How to become an overnight sensation in just 8 years
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Transcript of How to become an overnight sensation in just 8 years
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How to become an overnight sensation in just 8 years
Finding the story and telling it
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Some context
• The writing on the all– Ag, energy, military economic cornerstones
• Demographic trends– Out-migration– Rural depopulation
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Some context
• EPSCoR 1985
• Higher Education Roundtable– Local, state, federal (Congressional), private
sector
• Trends are not inevitable
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What’s happened
• North Dakota’s image is not high tech
• But we’ve got a good story to tell– Microsoft– Alien Technology– Tech Park
• Ingersol Rand
• John Deere
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What’s happened
• Enrollment, program and research growth
• Jobs creation
• Political support
• Private sector support
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“Fargo has blossomed into a hip, college town enjoying the fruits of prosperity…North Dakota State University is the economic engine in the middle of it all.”
—USA Today, February 24, 2004
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“The greater Fargo region of some 180,000 people is becoming a force not only in software, but in electronics manufacturing, research and development, and biotechnology.”
—The American Enterprise, August 2005
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Becoming an overnight sensation
• EPSCoR Research Infrastructure Improvement award to Mark Nawrot - 1995
• Detailed research for theory development - 4 years
• NIH grant, study, experimentation - 2 years• Data analysis, peer review - 2 years
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What the PIO offers
• Relationship building– Media– PI’s
• News judgment– Significant, Local, Balanced, Timely,
Unusual, Famous
• Ability to tell a story
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Nawrot’s research
• Already known that drinking and driving don’t mix
• What’s new: motion parallax– Ethanol intoxication reduces depth perception
• Psychological Science, Dec. 2004
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Carol’s work
• Took advantage of holiday timing - dead time• Copy that built around New Year’s Eve theme,
made science relate• Targeted media list, distribution/wire services• Told a good story• Coached Mark
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The results
• National distribution– Print and electronic
• World wide distribution– In languages we don’t speak
• Broke through tsunami coverage
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Final thoughts
• Not every faculty wants/appreciates coverage
• Leap of faith to give up control of their work
• Big bang for buck - just a good team