Maximize Media Coverage Through Storytelling

PEGGY NOTEBAERT NATURE MUSEUM

SHOWCASE
Nature Museum

RAISING AWARENESS TO EXHIBITS IN OUR COMMUNITY

The Peggy Notebaert Nature Museum opened two new exhibits during the winter of 2019, including Thomas D. Mangelsen – A Life in the Wild and Treehouses. To raise awareness to the exhibits to the community, PCI supported and evaluated how to strategically target storytelling to prioritize and maximize media coverage.

KEY TACTICS
PCI developed a strategy and created tailored media materials for outreach that fall into three categories: calendar listings, on-site media coverage and expert alerts. We conducted outreach to specific reporters that would be interested in coverage the exhibit opening. We also provided spokespersons media training to ensure staff were prepared and comfortable to speak on behalf the museum, as well as develop key messages.
RESULTS AND OUTCOMES
For the Nature Museum’s winter exhibits, our team secured 21 placements in the Chicagoland area reaching an audience of 1,816,094, including:
WGN-TV
WGN-TV
WLS-TV (ABC)
WLS-TV (ABC)
WMAQ-TV (NBC)
WMAQ-TV (NBC)
WTTW-TV (PBS)
WTTW-TV (PBS)
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