Bringing Big Science to A Global Audience
The Brief
When researchers at the European Synchrotron Radiation Facility (ESRF) realized that the dinosaur Archaeopteryx was capable of short bursts of flight—similar to that of a pheasant—April Six was engaged to help unpack the role of synchrotron radiation in the discovery and then communicate this finding to a broad, global audience.
The Challenge
The challenge with communicating new discoveries is that the scientific language often used can sound intimidating, irrelevant, or simply too complex. To speak effectively to the public, explaining clearly how such discoveries can have a positive impact on their lives or benefit to wider society, it’s crucial to find a balance that lets you maintain accuracy while engaging the broadest viewership possible.
Our Insight
Knowing that this news had the potential for significant media coverage, we put in place a plan to maximize the story’s impact in the shortest possible timeframe with a clear and consistent message.
The Execution
To reach the widest possible audience, we designed a tiered media list, running from mainstream press through to specialist titles. We also disseminated a press release, secured interviews, created bespoke briefing documentation, and supported spokespeople with all opportunities, in a consistent and unwavering way.
By proactively taking the Archaeopteryx story to worldwide press in a clear and coherent manner as soon as the story broke, April Six generated significant global coverage in tier 1 titles.
151
pieces of coverage secured within 72 hours
