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Science - Public Relations Case Studies
 Making a Mark in Addiction Research |
Brookhaven National Laboratory |
| Creating a Big Bang for a Physics Lab |
Brookhaven National Laboratory |
Making a Mark in Addiction Research
Brookhaven National Laboratory
Representing the Department of Energy’s Brookhaven National Laboratory for eight years, Dennis Tartaglia helped focus press attention on the Lab’s scientific leadership across a number of disciplines and research facilities.
A primary area of emphasis was BNL’s addiction research, which Tartaglia helped bring to national media prominence through ongoing study releases, journalist briefings, scientific symposia, and media tours at the Lab, in Washington, DC and in New York City. Hundreds of stories in media ranging from CNN and the BBC to The New York Times and The Washington Post were the result. This work won PRSA’s Big Apple Award and other honors.
Creating a Big Bang for Physics Lab
Brookhaven National Laboratory
Communications staff at Brookhaven National Laboratory learned that four experimental groups at the Lab's Relativistic Heavy Ion Collider had significant findings, about to be published as four complementary papers in a physics journal: discovery of an unexpected form of primordial matter. While excited, the scientists were dismayed by the prospect of $18 million in federal funding cuts to this premier research facility. They were also concerned that a high-profile press announcement would be seen as “hyping” the papers’ scientific significance.
Dennis Tartaglia worked with Brookhaven to design a strategy timed to the peer review publication process. The strategy placed these findings in their proper context, achieved high level media visibility and maintained the Lab's credibility. News coverage included The New York Times, Wall Street Journal, USA Today, Scientific American (cover story), and many more leading outlets… and led to the Lab’s first philanthropic donation. The campaign won the public relations industry’s top award: the PRSA Silver Anvil.
NOTE: This work was done by Dennis Tartaglia while employed by M Booth & Associates.
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