– Extinct Species Back to Life –
Challenge: Revive & Restore needed an experienced media relations team to help them navigate and manage a significant amount of media interest that was brewing about their privately- produced TedxDeExtinction event in Washington, D.C. in March of 2013.
Approach: In the weeks leading up to the launch, KRC worked closely with Revive co-founders Stewart Brand and Ryan Phelan to anticipate (and prepare answers for) the tough media questions that we expected they would receive, and we helped properly frame the TedxDeExtinction event on their website. We also partnered with the PR team at the National Geographic Society, which was hosting the event, and which had devoted a lengthy cover story to the subject, to develop a careful roll-out strategy for our media work around the event. We also developed a detailed interview schedule for the event day that required our close coordination with dozens of science reporters in advance to determine which of the world’s top de-extinction scientists at TedxDeExtinction they wanted to interview. We then managed three separate interview rooms throughout the day and facilitated dozens of previously arranged interviews with reporters while also managing unexpected media queries that arose during the event.
Results: We managed hundreds of media requests from across the world once news of this story spread through the strategic distribution of our press release, resulting in widespread global coverage of the event from more than 200 television, print, radio and online outlets that were enamored with a story about international scientists sharing their work to “de-extinct” extinct species at Revive & Restore’s highly successful TEDxDeExtinction. We knew we’d hit it big and reached true “market saturation” when de-extinction made it into Jay Leno’s opening monologue on The Tonight Show.
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