appointed the Howard H. and Jessie T. Watkins University Professor.

Sami Tantawi received the 2003 USPAS Prize for Achievement in Accelerator Physics and Technology, presented at the 2003 Particle Accelerator Conference.

Derek Tournear and Tony Johnson were presented with special awards from Secretary of Energy Spencer Abraham in recognition of their excellence in mentoring young scientists at SLAC.

Discover Magazine named SLAC Research Director Persis Drell one of the 50 most important women in science.

David Pritzkau received the APS Award for Outstanding Doctoral Thesis Research in Beam Physics.

Former SSRL Director Arthur Bienenstock named Stanford University Vice Provost and Dean of Research and Graduate Policy.

Director Emeritus Wolfgang K.H. Panofsky received a Lifetime Achievement Award from Oppenheimer’s Exploratorium in San Francisco.

SueVon Gee, SLAC Affirmative Action Officer was honored by the New Oakland Committee as 2002 Oakland Citizen of the Year. The award dinner featured a speech by Senator Barbara Boxer. Congresswoman Barbara Lee was also in attendance.

Laura O’Hara, SLAC Archives, was accepted into the Academy of Certified Archivists.

Janice Dabney, Technical Division, was a 2nd place winner of poetry contest hosted by the Palo Alto Public Art Commission.

Appendix IV: Literature and Informational Materials

The Communications group has achieved the goal of providing information about the laboratory that reflects the current science and administrative developments of the laboratory. This has provided impetus for upgrading general laboratory and public information materials to assure consistent dissemination of information through different media outlets and formats.

The Interaction Point, twice monthly newsletter of laboratory events and milestones distributed to SLAC community, stakeholders and retirees on request, current issue and archives available on-line on the SLAC Web

SLAC Today Web site for effective centralized internal communication of news, events, announcements and more

The Compendium, weekly notice of meetings and seminars at or of interest to SLAC community, available on-line on the SLAC Web

DOE Pulse, Interactions.org and the Office of Science EurekAlert! Web sites feature media coverage of physics and image gallery

SLAC Welcome Web page and Virtual Visitor Center feature public information, highlights of scientific research and accomplishments

SLAC Brochure, a trifold brochure about SLAC

SLAC Poster, colorful images of our experiments

GLAST Poster, showing active galaxies with jets at different angles

Press Kits featuring current news releases and information and about SLAC

SLAC Folder, red two-pocket literature folders

SLAC Holiday Cards, suitable for business acquaintances and SLAC Holiday e-Card available to send from the Web with a personalized message

SLAC Logo Stickers, in red and white

SLAC Postcards, small postcards with an aerial view of the lab

1962-2002 Celebrating 40 Years, a Photo History, SLAC 40th Anniversary Photo Book

San Francisco Bay Area, the Nation’s Laboratory for New Ideas, featuring SLAC as part of the innovative features of northern California, hardcover

Appendix V: Accolades from Visitors

Secretary Spencer Abraham letter of appreciation

Tour Program Visitors

The SSO would like to acknowledge your assistance as the SLAC tour guide for the Technology and Information Exchange (TIE) Workshop on November 14, 2002.

The feedback I received from OAK is that the tour participants were very impressed with both you and the accomplishments of the Laboratory.  We appreciate your help in communicating the major accomplishments of the Laboratory to those who don't often get the chance to see things first hand.

Dave Osugi/SSO, November 2002

Thanks to you and the other tour guides for what I understand was a fabulous tour. We've been receiving a number of emails today saying you all were great. We really appreciate it! Please pass along our thanks to the tour guides.

Elizabeth Kruger Curran '88, Director of Alumni Relations Stanford School of Engineering, January 2003

I came to see SLAC w/ a work friend who's an alumni 'cause for most of my younger years, I was positive I would be "in the sciences" (when I finally realized it wasn't going to be my career, I was in an organic chemistry class in college).

Your "presentation" re-ignited old passions...perhaps primarily reflecting your own passion and enthusiasm, but it was good to feel. I have a five year old daughter who seems to have an interest in science and the natural world & in a couple of years, would love to expose her to what I saw on Saturday. Thanks again for a morning well spent.

Michael Kirchberger, January 2003

I just wanted to say thank you so very, very much for taking the time to show me around SLAC last Friday. Needless to say, I am amazing my friends with all of my smart talk and knowledge!!

I really appreciate your time, and it was certainly a pleasure to meet both of you. I am certainly looking forward to seeing you again next year; and again, thank you for everything.

Best wishes,

Nora, Acquisitions Editor, CRC Press, February 2003

Thank you for the wonderful tour of SLAC. It was quite an enlightening experience. As we discussed, I would really like to bring a group of my employees up to the site for a tour the week of June 23-27. Do you think 1 hour and 15 minutes would be enough time (not including our travel time to and from the site) for the group? I could possibly make it 1.5 hours if you think the additional time is needed. I am also hoping that you will be the person who would speak to the group. I think your enthusiasm and knowledge are infectious.

Laura Wilson, Director, Department of Public Safety, Stanford University, June 2003

I just wanted to let you know what a wonderful tour Caolionn O'Connell gave our group today. Caolionn's in-depth knowledge of SLAC, her love of physics, sense of humor and enthusiasm made it the best tour I've been on. Our DOE guests were truly blown away.

Thank you so much for arranging it and scheduling Caolionn as our guide. First class!

Doug Kreitz, Assistant Director, Business Services Division, June 2003

Thanks so much for organizing the tour on June 12 for the Hewlett Packard/Agilent Retired Employees Club (HPREC).  A total of 38 retirees/guests attended the tour.  Please express our personal thanks to Dr. Abi Soffer for a very educational and interesting tour of your facility.  Dr. Soffer was able to bring the mission of SLAC very clearly into focus for the group and was able to help us navigate through the technical aspects as well as possible.  He represented the staff of SLAC very well and displayed a great deal of enthusiasm for his part in the project.

Again, thanks for a great tour and for providing a really nice fellow for the guide!

Gary Ruppel, HPREC BOD, June 2003

I wanted to thank you personally for setting up my tour with Caelionn O'Connell on Tuesday.  She was personable, knowledgeable and enthusiastic.  A great representative for SLAC!
Thanks for the terrific folder of handouts and the newsletter.  I am impressed by the scope and professionalism of your materials.  I shared the poster with my 16 year old daughter who is now taking physics, and will share the 40th anniversary photo book with my Dad, a Stanford professor emeritus, who will truly enjoy the trip down memory lane (even though he's an accountant, and not a physicist!). You took great care of me and I thank you.
Mary

September 2003

Visitor Center Guest Book Comments

January 2003: Wonderful and informative tour.

February 2003: Simply amazing.

I  love this place. It’s so fun.

This is the funnest learning place ever.

Now I know what the guys in Star Trek were talking about.

May 2003: Hey, it was really neat to come here. My wish is to come here and work or study someday.

August 2003: What a wonderful experience. Interesting and very informative. Always wanted to come here! I sure hope I could study here someday.

Appendix VI: SULI Program Participation

DOE’s Science Undergraduate Laboratory Internship (SULI) program brought 25 students from around the country to SLAC for a summer research experience. The program coordinator was Robert Vega, visiting Theory Group Visitor. Participants and their mentors are listed below.

PARTICIPANTS MENTORS

Adamson, Kristi Stefanie Harvey

Al-Adeeb, Mohammed Sayed Rokni

Alaniz, Gabriel Andrew Young

Berry, Melissa Peter Kim

Birt, Daniel Willy Langeveld

Cain, Hillary Art Snyder/Steve Wagner

Chao, Sharon Linda Hendrickson

Cone, Kelly Axel Brachmann

Docktor, Jennifer Tom Glanzman

Farrell, Joe Jim Turner

Gangadharan, Dhevan Sayed Rokni

Getaneh, Mesfin Ron Akre

Heimann, Jason Eduardo do Couto e Silva

Knodel, Mallory John Weisend

Lau, Travis Greg Madejski

Little, Angela Charlie Young

Martinez Outschoorn, Verena Peter Rowson

Newhouse, Randal David Fryberger

Nicholson, Amy Willy Langeveld

Quiller, Ryan Charlie Young

Rawlings, Renata Eduardo do Couto e Silva

Reyes, Manuel Tom Glanzman

Smith, Patrick Tony Johnson

Sramek, Christopher Tor Raubenheimer

Tanedo, Philip Yiton Yan