L.A. County Science and Engineering Fair

http://articles.latimes.com/2009/apr/18/local/me-fair18

Case Study:L.A. County Science and Engineering Fair

Challenges: The L.A. County Science and Engineering Fair is the country’s oldest and largest regional science fair, with many winners going on to state and national fairs, but enjoyed very little media awareness or press coverage other than listings in community papers. Further, the organizers of the event wanted to elevate the profile of the science and engineering fields as relevant, current and “cool” – in short, how do you shed the “science geek” image, make science relate-able and get kids interested in choosing careers in science?
Solutions: Innovative, aggressive public relations campaign that included revamp of press kit, collateral materials and public service announcements and wide outreach to local and national media. Establishment of keynote speaker at awards ceremony and guest speakers on first or second day of 3-day fair, focusing on high-profile professionals working in the science and engineering fields or in science-related positions in the entertainment industry.
1. created press releases and advisories to be disseminated at various stages in the Science Fair cycle, including offering behind-the-scenes or work-in-progress look at select projects with topical or timely appeal, including alternate fuel cell vehicles, robots, etc.
2. established relationships with local network affiliate news programs such as KCAL/KCBS, KTLA, etc.
3. established relationships and secured coverage with national late-night shows such as The Tonight Show and Jimmy Kimmel Live, utilizing the funny, quirky, creative angles offered by many science projects on display as well as by interviewing the students.
4. strategized with client to secure keynote and guest speakers including science consultants on shows such CSI: Las Vegas, the producers of An Inconvenient Truth, the host of Discovery Channel’s Mythbusters, the L.A. County Sheriff’s Department’s crime unit, etc. Created photo opportunities with autograph signings, media tours, interactive science demonstrations, etc.

Results: Over the past seven years, we have secured press coverage of the awards ceremony from the L.A. Times, Daily News of Los Angeles, La Opiniòn as well as many local and community papers including The Pasadena Star-News, The Long Beach Press-Telegram, The Jewish Journal, The Tidings (Archdiocese of L.A. weekly paper) The Daily Breeze and a number of community and ethnic publications; electronic coverage of the awards as well as the guest speakers and autograph signings and demonstrations includes KCAL/KCBS, KTLA, CNN and PBS; KCRW and KPCC (NPR member stations), KNX and KFWB radio and news and science related websites.