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How to become an overnight sensation in just 8 years

How to become an overnight sensation in just 8 years. Finding the story and telling it. Some context. The writing on the all Ag, energy, military economic cornerstones Demographic trends Out-migration Rural depopulation. Some context. EPSCoR 1985 Higher Education Roundtable

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How to become an overnight sensation in just 8 years

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  1. How to become an overnight sensation in just 8 years Finding the story and telling it

  2. Some context • The writing on the all • Ag, energy, military economic cornerstones • Demographic trends • Out-migration • Rural depopulation

  3. Some context • EPSCoR 1985 • Higher Education Roundtable • Local, state, federal (Congressional), private sector • Trends are not inevitable

  4. 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

  5. What’s happened • Enrollment, program and research growth • Jobs creation • Political support • Private sector support

  6. “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

  7. “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

  8. 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

  9. What the PIO offers • Relationship building • Media • PI’s • News judgment • Significant, Local, Balanced, Timely, Unusual, Famous • Ability to tell a story

  10. 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

  11. 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

  12. The results • National distribution • Print and electronic • World wide distribution • In languages we don’t speak • Broke through tsunami coverage

  13. 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

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