Where Is Hal?A CASE Media Fellowship on

AI and RoboticsAI and Robotics

Lee Tune

A Communication Odyssey

The CASE Media Fellowship Program provided professional journalists with an opportunity to spend up to a week at selected universities, working with faculty

and learning about work in highly relevant areas of research. Through a competitive process a CASE panel of journalists selected from among many

different universities' proposals.

                    

- Text from the Web site of the Council for Advancement and Support of Education (CASE)

Getting With the Program

REPUTATION

REPUTATION

REPUTATION

University Marketing and Communications

“We are focused on one mission:

to increase awareness, support and loyalty among constituents who are vital to the University of Maryland's success.”

Quality, Impact, Discovery

CASE Media Fellowship Proposal

Where is HAL? Today’s Computers and Robots Are Doing LessAnd More Than Ever Imagined

“I am a HAL Nine Thousand computer, Production Number 3. I became operational at the HAL Plant in Urbana, Illinois, on January 12, 1997.” -- HAL, 2001: A Space Odyssey (the novel)

Overview

The year 2001 has come and gone, but there is no HAL, the almost god-likecomputer from the novel and movie 2001: A Space Odyssey. Nor are we close tohaving human-like robotic companions and protectors such as R2D2 from StarWars and the robot in the 1960s TV show “Lost in Space.” Creating machinesthat can think, move, see, speak or hear on levels comparable with humans hasproven far more difficult than once imagined. And yet, in many ways our dailyactivities already are assisted, monitored and, in some ways, even controlled bycomputers and robots. This fellowship will examine the state of the art incomputer intelligence, robotics and other related areas in light of past predictions,present achievements and likely future directions. The sessions will feature bothdiscussions and demonstrations and many will take place in the university’snumerous world-class computer and robotics laboratories.

The Proposal

The Odyssey Really Begins

Marketing to Peers: Step I

Audience: My colleagues and boss in University Communications

Message: My proposed fellowship would have real appeal to journalists

Message: UMD has the faculty expertise and facilities for this fellowship

Message: If we build it, they will come

rewrite, research, refine

Marketing to Peers: Step II

Audience: CASE selection panelMessage: Our proposed fellowship will have real appeal to journalists Message: UMD has the faculty expertise and top flight facilities for this fellowshipMessage: UMD’s communications office will carry out a first-rate fellowship, boosting the reputation of both UMD and CASE

Morning sessions

Computer Sight in the 21st CenturyTeaching computers to “see” on a par with

humans -- once thought to be easier than teaching them chess -- has proven much more difficult than either fiction writers or computer scientists imagined decades ago. However, researchers in the university’s Computer Vision Laboratory are creating software and cameras that are bringing much closer the still distant vision of computer sight.

“Where is Hal?” CASE Media Fellowship Implementation Plan

Initial steps to be taken at 7-17-01 staff meeting will include reviewing/supplementing the below outline and selecting the University Communications Hal Implementation Team.. Once the team is established and responsibilities are selected/assigned, the team should agree on target dates for the essential steps outlined below.

Recruiting and communicating with reportersDevelop criteria for reporter selection

Develop list of reporters to invite based on the criteria

Develop written invitation/pitch to reporters

Create Web page for reporters to go to for information

E-mail, fax and mail invitations to reporters

Do follow up calls to reporters

Write acknowledgment letters for application submissions

Review submissions from media solicited by UMD and CASE.

Select fellows - Team review with final selection by Lee

Write acceptance letter to fellows - assign to student intern for initial draft

Research/develop profiles of fellows

Submit profiles to fellows for their approval

Maintain contact with fellows and provide advance details of program, lodging, etc.

Develop list of things to be provided to fellows including final program, handouts (work with program faculty on this), participants list, presenters/experts list, UM gifts, etc. (Other materials might include DC/regional tourist info) Talk to Publications about doing the cover for the program

Developing and organizing the program Inform Deans, Chairs and key faculty that we have gotten the fellowship and seek to enlist their help in recruiting faculty, funding dinners, etc. Develop one page description of fellowship (for Web and other marketing uses) Develop small external advising team (faculty) Review and refine proposed program using input from advisory team. Proposed program will be continually adjusted/updated based on responses from faculty, firming up of logistics, etc., until the program is finalized Develop complete list of possible faculty for program (seek to fill in any holes in list included in CASE proposal) Contact potential faculty (and their chairs) about the program and about their availability during the months of February and April Do follow up calls to those faculty (most) who don’t respond to the e-mail Set date. By Sept. 14, send CASE final dates for program and the date of deadline applications (Dec. 3 suggested by CASE) Solicit and obtain outlines and/or drafts from faculty of their proposed presentations Review these outlines/drafts and work with faculty to refine or revise as needed Organize faculty by sessions and/or days and facilitate their getting together to coordinate their presentations. Ensure this coordination occurs and is effective.  Finalize content portion of program.  

Add in final logistics information

Logistics (food, lodging, meeting rooms, equipment, etc.)

Create detailed plan of activities for fellows, including dinners hosted by the Clark School and CMPS and any other evening events.

Develop list of venues/facilities, AV equipment, etc. needed for fellowship.

Once date is set, arrange for these venues/facilities, AV equipment, etc.

Check and double check arrangements including final checks immediately prior to start of fellowship.

Marketing to the Media

Audience: Science and tech reporters at major media outlets around the country with a special focus on the Washington – Baltimore region.Message: Our AI/Robotic fellowship offers a rare chance to get in-depth information on a timely high tech topic that will continue to be at the cutting edge for decades to come. Message: The University of Maryland has assembled some of the world’s best AI/robotics faculty and facilities. Message: World-class UMD faculty are breaking new ground in a host of research in anti-terrorism and military applications of robotics and artificial intelligence.

Choosing Fellows

CASE set a limit of 3-5 journalists per fellowship. Nine journalists submitted applications.

I selected the five reporters from media outlets that offered the best communications vehicles for the university.

Four attended. A journalist with Wired magazine, withdrew because of a schedule conflict.

Media Fellows

Chris JoyceHe lives on the Chesapeake Bay in Maryland and works for National Public Radio as an editor and correspondent for both the national and science desks. Joyce has written two popular science books, one about forensic anthropology and the other about new medicines from rainforest plants.

Mike StrohWorking and living in Baltimore, Md., he writes about science and technology for the Baltimore Sun. His beat includes subjects ranging from molecular biology to engineering and computer science to theoretical physics and mathematics. Prior to joining the Sun in 1998, he covered technology for the Sacramento Bee in California,

Excerpts from program bios

Media Fellows

Lauren Barack Currently living in New York City, she is a technology reporter for the New York Post. She writes features and breaking news for the business desk and spends much of her time covering the Internet. Prior to joining the Post, she worked for MTV, TNT, Warner Brothers and the St. Petersburg Times.

Mike GoldfeinHe works as a Washington Correspondent for Belo Broadcasting and prior to that worked as a Washington Correspondent for Hearst Broadcasting. During his time in Washington, he has covered nearly every major news event including the Iran-Contra scandal, the Clarence Thomas hearings, the Challenger accident and the Gulf War.

Excerpts from program bios

Media Results

• Excellent feedback from and ongoing relationships with the media fellows

• A much raised reputation for the University among the fellows

• Increased coverage

• Increased public recognition

“It was a fantastic and highly beneficial three days.…

. . . Lee Tune, who did an extraordinary job organizing the event.…

I look forward to returning to campus soon to shoot a story or two. . .”-- Mike Goldfein

Campus Results

• Boosted faculty awareness of the Office of University Communications, and of our work to heighten public recognition of the impact and quality of their research

• Strengthened relationships between University Communications and faculty

• Strengthened knowledge and relationships among UMD faculty doing related work in different units

Peer Results

• Helped build awareness of the quality and professionalism of UMD’s communications office among university advancement peers in the CASE organization and at other institutions.

A Solid CASE for UMD

• The Office of University Communications competed for and won the opportunity to host CASE media fellowships three times. 3 for 3!

• All three fellowships received high marks from the media, faculty participants and CASE.

• As a result then University Communications director George Cathcart was asked to be a CASE panel member for selection of fellowship proposals.

Compellingly communicating the quality that you have

helps build the reputation that you want.

?s