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Situation: An historic event was planned at Iowa State University’s Ames, Iowa-based Iowa Energy Center (IEC) when President George W. Bush agreed to announce the Administration’s new Energy Policy there in 2001.  IEC’s biomass energy conversion (BECON) complex was selected because it was the only facility of its kind in the U.S. and IEC’s mission is to improve Iowa’s total energy picture via research regarding renewable energy and education programs.

Strategy & tactics: Hanser & Associates focused upon maximizing the positive news coverage of a Presidential visit and coordinated with the White House Office of Communications. The firm adapted existing media materials to describe IEC’s programs to national and international news media; provided media spokesperson training to IEC execs; and wrote and distributed a media advisory and news release.

Results: Iowa State University and IEC were mentioned prominently in international, national and local news coverage, including ABC-TV, CBS-TV and NBC-TV networks, MSNBC.com, The New York Times, Los Angeles Times, Houston Chronicle and many others, producing more than 74 million impressions. Iowa State University’s stakeholders were reminded why the organization is a model for national energy solutions.